Template 01
POV: you finally found the [category] that [unexpected outcome]
Example
POV: you finally found the lipstick that survives a full coffee
// HOOK_LIBRARY
30 TikTok ad hooks that actually convert.
Six proven formulas, five real templates each. Pick one that fits your product, fill in the slots, score the rewrite at /#analyze. Free, no signup.
// PATTERN_INTERRUPT
Pattern interrupt
TikTok's algorithm rewards retention in the first 3 seconds. Pattern interrupts — visual or verbal jolts — make scrollers stop because the brain can't auto-categorize what it's seeing. Best for products that benefit from a 'wait, what?' moment.
Template 02
Don't buy [common product] until you've tried this
Example
Don't buy another retinol until you've tried this $14 dupe
Template 03
The [profession] in me can't stop talking about this
Example
The dermatologist in me can't stop talking about this serum
Template 04
I was today years old when I learned [counterintuitive fact about category]
Example
I was today years old when I learned mascara goes BAD in 3 months
Template 05
If you have [common condition], this changes everything
Example
If you have textured hair, this brush changes everything
// CURIOSITY_GAP
Curiosity gap
Open a loop in the first second — viewers stay because closing the loop is psychologically uncomfortable. The product is the loop closer. Works hardest for products with a non-obvious mechanism.
Template 01
Here's why [creator type] are quietly buying [product category]
Example
Here's why estheticians are quietly buying this $22 cleanser
Template 02
Three things I wish I knew before I bought [category]
Example
Three things I wish I knew before I bought my first jade roller
Template 03
The reason your [common goal] isn't working has nothing to do with [obvious cause]
Example
The reason your skincare isn't working has nothing to do with your products
Template 04
Wait — they actually put [unexpected ingredient] in [familiar product]?
Example
Wait — they actually put SPF in this lip balm?
Template 05
Why I returned every [category] I owned and switched to this
Example
Why I returned every foundation I owned and switched to this stick
// PROBLEM_AGITATE_SOLUTION
Problem · Agitate · Solution
Surface the pain in second 1, twist the knife in second 2-3, deliver the solution in second 4-7. Highest-converting formula for any product solving a specific, recurring problem. Audience has to recognize the pain in your hook for it to work.
Template 01
If your [body part / area] is [common problem], this is going to feel personal
Example
If your scalp is itchy by 3pm, this is going to feel personal
Template 02
[Specific demographic] — stop putting [common but wrong product] on your [target]
Example
Mature skin girlies — stop putting matte foundation on your face
Template 03
I tried every [category] for my [problem] for [long time period]. This is the only one that worked.
Example
I tried every retinol for my hyperpigmentation for 2 years. This is the only one that worked.
Template 04
The reason [common product] burns / breaks you out / isn't working
Example
The reason every mascara smudges on you by 2pm
Template 05
If [common annoying thing] keeps happening to you, you need to see this
Example
If your foundation keeps oxidizing orange, you need to see this
// CONTROVERSY
Contrarian / controversy
Take a position the audience expects you to disagree with. Drives comment volume (algorithm gold) because people argue. Risky — make sure your contrarian take is defensible in the next 50 seconds.
Template 01
Unpopular opinion: [common practice] is overrated
Example
Unpopular opinion: double cleansing is overrated for most people
Template 02
Stop buying [popular product] — here's what I switched to
Example
Stop buying $80 vitamin C serums — here's what I switched to
Template 03
[Influencer category] are lying to you about [common topic]
Example
Beauty influencers are lying to you about how often you need to exfoliate
Template 04
I can't believe [popular brand] still gets away with [thing]
Example
I can't believe luxury brands still get away with $60 mascara
Template 05
The [category] industry doesn't want you to know this
Example
The skincare industry doesn't want you to know niacinamide is in everything
// NUMBER_LED
Number-led
Specific numbers in the first 3 seconds give viewers a reason to stay (they want to see all N items). Best for product roundups, comparison content, or 'X for under $Y' framing. Numbers should be ODD — feels more curated than '5 things'.
Template 01
[Number] [category] under $[low price]
Example
7 lipsticks under $15 that look like they cost $40
Template 02
[Number] [category] I'd repurchase forever
Example
3 cleansers I'd repurchase until the day I die
Template 03
[Number] $[low number] dupes for [premium product]
Example
5 $15 dupes for the $68 Dior lip oil
Template 04
[Number] minutes of [category] tips most creators don't know
Example
60 seconds of haircare tips most creators don't know
Template 05
I tested [number] [products in category] so you don't have to
Example
I tested 11 SPFs in 30 days so you don't have to
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// SOCIAL_PROOF
Social proof / authority
Lead with credentials, follower count, trend signal, or in-group endorsement. Works best when you have legit authority in the category — fakes get sniffed out fast on TikTok.
Template 01
[Famous brand/creator] just announced their [product] and I have thoughts
Example
Sephora just announced their dupe of Drunk Elephant and I have thoughts
Template 02
As [credential], I'm telling you to buy [product] before [event]
Example
As an esthetician, I'm telling you to buy this cleanser before Black Friday
Template 03
[Number] of my clients have bought this in [short timeframe]
Example
27 of my clients have bought this serum in the last month
Template 04
This sold out in [time period] last time — they just restocked
Example
This sold out in 4 hours last time — they just restocked
Template 05
I've been gatekeeping this for [time period] and I can't anymore
Example
I've been gatekeeping this lipliner for 6 months and I can't anymore