Glossary · CreativeTOFU
Hook rate
The short answer
Hook rate is the percentage of impressions where someone watched at least the first three seconds of a video ad. 12,000 three-second views from 40,000 impressions is a 30% hook rate.
It's the fastest signal you have on a video creative. You can read hook rate within a day or two of launch, long before there's enough conversion data to judge ROAS.
Hook rate and hold rate
- Hook rate — did the opening stop the scroll?
- Hold rate — of those who stopped, how many kept watching to the key message (often ThruPlays or 15-second views ÷ 3-second views)?
A high hook rate with a low hold rate means the opening works but the body doesn't deliver on it.
Improving hook rate
- Put the problem, result or most surprising moment in the first second
- Show a face or a hand using the product early
- Use on-screen text that states the point
- Avoid logo openings and slow establishing shots
- Test multiple hooks on the same body footage
Hook-improvement ideas
- Start with the result — show the outcome first
- Ask a sharp question — tied to the viewer's problem
- Use motion and faces — people stop for people
- On-screen text — readable with sound off
- Pattern interrupts — unexpected visuals
- Creator delivery — native, conversational tone
See thumb-stop ratio and creative production.
Hook rate in practice
A video ad's 3-second views divided by impressions gives its hook rate. Testing new opening shots and text raises hook rate, which usually improves overall performance.
How to improve hook rate
- Show the product or problem immediately
- Use bold on-screen text
- Start with motion or a surprising visual
Common hook mistakes
- Slow logo intros
- Text too small for mobile
- Opening with context instead of the payoff
Frequently asked questions
What's a good hook rate?
It varies by placement and category, but many performance teams treat around a quarter to a third of impressions as a solid starting benchmark for feed video.
Does a high hook rate guarantee sales?
No — it means the opening works. Hold rate, CTR and conversion rate tell you the rest.
How do we calculate hold rate?
Commonly ThruPlays or 15-second views ÷ impressions, or ÷ 3-second views, depending on definition. Use one definition consistently.
What if hook rate is high but sales are low?
The opening works, but the message, offer, landing page or audience fit may not. Diagnose the next stages.
How long is the hook?
Usually the first one to three seconds of a video ad.
Related terms
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