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Book a call →Hook Rate explained in plain English: the formula, worked examples and what to change when the number is off.
Hook rate is the share of impressions in which people watched at least the first 3 seconds of your video ad. The formula is 3-second video plays ÷ impressions × 100: 3,000 three-second plays from 10,000 impressions is a 30% hook rate. It tells you whether the opening of the ad stops the scroll.
Hook rate (%) = 3-second video plays ÷ impressions × 1005,000+ B2B brands. Coaches, agencies, and service providers turning video into a growth engine.
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Meta Ads Manager doesn't show hook rate as a column, but it gives you both inputs. Add '3-second video plays' and 'Impressions' to your columns, or create a custom metric that divides one by the other.
Impressions: 10,000 3-second video plays: 3,000 Hook rate = 3,000 ÷ 10,000 × 100 = 30%
Hook rate measures the opening. Hold rate measures whether people stayed: ThruPlays (15-second views, or the full video if shorter) ÷ 3-second plays. A high hook rate with a low hold rate means the opening works but the next part loses people. A low hook rate means few people ever see the rest.
| Hook rate | Hold rate | What it means | What to change |
|---|---|---|---|
| High | High | Strong ad | Scale it and test new angles alongside |
| High | Low | Opening promises more than the body delivers | Tighten seconds 3–10, get to the proof faster |
| Low | High | Good story, weak opening | Write new hooks for the same body |
| Low | Low | The angle isn't landing | New angle, not just a new edit |
Ad platform algorithms reward videos that keep users on the app. When your ad achieves a 40%+ Hook Rate, the auction interprets your creative as high-quality organic content, granting your ad lower bid thresholds and reducing your effective Cost Per Mille (CPM).
The four most reliable frameworks to lift Hook Rate are: 1) Contrarian Disruptor ('Stop doing X if you want Y'), 2) Expensive Mistake ('The #1 mistake wasting your money'), 3) Proof-First Shock ('How this store scaled in 90 days'), and 4) Direct Diagnostic ('If you suffer from X, watch this').
Seven Figure Studio produces high-converting UGC video ads, VSLs, and static creative engineered specifically around direct-response metrics. Packs start at $35 with 24 to 48 hour delivery.
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A behind-the-scenes look at the exact creative system we run to book high-ticket calls — the hooks, offer framing, and calls-to-action that turn scrolls into booked calendars.
We review your offer and ad account before the call, then recommend the right package, the first angles to test for Hook Rate, and a delivery timeline. No pitch deck.