Glossary
What is hook rate?
Hook rate is the share of impressions that reach three seconds of a video ad. It isolates the performance of the opening seconds from the rest of the creative, …
Hook rate is the share of impressions that reach three seconds of a video ad. It isolates the performance of the opening seconds from the rest of the creative, and it is the first metric to look at when a video underperforms - a low hook rate is an opening problem, not an offer problem.
In practice
A useful working benchmark is that a hook rate below 20% means the opening is wrong, and above 35% means the opening is doing its job and any weakness lies further down the funnel. Because hook rate is cheap to move and expensive to ignore, most testing programmes should spend more of their variation budget on the first three seconds than on anything else.
Hook rate formula
Hook rate = 3-second video plays / impressions x 100. On Meta, use the "3-second video plays" column divided by impressions. On TikTok, use 2-second views or 6-second views divided by impressions, and keep the same definition across tests so results stay comparable.
Hook rate benchmarks
| Hook rate | Reading | What to change |
|---|---|---|
| Under 20% | The opening fails | Replace the first frame and the first line: product in hand, problem shown, no logo intro |
| 20% to 35% | Workable | Test three alternative openings on the same body |
| Above 35% | Strong opening | Keep the hook, work on hold rate, offer and landing page |
How to raise hook rate
Show the product in the first frame, not a logo. Open on a visible result or a problem the viewer recognises. Add on-screen text in the first second for sound-off viewing. Cut the opening to vertical 9:16 rather than reframing a 16:9 film. Produce several openings per body: hook rate moves most when the first three seconds are varied while the rest of the video stays fixed.
FAQ
What is a good hook rate?
Above 35% is a strong opening for paid social video. Under 20% means the first three seconds need to be rebuilt before anything else is tested.
What is the difference between hook rate and hold rate?
Hook rate measures the first three seconds. Hold rate (ThruPlays or 15-second views divided by 3-second plays) measures whether the rest of the video keeps the viewers the hook earned.
Why it matters commercially
Mamma Lab produces the assets this term describes, from existing product photography, on a written quote. Contact us about one of your own products.
Related terms
UGC video adCreative fatigueSponsored Brands VideoA+ contentListing videoAspect ratioSpark adsSafe zoneUsage rightsWhitelistingCatalogue videoPackshotAmazon Brand RegistryCreative testingLocalisation