2.4x spread between best and worst hook

2.4x spread between best and worst hook

A supplement brand briefed 10 creators on 3 opening-hook styles, equal budget. n=10 creators, 30 assets.

Problem-first hook: $0.05 CPV
Demo-first hook: $0.08 CPV
Talking-head intro: $0.12 CPV

████ problem
██████ demo
█████████ talking-head

The first 3 seconds decided efficiency — problem-first hooks held viewers and cut CPV 58% vs talking-head intros. Same creators, same product, different open.

So what: brief the hook, not the script; the opening frame is your biggest CPV lever.

Benchmark: hook style alone swings creator CPV 1.5x–3x.