“Forgotten” Facebook Co-Founder’s Secret to Un-Skippable YouTube Ad Hooks

It started at Phillips Exeter Academy, where two teenage prodigies first crossed paths. Even then, D'Angelo's genius was evident – at just 15, he & Zuckerberg built a music player so compelling that Microsoft wanted to buy it. But that was just a glimpse of what was to come.

When Facebook needed to become addictive, Zuckerberg knew exactly who to call. As Facebook's first CTO, D'Angelo uncovered something fascinating:

People are absolutely addicted to answering questions.

It's why Facebook's simple "What's on your mind?" prompt became so powerful.

But what if you could build an entire platform around this psychological trigger?

That's exactly what D'Angelo did after he left Facebook.

He built Quora:

(Check out this excellent X post from Vinay that was one inspiration for this article & goes more into the Quora story).

Side note: Mark Zuckerberg tried to compete head-to-head with Quora & D’Angelo, launching “Facebook Questions” in 2010.

2 years later Zuckerberg pulled the plug on it…

D’Angelo continued to grow Quora using a specific principle.

He understood and systematically applied something called the Zeigarnik Effect – our brain's unstoppable need to find answers to open questions.

It's the same mechanism that makes you binge-watch shows and seek closure in relationships.

By combining:

• Questions that trigger curiosity
• Answers from world-class experts
• A feed that learns what fascinates you

D'Angelo created something irresistible.

The result?

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On Quora, he has 300 million monthly users spending an average of 4.5 hours on the platform, and a $6.3 billion empire built on systematized curiosity.

But what’s the psychological framework Adam D'Angelo used to turn a simple question mark into billions?

…And how can you use it to create YouTube ads that drive results?

Let’s dive in…

The Power Behind Open Loops: The Zeigarnik Effect

So, why do open loops like this work so well?

A Soviet scientist named Bluma Zeigarnik discovered the powerful psychological mechanism underlying open loops, something now called the Zeigarnik Effect:

“UNFINISHED thoughts and tasks are highly memorable, addictive, and hold tons of ATTENTION until they are successfully ticked off as FINISHED (when they’re chucked into the back of our minds to rot).

…This desire to FINISH puts serious POWER in those who deliver information, stories, and advertisements, because…

…the Zeigarnik Effect pushes audiences to crave completed narratives, resolved problems, answered questions, and achieved goals.”

(Source: Josh Barney, EinsteinMarketer)

There you have it.

Drop your viewer into the middle of an emotionally charged, incomplete narrative, and watch how they stick around with the expectation that their unresolved emotions and questions will be answered.

Now let’s see 3 examples of how to apply this, to make irresistible, high-performing YouTube ad hooks.

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Making Your Marketing Unforgettable: The Zeigarnik Effect

The psychology is simple but powerful: our brains hate unfinished business. That tension keeps information active in our memory until we find closure.

Smart marketers leverage this by:

Create cliffhangers that hook viewers

Break content into strategic segments

Tease what comes next

Ask questions that provoke curiosity

Leave strategic gaps in your story

Think about why those "5 secrets to success (wait until you see #4!)" headlines are everywhere - they work because they trigger our brain's need for completion.

The golden rule? Don't reveal everything at once. In marketing, what you strategically withhold is often more powerful than what you share.

Let's see how top YouTube advertisers put these principles into action with hooks that make it almost impossible to hit "Skip Ad"...

The Art of Irresistible Hooks: How Successful YouTube Ads Use The Zeigarnik Effect

Let's analyze how each ad uses the Zeigarnik Effect and other psychological hooks: 

Ad 1 - “Elon Musk”'s AI Device:

Now let’s be real: Elon Musk has nothing to do with this product.

And this ad is probably an even more impressive case of how to dodge compliance than what’s actually said in the ad!

But the ad is a classic example of how to apply the Zeigarnik effect successfully, so let’s check out how it does it:

• Uses multiple open loops
• Teases a mysterious invention without revealing it
• Mentions a July 23rd deadline
• Hints at potential wealth ("fortunes stand to be made")
• References famous investors without immediately explaining their involvement

We have a strong use of the Zeigarnik Effect in this ad by withholding key information and creating information gaps.

