Building a hook library your team will actually reuse

What goes on a hook card

• The hook word for word: the first spoken line, the first on-screen text and the first frame.
• The angle it uses: a question, a result, a mistake, a comparison or a demonstration.
• The audience and the problem it speaks to, in one sentence, and the creative ID of every video that used it.
• The measured hook rate and the impressions behind it. If it was not measured, write not measured.

Tag it and add only what has run

• Use one fixed list of angles, so the library can be filtered by what kind of opening works.
• Add a hook only after a video with it has run long enough to have a number.
• Hooks from competitors or creators are ideas. Rewrite them in the client's words first.

Reuse the structure, not the exact words

• The same opening shown to the same people for months wears out. Reuse the structure with a new product detail.
• When a hook's rate falls over several weeks, retire it or change one element, and log the change.

Keep it current

• Once a month, remove hooks that were never measured and mark hooks that only worked for one client.