Hook rate
Hook rate is the share of people who stop and watch the first few seconds of your video ad. It tells you whether your opening earns attention or gets scrolled past.
The formula
Hook rate = 3-second video plays / impressions
You run a video ad. It gets 10,000 impressions and 3,000 three-second plays. That is 3,000 / 10,000 = 30% hook rate. Three in ten people stopped long enough to start watching.
Most teams use 3-second plays as the cutoff because that is what Meta reports. Some use the thumbstop number instead, which is usually the same idea under a different name.
What counts as a good hook rate
There is no fixed number, and it shifts by placement and audience. As a rough guide:
| Hook rate | Read |
|---|---|
| Under 20% | Weak. The opening is not stopping people |
| 20-30% | Average. Room to improve |
| 30%+ | Strong. The hook is doing its job |
Treat these as ballpark figures, not hard rules. A cold audience and a warm one will not behave the same way.
Why hook rate matters
The first few seconds decide everything else. If people scroll past, your offer, your proof, and your call to action never get seen. A low hook rate caps the whole ad, no matter how good the rest is.
It also affects cost. Meta rewards ads that hold attention with cheaper delivery. A better hook often means a lower CPM and a lower cost per result.
How to improve your hook rate
- Lead with the strongest visual in the first frame, not a slow intro
- Add motion early so the ad moves the moment it loads
- Put a clear text hook on screen for people watching with sound off
- Open with the problem or the payoff, not your logo
- Test several openings against the same body
Hook rate vs thumbstop rate
These two often mean the same thing: the share of people who stop on your ad. Some teams use "thumbstop rate" for the scroll-stopping moment and "hook rate" for the watch that follows. In most reports they are measured the same way, with 3-second plays over impressions.
A note for static ads
Hook rate is a video metric. Static ads do not have a play count, so the closest signal is click-through rate, which shows whether the image stopped the scroll. The job is the same either way: the first thing people see has to earn the next second. Tools like Adrio help you build static ads designed to stop the scroll, then test which version does it best.
FAQ
What is a good hook rate on Facebook?
Roughly 30% or higher is strong, 20-30% is average, and under 20% is weak. Numbers vary by placement and audience.
Is hook rate the same as thumbstop rate?
Usually yes. Both measure how many people stop on your ad, and both are often calculated as 3-second plays divided by impressions.
How do I improve a low hook rate?
Change the first frame. Lead with a strong visual, add early motion, and put a clear text hook on screen for sound-off viewers.
Does hook rate apply to static ads?
Not directly, since statics have no plays. For static ads, use click-through rate as the closest read on whether the creative stops the scroll.