Hook rate
DefinitionGrowth
Hook rate
The share of people who stay past the first moments of a video ad, commonly the first three seconds, out of those it was served to. The scoreboard for the opening frame: performance creative lives or dies on whether the hook earns the next second.
Evidence from the library
<2.5sSocial ads are watched for less than three secondsStat~2xEmotional, distinctive opening seconds roughly double the brand memories built at any attention level.PrincipleA YouTube ad click pauses the video, so its conversions surface later as brand search and direct traffic - without a lift study the ad looks like it failed.Principle+23%Creator ads on short-form video can deliver 23% more Brand Memory Lift than brand-made ads - but only with disciplined execution.StatSkippable ads start weaker than non-skippable ones and then overtake themPrinciple
Source
Marketing Definitions
performance creative convention from Meta ads reporting (3-second video plays / impressions)
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