Glossary · Updated November 2, 2026
Hook rate
Hook rate is the share of people shown a video who keep watching past its first few seconds, used to judge whether the opening works.
How is hook rate calculated?
On ads, divide the number of short views (for example 2-second or 3-second video views, depending on the platform's report) by impressions, then multiply by 100. On organic posts there is usually no impressions count, so read the audience-retention graph at the 2 to 3 second mark instead.
Pick one version and keep it. Mixing 2-second and 3-second views makes results impossible to compare.
How should you use it?
Compare hook rate only between versions that share the same body, so the opener is the only change. A high hook rate with low average watch time means the opener works and the middle does not.
Put it to work
Paste your website. The crew writes the hooks, plans the calendar and makes the videos, and you approve what posts.
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