Hook rate
Hook rate is the share of impressions that became a 3 second video view: 3 second views divided by impressions, expressed as a percentage. It measures one thing only, whether the opening of the ad earned the next couple of seconds, which makes it the cleanest signal available on a brand-new creative.
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Why it matters
Every downstream metric is conditional on the hook. If only 8% of impressions become a 3 second view, then completion rate, click-through rate and cost per result are all being measured on a self-selected sliver of the audience, and comparing them across creatives with different hook rates compares different populations.
Hook rate also moves fastest under fatigue, which makes it the earliest warning you get that a set needs refreshing.
How to apply it
Hook rate = 3 second video views / impressions
| Placement | Weak | Typical | Strong |
|---|---|---|---|
| TikTok in-feed | under 15% | 20 to 30% | over 35% |
| Reels and Stories | under 12% | 18 to 28% | over 30% |
| Meta feed | under 10% | 15 to 25% | over 28% |
| YouTube Shorts | under 12% | 18 to 25% | over 30% |
Treat these as orientation, not as targets. Hook rate depends heavily on audience breadth: a broad prospecting audience produces lower hook rates than a warm retargeting pool for the same creative, and neither number is wrong.
What people get wrong
- Comparing hook rate across placements or audience types as if the numbers were interchangeable.
- Optimising hook rate alone. A shock opening can double it and halve conversion, which is a real trade you should make knowingly.
- Reading hook rate before the ad has meaningful impressions. Give it a couple of thousand.
- Using it to judge the body or the offer. It only measures the opening.
Frequently asked questions
What is a good hook rate for video ads?
Roughly 20 to 30% on TikTok in-feed, 15 to 25% on Meta feed, with anything above 30% strong on either. The number is only comparable within the same placement and audience type.
How is hook rate calculated?
3 second video views divided by impressions. Some teams use 2 second or thumbstop definitions instead, so check which metric your platform is reporting before comparing.
Why is hook rate more useful than CTR on a new ad?
Because it isolates the opening. CTR mixes the hook, the argument and the offer into one number, so a low CTR does not tell you which of the three failed.