Success factors: Combines authority (Elon Musk), urgency (deadline), and fear of missing out (FOMO).

THE HOOK:

Now, let's dissect how they use the Zeigarnik effect to make a great hook in this video:

"Take a look at this obscure device, because that's Elon Musk's latest invention..."

Why it works:

• Immediately creates an information gap (what device?)
• Combines mystery with a powerful authority figure
• Promises to reveal something exclusive
• Builds multiple layers of curiosity (device + AI threat + investment opportunity)

Ad 2 - Expert Option Trading

This ad may not be as intricate in its use of the Zeigarnik Effect, but it still manages to reel viewers in with a solid demonstration-based approach. Let’s break it down:

Curiosity in Action:

• Flashes a luxury car as the ultimate “proof of success.”
• Showcases a real-time trading demo to keep viewers intrigued.
• Dangles the promise of “huge bonuses” just out of reach.

Why it works:

• Relies on social proof to build credibility
• Leverages visual demonstration to make complex processes look effortless.
• Keeps it simple and straightforward—sometimes less really is more.

While it doesn’t leave as many open loops as some, its focus on proof and simplicity makes it a winner for its audience.

THE HOOK:

Let's break down how they leverage the Zeigarnik effect to craft an irresistible hook in this video:

"Hi guys, check out the new car I bought with the profits I made trading..."

Why it works:

• Opens with visible proof of success
• Creates curiosity about the method
• Promises a simple solution
• Teases immediate gratification

Ad 3 - Menopause/Belly Fat

Let’s break down how this ad leverages the Zeigarnik Effect and other psychological triggers.

It uses the Zeigarnik Effect through:

• Opening with a question ("Why do women at menopause gain more belly fat?")
• Teasing hormone knowledge without fully explaining it
• Introduces another inherent question: “What’s my personal hormone type?” plus a quiz that will reveal the answer + personalized insights 

Success factors:

• Addresses a specific pain point
• Builds credibility through expert presence
• Uses testimonials
• Creates curiosity about personal hormone type

THE HOOK:

Here’s how they tap into the Zeigarnik effect to create an engaging and memorable hook in this video:

"Why do women at menopause gain more belly fat?"

Why it works:

Opens with a direct question targeting a specific pain point

Challenges common beliefs ("It's about hormones, not calories")

Promises insider knowledge

Creates curiosity about personal hormone type

The most effective use of the Zeigarnik Effect is in Ad1, which maintains multiple open loops throughout the entire ad, compelling viewers to keep watching for resolution.

Ad3 uses it more subtly but effectively by promising personalized insights through a quiz.

Ad2 relies less on the Zeigarnik Effect and more on demonstration and social proof.

These ads succeed because they combine the Zeigarnik Effect with other psychological principles like authority, scarcity, social proof, and specific pain point targeting.

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The Power of the Unfinished Story: From Facebook to Your Next Ad

When Adam D'Angelo walked away from Facebook's billions, he wasn't just making a bold career move - he was following a profound understanding of human psychology. Like Bluma Zeigarnik's waiters remembering unfinished orders, D'Angelo recognized that our minds can't let go of incomplete stories.

What we've seen across our ad examples shows this principle in action:

• An "obscure device" that piques curiosity
• A trading success story that promises revelation
• A hormone quiz that creates personal investment

The formula seems deceptively simple: create an information gap, tease the resolution, and strategically delay gratification. But here's the real magic: When you master this psychological trigger, you're not just grabbing attention - you're creating an almost irresistible need for closure.

Remember: In today's attention economy, the questions you don't answer are often more powerful than those you do. Just as Quora built a $6.3 billion empire on our need to resolve open loops, your marketing can leverage this same fundamental human drive.

So next time you're crafting your hook, ask yourself:

• What intriguing question am I posing?
• What compelling mystery am I creating?
• What resolution am I promising?

Because in a world of endless content, those who master the art of unfinished business are the ones who finish first.

Have a great week!

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