Definition
Hook rate is the share of video impressions where people watch at least the first three seconds. It measures how well your opening stops the scroll.
Hook rate explained
Hook rate is not a native Meta column but can be calculated from 3-second video plays and impressions. It is the best metric for testing different opening lines and first frames.
Formula
Hook rate = 3-second video plays ÷ impressions
Example
8,000 three-second plays from 30,000 impressions is a hook rate of about 27%.
See it in real ads
Browse millions of real Facebook and Instagram ads to see how top advertisers put these ideas into practice.