Hook rate is the percentage of people who see a video and watch the first 3 seconds. It is the earliest performance signal in short-form video advertising; above 30% is considered good. If the hook is weak, nothing else in the campaign can rescue the result.
What lifts hook rate: motion in the first frame, a clear claim reinforced with on-screen text, and showing a problem the viewer recognises. Videos that open on a brand logo produce the lowest hook rates in Turkey. On TikTok and Reels this metric gives an earlier and more reliable signal than click-through rate.
Hook rate = 3-second views ÷ Impressions × 100
100,000 impressions with 28,000 people watching 3 seconds → 28% hook rate, below the threshold.
What lifts hook rate: motion in the first frame, a clear claim reinforced with on-screen text, and showing a problem the viewer recognises. Videos that open on a brand logo produce the lowest hook rates in Turkey. On TikTok and Reels this metric gives an earlier and more reliable signal than click-through rate.
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