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This white paper explores what hooks are, how they can drive positive brand outcomes on TikTok, and how brands can leverage them to optimize their TikTok content. The insights shared are derived from a comprehensive research study conducted by MetrixLab, a Toluna company, for TikTok where 150 ads were tested among 7,163 TikTok users from the United States of America, the United Kingdom, Saudi Arabia, and the United Arab Emirates. In addition to the consumer testing, all ads were coded across 163 variables to explore the most impactful hooks.
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