How brands open the ad
The first move a creative makes, classified across 2,29,452 ads into 9 types. The hook is the part of an ad most often described and least often counted; these are counts.
Sourced from the public Meta ad library · updated Sep 8, 2026
Problem-Solution
70,12831% of every classified hook.
167 brands · 22 categories · 74% video
Benefit / Value
61,70627% of every classified hook.
180 brands · 22 categories · 48% video
Offer / Price
34,81315% of every classified hook.
158 brands · 21 categories · 45% video
Curiosity
28,54012% of every classified hook.
172 brands · 21 categories · 63% video
Feature / Product
24,47411% of every classified hook.
170 brands · 21 categories · 47% video
Social Proof
3,8712% of every classified hook.
118 brands · 20 categories · 56% video
Speed / Convenience
2,8781% of every classified hook.
81 brands · 19 categories · 58% video
Urgency / Scarcity
2,6481% of every classified hook.
97 brands · 20 categories · 47% video
Brand Storytelling
3940% of every classified hook.
43 brands · 17 categories · 34% video
Hook type is a model-assigned classification rather than a platform-reported field, and it sits on roughly half the library. Counts are of the ads that carried it. A value earns a page only where at least 8 advertisers and 200 ads carry it: the field mixes real classifications with one advertiser's own copy, and distinct advertisers is the only signal that separates them. Every figure is a count from the analysed creatives, not an estimate.
