What is hook rate?
Nicklas Segatz Mortensen · Growth Hacker · Fractional CMO · Meta Ads Nerd · 8 July 2026 · 3 min.
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 rate
Sådan virker det
Hook rate er andelen af visninger, der bliver til 3-sekunders views — et mål for, om de første sekunder stopper scrollet. Sigt mod 30 %+. Ligger den lavt, er resten af annoncen ligegyldig, for folk er allerede scrollet forbi.
01The 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.
Related terms
Glossary
What is hold rate?
Hold rate is the share of viewers who keep watching the ad after the first few seconds — typically measured as the share who reach ThruPlay or watch a meaningful portion of the video.
Read the entry →Glossary
What is CTR?
CTR (Click-Through Rate) is the number of clicks divided by the number of impressions, expressed as a percentage. If an ad gets 30 clicks from 1,000 impressions, CTR is 3%.
Read the entry →Glossary
What is UGC?
UGC (User Generated Content) is ad content in a raw, authentic format that looks like it was created by an ordinary user or customer — rather than a polished, produced spot.
Read the entry →
Nicklas Segatz Mortensen
Growth Hacker · Fractional CMO · Meta Ads Nerd at Oaksmond
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.
Meet the team →