[et_pb_section admin_label="section"] [et_pb_row admin_label="row"] [et_pb_column type="4_4"][et_pb_text admin_label="Text"]The HOOK is the first 2-3 seconds of your videoA strong hook will stop your prospect in their scroll.Think of it like "getting the hooks in."The better the Hook Rate - the better the adSimple...BUT WHY?Because in the age of short-form content, lower attention span, and more competition - you need to fight hardto stand out and GRAB the attention of your prospect.It is the most vital part of any ad creativeSo it’s worth measuring.MEASURING HOOK RATEWe call it HOOK RATE or the THUMBSTOP RATIOThe impact your creative has to STOP the scroll, and you can measure it easily.It is the number of people who SEE your ad VS. the amount that stops to watch the first 2-3 seconds of it.HOOK RATE = 3 SEC VIDEO VIEWS / IMPRESSIONS
To work this out, make sure you have the 3 Sec Video View and Impressions column in your meta ad account dashboardand track this every couple of days.
There is an argument to say the HOOK RATE for META is measured off of 3 secs views while the TIKTOK HOOK RATE is measured off of 2 secs video views,since the watch time is lower on that platform.Now that you have the capacity to measure this metric you need to be testing various hooks in your ad strategy.I have some content on how to increase the HOOK output and variations with quite little effort.Check that resource right here!If your brand is scaling and trying to push past that £50k per month mark, it might be worth having a call about how our offer can handle the creative for you.Book a call here if you want to chat about it: BOOK A CALL
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