What is a video hook (and why the first 3 seconds decide everything)

The single biggest lever on a paid social campaign isn't the offer or the landing page — it's whether anyone watches past the first three seconds. This is the "hook", and it's where most ad budgets quietly die.

Why three seconds?

Platforms count a view at 3 seconds, and the algorithm uses early retention to decide how cheaply to distribute your ad. A strong hook lowers your CPM before a single conversion happens.

What makes a hook work

Pattern interrupts, motion, surprise, and raw "what is happening here" energy. Polished doesn't win on cold traffic — curiosity does.