TikTok hook formulas for product ads

Question hooks

Formula

Still [struggling with problem]?

Example

Still drinking bitter coffee every morning?

Bold claim hooks

Formula

This [product] changed how I [activity].

Example

This bottle changed how I make coffee.

Before and after

Formula

My [thing] before vs. after [product].

Example

My desk before vs. after this lamp.

Pattern break

Formula

Stop scrolling if you [trait of your customer].

Example

Stop scrolling if you love iced coffee.

Show it in the first second

• Match the line with a strong first frame: the product in motion, a close-up, a splash, a reveal.
• Put the hook on screen as text (in Finish, use “First 3 seconds”) so it works with the sound off.
• Say it in the voice-over too, in the same words.

Get ideas fast

Try our free TikTok hook generator: enter your product and customer and get hook lines from these formulas.