Hold rate
Hold rate is the share of viewers who keep watching your video ad past the first few seconds. Hook rate gets people to stop. Hold rate tells you whether the rest of the ad keeps them.
The formula
Hold rate = 15-second views / 3-second views
Say 3,000 people watch the first three seconds and 1,200 of them reach 15 seconds. That is 1,200 / 3,000 = 40% hold rate. Four in ten viewers who started stayed for the middle of the ad.
Definitions vary here. Some teams measure 15-second views (or ThruPlays) against impressions instead of against 3-second views. Pick one method and stick with it so your numbers stay comparable over time.
What counts as a good hold rate
A rough guide, when measured against 3-second views:
| Hold rate | Read |
|---|---|
| Under 25% | Weak. People drop off fast after the hook |
| 25-40% | Average. The body is holding some attention |
| 40%+ | Strong. The ad keeps people watching |
These are ballpark numbers. Longer ads usually show lower hold rates than short ones, so compare like with like.
Hook rate vs hold rate
They work as a pair. One without the other does not tell you much.
| Metric | Question it answers | Common formula |
|---|---|---|
| Hook rate | Did people stop? | 3-second plays / impressions |
| Hold rate | Did people stay? | 15-second views / 3-second views |
A high hook rate with a low hold rate means the opening overpromises and the body loses people. A low hook rate with a high hold rate means few people start, but the ones who do are interested.
How to improve your hold rate
- Pay off the hook quickly instead of dragging out the setup
- Keep one clear message rather than packing in several
- Cut dead frames where nothing changes
- Add captions so the story still lands with sound off
- Get to the product or the proof before viewers lose patience
A note for static ads
Hold rate is a video metric, so it does not apply to static ads. The static equivalent is whether the image holds attention long enough to be read and clicked, which shows up in click-through rate. Strong static creative still needs a clear hook and one message, the same things that drive hold rate on video.
FAQ
What is a good hold rate for Facebook video ads?
Around 40% or higher is strong when measured against 3-second views. Numbers depend on ad length and how you calculate it.
What is the difference between hook rate and hold rate?
Hook rate measures how many people stop on your ad. Hold rate measures how many of those keep watching past the first few seconds.
Why is my hold rate low?
Usually the opening promises something the body does not deliver, or the ad drags before the main point. Pay off the hook faster and cut dead frames.
Does hold rate apply to static ads?
No. Statics have no watch time. Use click-through rate as the closest signal of whether the creative holds attention.