Hey friend!

We’ve been going down the rabbit hole of hooks lately (the first 3 seconds of videos) and studying what’s working and what’s not. With the success we are seeing, we’ve had hundreds of creators and brands ask us why their videos aren’t grabbing attention.

In today’s newsletter, we will dive into what main mistakes we see most people make. These are the silent killers you need to eliminate to get your ads (and even organic performing at their best).

IN TODAY’S EDITION

• News & Updates

• 3 Mistakes To Avoid With Hooks

• Beauty Ads Swipe File (Resource Giveaway)

Let’s dive in!

News & Updates

• Doritos ran an advertising competition and a winner has been chosen! This winning ad will be showcased during the Super Bowl. See the alien abduction-winning ad on Adweek.

• Speaking of the Super Bowl, how much does an ad cost this Sunday to run for 30 seconds? $7-8 million. (USA Today)

• The Pepsi Challenge is back! This time the large soda company is challenging Coca-Cola with their zero-sugar colas. (MSN)

The 3 Hook Killers Destroying Your Content’s Performance

You have less than 3 seconds to grab attention before someone scrolls past your ad or organic video. But if your hooks aren’t working, your content is dead before it even gets a chance.

Here are the 3 biggest mistakes you might be making—and how to fix them:

❌ 1. No Clear Context (People Don’t Know What They’re Watching)

If someone has to guess what your video is about, they’re gone. A vague or confusing start means instant scrolling & crickets.

✅ Fix it: Make it obvious what’s happening within the first second. Use bold visuals, clear framing, or an opening line that gets straight to the point.

This could mean starting with a wider shot to show people the entire context of what’s going on (then zooming in or getting closer). You want your viewer to know right away if the video is meant for them or not. If they are confused, they will leave.

❌ 2. No Text Overlays (People Skim, Not Listen)

Most people watch videos on mute—if there’s no text guiding them, they’re lost. Even with sound on, text reinforces what’s important.

✅ Fix it: Add concise, attention-grabbing text overlays within the first 0–3 seconds. This helps set the stage and keeps viewers engaged.

What we’ve seen work best is having your text overlay start at the very first frame of the video. Then have it last for at least 3 seconds (ideally 4 or 5 if you can) to give people enough time to read the overlay.

Try to make these as short and easy to read as possible, like the example below “Steal these 7 hooks”.

❌ 3. No Motion Right Away (Slow Start = Death)

Nothing happening in the first second? You’re losing people. If your video starts too slow, looks static, or lacks immediate movement, viewers won’t wait around.

✅ Fix it: Start with action. Cut out any unnecessary buildup. Use fast movement, quick cuts, or visual interest immediately to hook the eye.

On the very first frame something should me in motion in your shot. Above in the image you can see my foot entering the frame as I’m stepping into the video.

Other ways you can do this are to have a zoom happening, some other camera movement, or even moving text.

TL;DR: If people don’t know what’s happening, can’t read along, or get bored too fast, your hook is toast. Fix these mistakes, and you’ll keep more eyeballs on your content.

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