LinkedInWhat a hook library is
A hook library is a shared list of opening lines and first three seconds of ads. Each entry records what the hook tried to say and how it performed, so the next test starts from evidence.
What to record
- The hook word for word, with its format: video, static or carousel.
- The angle, such as price, problem, proof or humour, and the offer it was paired with.
- The creative ID and naming convention, so the entry links to the ad itself.
- The result on the metric the test was built for, or 'not measured'. A win on hook rate is not a win on sales.
How to use it
- Before each brief, pull the winners and the failed angles for the same product group.
- Write new hooks for angles that won, and one hook for an angle the library has never tested.
- Retire a hook when its creative shows fatigue. Mark it retired instead of deleting the row.
Made-up example: a row reads 'Free returns in 30 days', problem angle, static, tested twice with no clear winner. The next brief keeps the angle and tests a new first line.
Common mistake
- Logging only the winners. The failed hooks then get tested again, because nobody can see that they failed.
