# Hook Rate Benchmark

> Calculate hook rate (thumbstop rate) for Meta, TikTok, and YouTube Shorts, compare it to 2026 benchmark ranges, and diagnose whether your video ad needs a stronger first frame, tighter body, or clearer CTA.

**Kind:** Free creative/strategy analyzer from AdSights — evaluates your inputs and returns a benchmark verdict or actionable recommendations.  
**Category:** Creative Analytics  
**Difficulty:** beginner  
**Estimated time:** 1 min  
**Last updated:** 2026-06-12  

## Overview

Hook rate is the first gate in a paid-social video funnel. If impressions do not become 2-second or 3-second views, the rest of the creative never gets a chance to work. This analyzer calculates the platform-specific hook rate, compares it to benchmark bands, and optionally layers in hold and click signals so you know what to fix: the opening hook, the body of the video, or the CTA/offer.

## FAQs

### What is hook rate?

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.

### What is a good hook rate for Meta ads?

For Meta video ads, 25%–35% is a useful benchmark band for 3-second views divided by impressions, with roughly 30% as a healthy anchor. Below 20% usually means the first frame, first line, motion, or on-screen text is not stopping the scroll.

### What is a good hook rate for TikTok ads?

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.

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

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.

### What should I do if hook rate is below benchmark?

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.

## Related Tools

- [ThruPlay Rate Benchmark](/resources/tools/analyzers/thruplay-rate-benchmark)
- [Video Retention & Drop-Off Calculator](/resources/tools/calculators/video-dropoff-calculator)
- [Creative Quality Grader](/resources/tools/analyzers/creative-quality-grader)
- [Creative Testing Budget Calculator](/resources/tools/calculators/creative-testing-calculator)

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