What is hook rate? Formula and how to use it
Hook rate: Hook rate is the percentage of impressions that turn into at least a 3-second video view. It measures how well the opening of a video stops people from scrolling past.
Hook rate is the share of people who see your video and keep watching past the first few seconds. The common formula is 3-second video views divided by impressions, times 100 (Motion). It tells you whether your hook is stopping the scroll.
How it works
Hook rate = (3-second views ÷ impressions) × 100
Hook rate isn’t a standard platform column. It’s a custom metric that ad buyers build from the platform’s own numbers (Motion). Platforms count early views differently. TikTok Ads Manager, for example, reports 2-second and 6-second video views, each counted within an impression session (TikTok). Pick one definition and use it every time you compare.
A related number, hold rate, tracks how many of those viewers keep going: 15-second plays divided by 3-second plays (Motion).
Example
Your ad gets 40,000 impressions and 10,000 3-second views.
10,000 ÷ 40,000 × 100 = 25% hook rate
You swap only the on-screen hook and run it again. The new version gets 14,000 3-second views from 40,000 impressions: 35%. Same footage, better opening. These are example numbers, not benchmarks.
Hook rate on organic posts
On organic posts you usually see views, not impressions, so you can’t compute hook rate the same way. The closest signal is how long people watch. TikTok’s video analytics show how long viewers watched and the average watch time (TikTok). A sharp drop in the first seconds means the hook isn’t working. See watch time.
Why it matters for UGC creators
- It isolates the hook. Keep the reaction and demo the same, change only the opening line, and hook rate shows which line wins.
- It explains low views. If people leave in the first seconds, a better demo won’t help. Fix the opening first.
- Brands use it. Teams running your video as UGC ads often judge creatives on hook rate. Knowing the number helps you talk about results.
Testing hooks needs a supply of them. Try the free hook generator for lines to test.
Related terms
- Hook: A hook is the first line, shot or on-screen text of a short video, built to stop viewers from scrolling past in the first seconds.
- Watch time: Watch time is the total time viewers spend watching a video. Average watch time divides it by views, showing how far a typical viewer gets before scrolling away.
- Engagement rate: Engagement rate is the percentage of viewers (or followers) who interact with a post through likes, comments, shares or saves. It shows how strongly a video landed.
- UGC ads: UGC ads are paid social ads made from user-generated-style videos, where a creator shows or talks about a product in a natural, phone-shot style instead of a studio production.