“The hook is like kind of the first second or three seconds of your ad it is extremely important because if people don't stop in the scrolling you're dead already you need them to stop on your ads this is fundamental and very often if you talk about what you're doing there's no way people are going to stop.”

Hooks matter more than value props — the first 3 seconds determine if anyone watches the rest

On TikTok, Instagram Reels, and Facebook, user attention is won or lost in the opening three seconds. An ad that opens with the value proposition will be skipped; one that opens with something surprising earns a pause. Petit's framework: optimize the hook as the primary creative variable, separate from the transition to the actual product message.