In short
The hook is the opening of the first seconds: it decides whether people keep watching. Brands ask for several hooks on the same video to test them in ads. Film them in the same session and charge for them separately, usually 15 to 30% of the video price per hook.
Why brands want several hooks
In ads, the same video can double its results with a different first line. Rather than ordering five videos, the brand orders one video with several different openings. The body of the video stays the same; only the first 2 to 5 seconds change.
6 kinds of hooks that work
| Kind | Idea | Example |
|---|---|---|
| Problem | Name a specific pain | "My hair frizzes the second it rains." |
| Result | Show the after first | Close-up on the result, then "Here's how." |
| Counter-intuitive | Go against the grain | "I stopped making my bed, and it's better." |
| Question | Call out the viewer | "Do you still store your cables like that?" |
| List | Promise a number | "3 things I wish I'd known before." |
| Reaction | A genuine emotion on screen | Opening the parcel, a real reaction, no overacting. |
Stay honest: a hook that promises a result the product can't deliver damages trust and can count as misleading advertising.
Film 3 to 5 hooks in the same session
- Write every hook before the shoot and get them approved with the script.
- Keep the same outfit, light and frame as the body of the video so the cut is invisible.
- Film each hook 2 or 3 times, at a different pace.
- Edit each version up to the same transition, then export one file per hook, clearly named: brand_product_hook2.mp4.
How much to charge for a hook
A hook is less work than a video, but not zero: writing, filming, editing, exporting. The common benchmark is 15 to 30% of the video price per hook.
Video at €200 excl. tax
3 hooks at €40 = €120
Total: €320 excl. tax for 3 ad versions
If the brand wants hooks in a new setting or with another product, it's no longer a hook: it's a new video.
Offer hooks even when nobody asks
Adding a "3 hooks" option to your quote is an easy sale: any brand running ads sees the point right away. It also shows you think about performance, not just looks. Find the other add-ons in the guide UGC rates.
Common questions
What is a hook in UGC?
It's the opening of the first seconds of a UGC video, words and image, that makes people want to keep watching. Brands test several for the same ad video.
How many hooks should you offer per video?
Three is a good starting point: enough to test, without weighing down the shoot. Brands that run a lot of ads sometimes ask for five or more.
Is a hook included in the price of a UGC video?
The video comes with its own opening. Each alternative opening is an extra deliverable, charged separately.
This guide gives practical pointers. Rules vary by country: it doesn't replace advice from an accountant or a lawyer for your situation.