Question 1

What is hook rate?

Accepted Answer

Hook rate is the percentage of impressions that become an early meaningful video view. On Meta, performance teams usually calculate it as 3-second video views ÷ impressions. On TikTok, the closest equivalent is 2-second video views ÷ impressions. Marketers also call it thumbstop rate, scroll-stop rate, or 3-second view-through rate.

Question 2

What is a good hook rate for Meta ads?

Accepted Answer

For Meta video ads, 25%–35% is a useful platform-level band for 3-second views divided by impressions, with roughly 30% as a healthy anchor — but it varies by placement: Feed cold prospecting often runs ~18%–28% while Reels runs higher (~24%–36%). Below ~15% is a hook problem on cold traffic regardless of placement. Always compare within one placement and audience temperature — see the Video Creative Metrics Benchmarks 2026 guide for the placement-segmented tables.

Question 3

What is a good hook rate for TikTok ads?

Accepted Answer

TikTok uses a faster-scroll environment and a 2-second view threshold, so healthy hook rates are higher: roughly 35%–45% is a useful benchmark band. Pair the 2-second hook rate with 6-second focused-view rate to see whether viewers keep watching after the initial stop.

Question 4

How is hook rate different from hold rate or ThruPlay rate?

Accepted Answer

Hook rate asks whether the opening stops the scroll. Hold rate asks whether viewers who stopped continue watching. ThruPlay rate is Meta’s 15-second-or-completion threshold. If hook rate is low, fix the first 1–3 seconds; if hook is good but hold or ThruPlay is low, tighten the body of the video.

Question 5

What should I do if hook rate is below benchmark?

Accepted Answer

Rewrite the first frame and opening line before changing the offer. Use motion immediately, put the pain point or payoff on-screen, avoid logo-only openings, and test 5–10 hook variants while keeping the body and CTA constant. Then compare hold and click metrics to confirm whether the new hook attracts the right audience.

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