{
 "slug": "hook-rate-and-hold-rate",
 "name": "Hook rate and hold rate",
 "category": "publish",
 "group": "Reading the numbers",
 "media": [
  "video"
 ],
 "checked": "2026-11-13",
 "effect": "Tells you which part of a paid video leaks.",
 "use_when": "Reading Meta ad results.",
 "phrase": "hook rate is three-second views divided by impressions; hold rate is the share that keeps watching past the opening",
 "pitfalls": [
  {
   "text": "Practitioner bands for Meta, directional only since Meta publishes no benchmark: a hook rate under 25 percent is weak and 30 to 40 good; a hold rate under 15 percent is weak and about 25 good.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on hooks and ideas"
  },
  {
   "text": "TikTok's view rates divide by views, not impressions, so these bands do not transfer. Compare within one placement.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on hooks and ideas"
  },
  {
   "text": "Judge a creative on conversions, not on the hook rate of an ad that spent 200 dollars.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on hooks and ideas"
  }
 ],
 "per_model": [],
 "external_refs": [],
 "licensed": [],
 "site_names": [],
 "related": [
  "read-two-numbers",
  "test-matrix-one-variable"
 ],
 "rights": "own-work",
 "evidence": "practitioner",
 "source": {
  "url": null,
  "note": "Own words from Director Chair field notes on hooks and ideas"
 },
 "body": "",
 "shown_with": null,
 "url": "https://directorchair.ai/publish/hook-rate-and-hold-rate",
 "markdown": "https://directorchair.ai/publish/hook-rate-and-hold-rate.md",
 "prompts": {
  "chat": "Give me a step-by-step plan I can follow this week, for a short video about [your product], for [your audience]. The technique is hook rate and hold rate: tells you which part of a paid video leaks. How it works: hook rate is three-second views divided by impressions; hold rate is the share that keeps watching past the opening. It is right for: reading Meta ad results. Practitioner bands for Meta, directional only since Meta publishes no benchmark: a hook rate under 25 percent is weak and 30 to 40 good; a hold rate under 15 percent is weak and about 25 good. TikTok's view rates divide by views, not impressions, so these bands do not transfer. Be concrete: numbers, seconds and settings, no theory. Ask me one question first if something you need is missing."
 },
 "licence": {
  "code": "MIT",
  "text": "CC BY 4.0",
  "third_party": "Clips and card texts inside a \"licensed\" block belong to their makers and are shown with permission and credit."
 }
}