Extra hooks and formats
On this page
An extra hook is a version of the same video with a different opening; an extra format is the same video in a different aspect ratio (vertical, horizontal, or square). Both are requested in the brief and paid for separately from the video.
What is a hook
The hook is the opening of the video: the phrase or image in the first few seconds that makes someone stop scrolling.
For example, for a Cafés Aurora video, you could request three openings:
- “Are you still drinking capsule coffee? Take a look at this.”
- “This is what my five-minute breakfast looks like.”
- “I tried grinding coffee at home for a week.”
The rest of the video is the same in all three versions.
What they are used for in ads
- Testing: with the same body and a different opening, you can see which message keeps your audience watching longer.
- Avoiding fatigue: when an ad starts to wear out, you can change the hook instead of requesting a new video.
- Speaking to different audiences: one hook about the price, another about the flavor, and another about convenience.
Video formats
You can request up to 3 formats. The first is included in the video price; the second and third are added as extras.
In the brief, choose Vertical, Horizontal, Square, or Other. The aspect ratios in the table are the usual conventions for each format, not a HICARI setting: if you need a specific size, specify it in the brief.
| Format | Usual aspect ratio | Where it is commonly used |
|---|---|---|
| Vertical | 9:16 | Reels, TikTok, Stories, and YouTube Shorts |
| Horizontal | 16:9 | YouTube, websites, and presentations |
| Square | 1:1 | Instagram and Facebook feeds, online stores |
| Other | As you describe it | For example, 4:5 for the feed |
If you’re unsure, choose Vertical: it’s the native format for almost all social networks.
How to request them in the brief
Open the Video and distribution step
This step in the assistant brings together the duration, formats, and hooks.
Choose the formats
Under Formats (up to 3), select the ones you need. If you choose Other, describe the custom format.
Choose the extra hooks
Under How many extra hooks?, choose between None and 4 extra hooks.
Explain the hooks in the script
Under Script and references, if you choose The brand provides the script, write each hook. If you choose The creator writes the script, specify in Notes for the creator which angles you want to test.
Review the price
The price updates instantly. In a public request, it is multiplied by the number of creators because each one delivers all the versions.
How you receive them
The creator uploads each version as another video in their delivery. You can download them one by one or all together in a ZIP; we explain this in Download and share your videos. If a version is missing, request it with Request a review.
Can I add hooks after activating the request?
Yes, as long as no creator is working on it: use Edit request, and the price difference is charged to or refunded to your balance. If a creator is already working on it, you can only change things that do not affect the price, so you can no longer add hooks or formats.
Do extra hooks and formats have the same rights?
Yes. Usage rights apply to the entire collaboration, so each version has the same uses as the main video.
How much do they cost?
It depends on the number of hooks and formats. You’ll see the exact amount when creating the request, before paying.