<b>The hook rate: your real first metric</b>

<b>The hook rate: your real first metric</b>

Before conversions, before cost, there's the question: did anyone actually <i>watch</i>? That's your hook rate.

Hook rate = the share of people who stayed past the first 3 seconds (often shown as 3-second views divided by impressions).

Why it's the first thing to read: if folks scroll away in second 2, nothing downstream matters. Targeting, budget, landing page — all wasted on a video nobody sees.

A helpful feel: many strong TikTok ads hold around 30% or more past 3 seconds. Lower, and your opening needs work, not your budget.

What fixes a weak hook:
— Start mid-action, no slow logo intro
— Put the promise or pattern-break in second one
— Show a face or motion immediately

Try this: watch your own ad's first 3 seconds with the sound off. Would <i>you</i> keep scrolling? Be honest, then tweak just the opening. Small change, big lift.