Hook rate
Hook rate is the share of people who keep watching past the first few seconds of a video — commonly 3-second views divided by impressions.
It tells you whether the opening works, separately from whether the rest of the video does. Ad platforms and analytics tools define it slightly differently, so compare it within one platform.
If hook rate is low, change the first line and first frame before anything else.
Related terms
Hook — A hook is the first one to two seconds of a short video — the line, image or text on screen that makes someone stop scrolling.
Watch time — Watch time is how long viewers spend watching a video, in total or on average — one of the strongest signals short-video platforms use to decide who else sees it.
Completion rate — Completion rate is the share of viewers who watch a video to the end.