As a UGC content creator, you already know that grabbing (and keeping) attention is essential to creating content that actually drives results for your client.
But with millions of videos out there competing for viewer attention, standing out takes something special. After all, you’ve got just a few seconds to stop that scroll, spark curiosity, and compel viewers to watch for long enough to take action. No pressure…
That’s exactly where hooks come in. A good hook makes your viewers feel like they have to keep watching.
UGC Hooks are attention-grabbing elements in your videos that capture viewers’ attention and make them want to keep watching. Whether it’s a clever intro, a twist, or a reveal, the right hook can make all the difference in whether your video gets watched or gets lost.
Get to grips with how to use these, and you become invaluable to your future clients.
What makes a good hook?
The first few seconds of a video are the most important. Put effort into perfecting them. Ask yourself the following questions:
- Do the first 2-3 seconds catch your eye?
- Does it make you want to watch the rest of the video?
- Does it make you think and/or feel?
If you’re ticking all three boxes. You’ve got a good hook. If not, you’re probably going back to the drawing board.
What UGC hooks are working in 2025?
The first 3 seconds of any ad is going to determine whether your client is going to make money or burn it.
This means your hook is make or break.
As a booked and busy UK UGC agency, we’ve had the opportunity to test thousands of unique hook variations on behalf of our clients and we’ve learned a lot.
Here’s the hooks that are working for our clients and creators in 2025:
HOOK 1: GO AGAINST THE GRAIN
These hooks call out a status quo or a commonly held belief and then immediately challenge it. Think ‘I can’t believe I’ve been brushing my teeth twice a day for 21 years….’ They work because they disrupt expectations and challenge people on what they think they knew. This creates instant intrigue and curiosity.
To use these, simply call out the ‘status quo’ directly in the hook. This is perfect for product education ads, where you need to encourage someone to try something new. It also works really well with before-and-after visuals to help show that transformation.
Detailed Examples:
- “Breakfast isn’t actually the most important meal – here’s why skipping it can boost your health.”
- “Saving your money won’t make you rich – doing this instead will.”
- “Washing your face twice a day is ruining your skin barrier.”
HOOK 2: CHATTY ABBIE
Chatty Abbie, aka conversational hooks.
These hooks don’t even feel like hooks, and that’s exactly why they work. They come across as hyper-authentic, and work across both paid and organic content across multiple industries. This can be as simple as using the phrase “no, because,” or “okay, these,” or “wait, why is this XYZ?”
These conversational hooks work because they make users feel like they’re jumping into a conversation that’s already happening, forcing them to pause and play catch-up, which is a natural hack at gaining people’s attention.
They’re also really easy to test – you can simply tweak the beginning of any video, and it works with any type of creator content, from B2B to beauty to apparel. If you want to position yourself as an expert for your clients, offer one or two of these hooks as variations in your next project and let them test the difference.
Detailed Examples:
- “Okay, but can we finally admit skinny jeans weren’t flattering on anyone?”
- “No, because your favourite TikTok beauty hack is secretly causing breakouts.”
- “Wait, why is no one talking about this simple hack to stop toddler meltdowns?”
HOOK 3: VIRALITY
One thing is clear: ads that tap into virality are still a go-to in 2025.
While part of us wishes this one would die off, this is one of the few hooks that doesn’t seem to fatigue. When we say virality we don’t mean ads that go viral, but instead ads that talk about the virality of a product. People love what’s already popular – it creates implied social proof and proves to people they’re making the right investment.
A few angles that consistently work: (1) Product reviews, which leverage curiosity and social proof, and (2) before-and-after transformations and (3) natural reactions. If the brand or product your working with hasn’t gone viral yet, try framing this idea around a viral movement instead.
Detailed Examples:
- “This mascara has over 10,000 five-star reviews—is it actually worth it?”
- “I’ve been trying to get my hands on the viral cleaning product for MONTHS and I think I’ve finally found it….”
HOOK 4: NATURAL REACTION
Very similar to conversational hooks, reaction hooks work well because they hinge on authenticity.
They make ads feel real, unscripted, and unprompted, which is exactly why they drive strong performance.
Over the last few years, these have become really common during Black Friday, Cyber Monday, and gifting times, but recently these reaction-based ads dominate in beauty.
This won’t be a stand alone hook, but instead combined with another on this list. A stacker, if you will.
Detailed Examples:
- *Amazed reaction* “I honestly wasn’t expecting this moisturizer to work this fast – can you see that??”
- *Shocked reaction* “Ok, I was NOT ready for how good this protein shake tastes.”
HOOK 5: RAGE BAIT
Leaning into negative marketing has been a top-performing strategy on social media for years. We’re negative nellies and ads that introduce debate and draw skepticism do well. It’s just a fact.
Controversial hooks identify a common enemy, hot take, or controversy, creating instant intrigue. People want to see what the fuss is all about. When they do, they then share, debate, and boost engagement further.
Detailed Examples:
- “Hot take: most protein supplements are actually harming your gut health.”
