Metrics
Hook Rate
Definition
Hook rate is the share of viewers who keep watching past the first few seconds of a clip.
Full explanation
Hook rate measures how effectively the opening of a clip stops the scroll. It is typically the percentage of impressions that become a meaningful view (e.g. 3-second views ÷ impressions). A strong hook is the single biggest lever on short-form performance.
Why it matters
Platforms decide how far to push a clip largely on early retention. A weak hook caps reach no matter how good the rest of the clip is.
How it works
Clippers test opening lines, captions, and visuals, then compare hook rate across variants to find patterns that travel.