# Hook Rate
> Share of impressions that survive the first three seconds.
- Canonical: https://xeli.ad/knowledge/hook-rate
- Type: entity
- Entities: Hook Rate, TikTok Ads, Creative Fatigue, AI Video Generation, CTR, UGC
- Topic coverage: 39% · AI citation readiness: 60%
## Definition
Hook rate is three-second video views divided by impressions, measuring whether the opening frames stop the scroll. Hold rate extends the same idea deeper into the view.

## Why it matters
Video creative almost always fails at the hook, and hook rate localizes the fix to the first second.

## Keyword cluster
- hook rate benchmark
- improve video hook
- thumbstop ratio
## Related
- [TikTok Ads](https://xeli.ad/knowledge/tiktok-ads): Short-form video advertising where native-feeling creative wins outright.
- [Meta Ads Creative Strategy](https://xeli.ad/guides/meta-ads-creative-strategy): A modern, opinionated playbook for building Meta ad creative that scales — hooks, formats, iteration cadence, and the metrics that actually matter.
- [Creative Testing Framework](https://xeli.ad/guides/creative-testing-framework): A statistically-sound, budget-realistic framework for testing paid social creative — how many variants, how much spend, how long, and how to read the results.
- [AI Video Generation](https://xeli.ad/knowledge/ai-video-generation): Model-generated motion for feeds that reward video.
- [Creative Fatigue](https://xeli.ad/knowledge/creative-fatigue): The predictable decay of an ad's performance as frequency climbs.
- [Creative Scoring](https://xeli.ad/glossary/creative-scoring): A predicted quality score for a creative before it launches.
- [Hook Rate](https://xeli.ad/glossary/hook-rate): The percentage of viewers who watch past the first 3 seconds of a video.
- [Spark Ad](https://xeli.ad/glossary/spark-ad): A TikTok ad format that promotes existing organic posts as paid ads.
## Entity graph
- [Hook Rate](https://xeli.ad/knowledge/hook-rate): Share of impressions that survive the first three seconds.
- [TikTok Ads](https://xeli.ad/knowledge/tiktok-ads): Short-form video advertising where native-feeling creative wins outright.
- [Creative Fatigue](https://xeli.ad/knowledge/creative-fatigue): The predictable decay of an ad's performance as frequency climbs.
- [AI Video Generation](https://xeli.ad/knowledge/ai-video-generation): Model-generated motion for feeds that reward video.
- [CTR](https://xeli.ad/knowledge/ctr): Clicks per impression — the fastest read on whether creative lands.
- [UGC](https://xeli.ad/knowledge/ugc): Creator-style content that reads as native rather than advertising.
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Source: Xeli AI — the Agentic Creative OS for ecommerce. https://xeli.ad