What is Hook Rate?
Hook rate is the percentage of viewers who continue watching past the first seconds (definition varies by platform). It’s the first checkpoint for video success.
Understanding hook rate
The open decides everything. Show the product, name the benefit, and create motion immediately so viewers choose to stay. Catalog videos can rotate product angles fast to maintain interest without confusing the story. Bold captions carry meaning in sound‑off environments where many people watch. Keep intros and branding minimal until attention is secured.
Hook rate reflects whether the first seconds earn a second look. Tight framing on the product and a direct promise beat vague teasers. Native 9:16 edits prevent letterboxing that shrinks the message. Clean backgrounds and high contrast preserve legibility at speed. Iterate openings rapidly—small changes in order and pacing can shift results materially.
Why Hook Rate matters
Hook rate matters because platforms reward videos that keep viewers engaged, allocating more delivery and lower costs to content with strong retention signals. A powerful hook in the first few seconds boosts both CTR and completion rate by immediately communicating value and stopping the scroll. Improving hook rate compounds across the funnel, earning better placement while also driving more qualified traffic that's likely to convert.
- Delivery: Platforms reward videos that keep viewers
- Performance: A strong hook boosts CTR and completion
How hook rate works
Hook rate works by measuring the share of viewers who continue watching past an early threshold (platforms vary). Platforms predict early drop‑off and allocate delivery accordingly, so strong openings earn more impressions. Product‑first visuals, clear benefits, and quick motion raise the metric. Captions and on‑screen prompts help when audio is off. When hook rate is weak, test new first shots, reorder lines, or compress setup. Track against hold and CTR to confirm that improvements compound.
Key Takeaways
- Hook rate measures how many viewers watch past the first 3 seconds of your video.
- Strong hooks show product and value immediately, before losing attention.
- Improve hook rate with clear opening frames, bold text, and product-first framing.
- Track hook rate by creative variant to identify which opening concepts resonate most.
