Curiosity hooks: how brands open the ad
Curiosity is one of the nine opening moves classified across the library. It is the 4th most-run of the 9 hook types in the library, on 28,540 ads from 172 advertisers across 21 categories.
Meta ad library · updated Sep 8, 2026
Which categories run it
B2B SaaS, MarTech & Dev Tools runs it hardest, on 4,203 ads from 8 advertisers, ahead of BFSI — Lending & Credit and Beauty & Personal Care.
Who runs it most
Oolka runs it on 2,524 ads, 18% of its own output.
Who leans on it hardest
Volume and commitment are different questions. These are the advertisers for whom it is the largest share of their own library, rather than the ones who simply run the most ads overall.
All 9 hook types
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. Every figure is a count from the analysed creatives, not an estimate. There is no spend, impression or performance data in the source and none is inferred.
