Why hook rate matters
Feed video is decided instantly: most viewers are gone within seconds, and everything after the hook, the story, the proof, the offer, plays only for those it kept. Creative teams treat hook rate as the first gate: a weak hook wastes a strong ad, and testing hooks moves results more than polishing anything downstream.
Working the hook
- Test hooks as variantsSame body, different first three seconds
- Front-load the reason to stayMotion, claim, question, or product-in-action
- Design for sound-offThe hook must work as pictures and text
- Read it with completion and conversionKept attention must still sell
Questions
What counts as a good hook rate?
Platforms define the measurement window differently and norms vary by format and audience, so the working benchmark is your own account: rank your ads by hook rate, study what the top ones do in second one, and make more of that.
Can a hook be too good?
Clickbait’s problem in video form: a sensational open that the ad can’t pay off holds viewers who never convert and trains distrust. The hook’s job is starting the sale, not just stopping the thumb.