Why it matters
In Reels, Stories and Feed, people decide in a moment whether to keep scrolling. If the opening doesn't earn attention, nothing that follows — the demo, the proof, the offer — gets seen. Hook rate isolates that opening, so you can tell a weak hook from a weak middle or a weak offer. It's also one of the fastest creative signals you have, because it builds up from impressions long before sales data means much.
How to calculate it
Hook rate isn't a standard Ads Manager column, but you can build it as a custom metric: 3-second video plays ÷ impressions. Meta counts a 3-second video play when a video plays for at least 3 seconds, or for nearly its full length if it's shorter than that.
Worked example
Example: three hooks on the same 30-second video, same audience, similar spend.
| Hook | Impressions | 3-second plays | Hook rate |
|---|---|---|---|
| A: product close-up | 40,000 | 7,200 | 18% |
| B: bold claim on screen | 40,000 | 10,400 | 26% |
| C: the problem, shown in the first second | 40,000 | 13,600 | 34% |
Hook C wins attention. Before scaling it, check hold rate and purchases to confirm those extra viewers are the right people.
What's a good hook rate?
It depends on placement, format, category and audience, so a benchmark from another brand won't tell you much. Build your own baseline: the median hook rate of your video ads over the last few months. New hooks that beat it are worth building variations on. Those well below it need a new opening, not a new audience.
How to improve it
- Open with motion or a pattern break — no slow logo intros.
- Show the problem, the result or the product in use straight away.
- Put a short, readable text hook on screen, because many people watch with the sound off.
- Test several hooks on the same body video, so the opening is the only thing that changes.
- Borrow structures, not content: long-running ads in the Meta Ad Library show which hook styles keep working in your category.
Common mistakes
- Applying hook rate to static images. It only works for video.
- Chasing hook rate with clickbait. A shocking opening can stop the scroll and still attract the wrong viewers, which drags down conversion rate.
- Comparing hook rates across placements without splitting by placement.
Frequently asked questions
What is a good hook rate for Facebook video ads?
It varies by placement, format, category and audience, so a benchmark from another account won't tell you much. Use the median hook rate of your own recent video ads as your baseline. New hooks that beat it are worth building on.
How do I calculate hook rate in Meta Ads Manager?
Create a custom metric that divides 3-second video plays by impressions, then add it to a saved column preset next to your other creative metrics. It only applies to video ads. Compare it within the same placement where you can.
What is the difference between hook rate and hold rate?
Hook rate measures how many impressions become 3-second views, which tells you whether the opening stops the scroll. Hold rate measures how many of those viewers keep watching, which tells you whether the rest of the video keeps their attention. Together they show where a video loses people.