- “We need to talk about why luxury skincare brands are literally scamming you.”
- “Unpopular truth: credit cards aren’t evil – you’re just using them wrong.”
HOOK 6: IT’S GIVING TRIGGERED
Trigger words immediately cause people to stop, react, and engage.
These tap into deeply rooted emotions like desire, embarrassment, anxiety, shock, anger, and curiosity.
A simple hack: upload hooks into ChatGPT and ask it to enhance them with emotional trigger words—easy and effective.
HOOK 7: CALL EM’ OUT
This was probably our most used hook in 2024. Calling out a demographic specifically.
These ads target identity, not problems. Think age, job title, lifestyle affiliation, or even health conditions. Not only do these help Meta target accurately, but they increase viewer affinity because the audience feels like your talking directly to them.
Detailed Examples:
- “Busy moms, here’s the easiest way to squeeze workouts into your insane schedule.”
- “Ladies in your 40s, this anti-aging cream is finally worth your money.”
- “Millennials stuck in a career rut, this simple step could finally get you unstuck.”
HOOK 8: HOW DO I KNOW IF?
These hooks resonate deeply with your audience by mirroring the exact questions or doubts they’re already asking themselves.
When your hook begins with “How do I know if…,” it instantly feels authentic, genuine, and hyper-relevant – more like a natural conversation rather than an ad.
This hook leverages uncertainty, addressing consumers’ hesitations head-on, making them feel understood, which is a double whammy boosting trust and engagement.
Detailed Example:
- “How do I know if intermittent fasting is right for my body type?”
- “How do I know if retinol will irritate my sensitive skin?”
- “How do I know if I’m really ready to invest?”
HOOK 9: SPEED AND TRANSFORMATION
Let’s face it, we’re impatient. We don’t want to wait… we want our products to work, and we want them to work now.
These hooks showcase rapid and clearly visible results, tapping directly into consumers’ desire for instant gratification and immediate proof. These hooks leverage a powerful combination: the urgency created by fast results and the trust established by visible transformations, making them especially powerful in industries like beauty, health, fitness, and wellness. By explicitly mentioning timelines, you further amplify urgency and intrigue.
Detailed Example:
- “See how my dark circles vanished in just 5 days with this serum.”
- “How my hair grew 3 inches in 30 days using one simple oil.”
Pro tip: be VERY careful with transformation claims if you’re talking about a product in the weight loss or diet. This is a big no no and a really difficult line to toe. Before and afters or speedy transformations are a no-go.
Don’t just use one hook
A single hook doesn’t need to do the heavy lifting.
We think of creating a UGC script with a single hook at the start, but the best performing creative uses a host of hooks to keep the viewer engaged and from scrolling on. You can achieve this by stacking your hooks throughout, or combining multiple styles into one line in your script.
This can appeal simultaneously to several psychological triggers, increasing the likelihood of viewer engagement.
Detailed Examples:
- “Millennial women: expensive skincare isn’t the answer—it’s making your skin worse.”
- “This viral serum erased my acne scars in 10 days—here’s exactly how it worked.”
- “Wait, why is nobody talking about the terrifying side effects of popular supplements?”
But where are the hooks to copy and paste?
Could we give you a list of hooks that have performed well, sure. But would it help you?
Honestly, probably not. Hooks work because they capture the attention of the specific demographic you’re targeting with your content.
Copying and pasting from a cookie-cutter list won’t be enough.
You’ll find winning hook formats in our Pre-Film Checklist if you’re looking for some ideas, but our best advice is the route less travelled for creators… taking the time to understand the science behind why hooks perform well and how to replicate these time and time again.
💭 Final thoughts
While it’s tempting to look for copy-and-paste solutions, truly effective hooks aren’t cookie-cutter.
They depend deeply on your audience, your niche, and your content’s purpose.
The most successful UGC creators don’t just copy successful hooks, they learn to understand why these hooks work. When you understand what triggers your specific audience, creating scroll-stopping, high-performing hooks becomes second nature.
So yes, use these hook formats as a foundation — but then put in the work to tailor them specifically to your unique audience.
This will help your content consistently perform, keeping your viewers hooked, engaged, and eager for more.
📝 TL;DR
✅ Hooks are essential to stop scrolling, capture attention, and drive results.
✅ Good hooks evoke curiosity, emotion, and immediate engagement in the first 2-3 seconds.
✅ The top-performing UGC hooks for 2025 are:
- Go Against Tradition (challenge common beliefs)
- Conversational (feel authentic and unplanned)
- Virality (use social proof and popular trends)
- Reaction (show authentic emotional responses)
- Controversy (provoke debate and curiosity)
- Triggers (tap into deep emotions like anxiety, desire, curiosity)
- Demographic (directly call out your specific audience)
- How Do I Know If? (mirror consumer doubts and objections)
- Speed and Transformation (show rapid, visible results)
- Stacking Hooks (combine multiple hook styles)
