A If Then hook is one of 33 hook tactics in Motion's creative strategy framework. Tactics define the strategic frame of a hook — the format, angle, or stance it takes. Psychological triggers define the emotional mechanism that makes it work. If Then sits at the tactic layer.
What a If Then hook does
Qualifies the viewer with a condition, then delivers a promise or action. Self-selecting and specific.
When to use it
Segmented audiences with a clear, nameable condition or situation. Strong for direct response.
Psychological trigger pairing
A If Then hook typically runs on the Identity Call-Out, Pain Agitation trigger. The tactic defines the frame; the trigger is the underlying emotional mechanism that lands the message. Good execution matches the right trigger to the persona and awareness stage.
Example
If you have oily skin, do this." / "If you sit all day, try this.
How If Then fits in a creative portfolio
Motion's 2026 Creative Benchmarks analyzed $1.29B in Meta ad spend across 578,750 creatives. The top-performing hook tactics by hit rate fall into two clusters: concrete/promotional (Newness, Sale Announcement, Price Anchor, Urgency) and pattern-interrupt/cognitive (Confession, Contrarian, Shocking Statement, Warning). If Then sits in one of these clusters and works best when paired with visual formats that reinforce its strategic frame.
For the full hook tactics library — definitions, examples, and when to deploy each — see the hook tactics hub.