Definition
Hook rate is the share of ad impressions that turn into 3-second video views, that is, how many people stop in the first few seconds instead of scrolling past.
Also called: Hook rate, Thumb-stop rate, 3-second view rateTest the message before scaling the budget.
Everyday colour.
One variable per comparison makes the learning easier to interpret.
01Define what the customer should understand or want.
The first seconds decide the rest
In a feed where people scroll fast, the first two or three seconds are everything. Hook rate measures exactly that: does the ad stop the scroll? A reasonable benchmark is 30%+. If it's low, the rest of the ad is irrelevant. The message never lands, because people are already gone.
That's why hook rate is the first thing we diagnose on a creative. If it's weak, the problem is in the opening: the visual hook, the first line of copy, the pacing. It's cheaper to test new hooks than to build entirely new ads.
Frequently asked questions
What's a good hook rate?
30%+ (3-second views divided by impressions) is a reasonable benchmark on paid social. If it's low, the opening isn't stopping the scroll, and the rest of the ad never gets seen.
How do I improve hook rate?
Work on the first seconds: a stronger visual hook, a sharper first line, faster pacing, a pattern interrupt. Test several hooks on the same angle rather than building entirely new ads every time.
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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