ugcflowsHook
Also called opener, first three seconds
The hook is the opening of a UGC video, usually the first one to three seconds, whose only job is to stop the scroll before the viewer's thumb moves.
It carries more weight than the rest of the video put together, because everything after it is only watched by the people the hook kept. Brands know this, which is why so many briefs ask for several hook options over one finished cut.
In practice it is a spoken line, a visual, or both at once, and the best ones state a problem the viewer already has rather than introducing the product. The product arrives second.
Because hooks are tested, they are also the cheapest thing a brand can ask for more of. Price each variant as its own deliverable, because each one is another export.
Related terms
- Deliverable
A deliverable is one finished thing you owe the brand, counted precisely, so three videos and their vertical cutdowns is six deliverables rather than three.
- Brief
A brief is the document a brand sends describing what they want made: the concept, the talking points, the format, the deliverables and the deadline.
- UGC creator
A UGC creator makes advertising videos that look like a real person's own post, for brands to run on their own channels or as paid ads, and is paid for the content rather than for an audience.
Put a number on it
The free rate calculator prices a deal from the deliverable, the batch size and the licence, and hands you a sentence to send back. No account, nothing to sign up for.
Last reviewed September 12, 2026. Nothing here is legal advice.