Hook Rate
How well video ads capture attention in the first 1-3 seconds.
How well video ads capture attention in the first 1-3 seconds.
Why It Matters
Hook rate determines whether your video gets watched at all. On TikTok and Reels, you have 1-2 seconds before users swipe away. A great product pitch means nothing if no one sees past the first second. Improving hook rate is often the highest-leverage video optimization.
Practical Example
Scenario
A brand tests 5 different hooks on the same core video content. Hooks include: question, bold claim, transformation preview, pattern interrupt, and unboxing.
Result
The pattern interrupt hook (dropping product) achieves 45% hook rate vs 22% average. Same content, 2x more viewers reaching the CTA.
Pro Tips
- 1Lead with movement, contrast, or unexpected visuals—static openings lose to thumb-scrolling
- 2Ask a relatable question in the first second: 'Does your skin do this?' is better than 'Introducing our new serum'
- 3Test hook variations systematically—the first 3 seconds often matter more than the entire rest of the video
- 4Use text overlays immediately—many users scroll with sound off initially
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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