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Notes from the library

Twenty-seven pieces on hooks, metrics, trends and the way short video actually gets made. Filter by topic, or read the newest first.

2026-08-10GlossaryCTR (click-through rate)Click-through rate is clicks divided by impressions. The link-click and all-clicks variants, why they differ, and how to read CTR against hook rate.Metrics2026-08-08GlossaryHook rateHook rate is 3-second video plays divided by impressions. The formula, a worked example, a free calculator, and how Admetra bounds a hook when it analyzes an ad.Metrics2026-08-08GlossaryThumbstop ratioThumbstop ratio is 3-second video plays over impressions. What it is, why it is identical to hook rate, a calculator, and the vocabulary Admetra uses to compare openings.Metrics2026-08-08GlossaryHold rateHold rate is ThruPlays over 3-second plays: what the hook handed over and what the body kept. Formula, worked example, calculator, and how Admetra caps a body beat.Metrics2026-08-08GlossaryCreative fatigueCreative fatigue is decay from repeated exposure, not from a bad ad. How to read it, and the freshness, longevity and survival curves Admetra scores ads on.MetricsPlaybooks2026-08-08GlossaryRetention curveA retention curve plots remaining viewers against elapsed time. How to read the drop-off, and how Admetra segments an ad so the flat stretches become visible.Metrics2026-08-08GlossaryScroll stopperA scroll stopper is the opening device that interrupts a feed scroll. The common devices, how we separate it from a hook, and the vocabulary Admetra records them in.MetricsHooks2026-08-08GlossaryUGCIn paid social, UGC means creator-shot video made to look unproduced. What separates it from a testimonial, what disclosure it carries, and the category vocabulary Admetra files it under.MetricsUGC2026-08-08HooksPattern interrupt hooksThe opener that stops a scroll by being visually or verbally off-pattern. What it is, the ads it suits, and the cases where it costs you the next three seconds.Hooks2026-08-08HooksQuestion hooksThe opener that makes the viewer answer before they decide to scroll. Where a question earns the next three seconds and where it reads as a survey.Hooks2026-08-08HooksBold claim and stat-drop hooksThe opener that states the result in the first line. When a claim or a stat carries an ad, and when it triggers the skepticism it was meant to bypass.Hooks2026-08-08HooksNegative and warning hooksThe opener that leads with what goes wrong. Where leading with the cost earns the stop, and where it reads as fear-selling.Hooks2026-08-08HooksAudience callout hooksThe opener that qualifies the viewer out loud. When calling out a segment lifts the whole funnel, and when it shrinks reach for nothing.Hooks2026-08-08HooksCuriosity-gap hooksThe opener that withholds the payoff. When a gap holds attention through the body, and when it reads as clickbait and costs you the click.Hooks2026-08-08HooksBefore/after tease hooksThe opener that leads with the transformation. When showing the outcome first carries an ad, and when it makes the rest of the video redundant.Hooks2026-08-08HooksSocial-proof open hooksThe opener that leads with a customer, a review or a crowd. When borrowed credibility beats your own, and when it reads as an ad in the first second.Hooks2026-08-08HooksFounder open hooksThe opener where the founder speaks first. When authorship outperforms polish, and when it becomes an ad about a person nobody asked about.Hooks2026-08-08HooksContrarian and myth-bust hooksThe opener that argues with the audience. When contradicting the category earns the next three seconds, and when it just picks a fight.Hooks2026-08-08GuidesVideo ad hooksThe ten hook patterns in Admetra’s parts taxonomy, what each one is for, and how the first three seconds are decomposed when a trend video is broken down.GuidesHooks2026-08-07GlossaryCreative reuse ratioAdmetra's own term for the share of a brand's active ads running the same creative. We score it on a logarithmic curve against a 15% target, because observed ratios cluster far below that.MetricsTrends2026-08-07GlossaryImpression rank percentileAn estimate of where an ad sits in its own brand's delivery, not a number Meta reports. It is the heaviest input in Admetra's trend score, and the curve is convex rather than a straight inversion.MetricsTrends2026-06-02Article13 TikTok hook ideas that stop the scrollTikTok hook formulas - curiosity gaps, pattern interrupts and POV openers - with examples you can adapt to any niche in minutes.HooksScripts2026-05-18ArticleHow to spot trending video formats before they peakA repeatable method for catching TikTok and Reels trends in the rising phase - signals to watch, where to look, and how to tell when you’re already too late.TrendsPlaybooks2026-04-27ArticleUGC ads in 2026: a practical guide for small brandsWhat makes UGC-style ads convert, how to brief creators, and the script beats that turn authentic-looking video into performance creative.UGCScriptsGuides2026-04-08ArticleOne video, every platform: repurposing without losing the native feelHow to turn one short video into Reels, TikToks, Shorts and ads - what to change per platform, what to keep, and the workflow that makes it minutes.PlaybooksGuides2026-03-19ArticleThe 3-beat script structure behind short videos that hold attentionHook, proof, payoff: a simple script template for TikToks, Reels and Shorts - with timing, retention tricks and a worked 30-second breakdown.ScriptsHooks2026-02-25ArticleHow long should a TikTok, Reel or Short be?Short-form video length by goal - when 7 seconds beats 60, how watch time and completion pull against each other, and how to choose.TrendsMetrics

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