Creative5 min read
Ad opener structures
Four opening structures and a controlled way to compare them.
A hook is the opening treatment: a visual, verbal, product, or brand cue presented at the start of the video. Its observed effect depends on the audience, placement, and campaign objective. The app supplies starting structures but does not predict lift; comparison happens in the campaign platform.
Four opener families
- Contrarian claim — a candidate when the category has a familiar default habit.
- Specific outcome — a candidate when a result, quantity, price, or timeframe makes the opening concrete.
- Personal perspective — a candidate for creator-led work built around the speaker’s point of view.
- Visual demo — a candidate when the product action and result are understandable on camera.
Comparison variables
Visible branding, music, polish, creator-led footage, and raw capture can all work. The useful question is which opening treatment best fits the prompt and intended viewer. Presets provide fast starting points, and the prompt can override every preset choice.
Draft several materially different openings. When you want to attribute a result to the opener, keep the body, audience, placement, objective, and measurement definition consistent across the test.