Hook rate is the percentage of people shown a video who keep watching past its opening seconds, on TikTok usually calculated as 2-second video views divided by impressions. It tells you whether the first line, frame or text overlay stopped the scroll, not whether the rest of the video worked.
Key takeaways
- On TikTok ads, you calculate it yourself: 2-second video views ÷ impressions × 100.
- On organic posts, read the retention graph at 2 to 3 seconds.
- Only compare versions that share the same body.
- High hook rate, weak watch time: the opener works, the middle doesn’t.
Why does hook rate matter for brands on TikTok?
The opening carries most of the weight. TikTok says 90% of ad recall impact is captured within the first six seconds, and that over 63% of the highest click-through rate videos show their key message or product within the first 3 seconds. Both are TikTok’s 2020 figures.
TikTok’s Creator Academy (updated September 2026) tells creators to watch retention rate first, and its example of most viewers leaving at 00:02 lists a missing hook as the first thing to check.
How is hook rate calculated?
TikTok Ads Manager reports 2-second and 6-second video views, each counted per impression session, with replays excluded from the 2-second count. You divide by impressions yourself.
| Version | Formula | Where the inputs live | Use it for |
|---|---|---|---|
| Ads | 2-second video views ÷ impressions | TikTok Ads Manager | Comparing openers on ads and Spark Ads |
| Organic | Share of viewers still watching at 2 to 3 seconds | Retention graph in TikTok analytics | Posts on your own account |
TikTok’s 6-second view also counts a full play of a shorter video, or an engagement in the first 6 seconds, so it fits hold rate better than hook rate. Pick one version and stick with it.
What does hook rate look like in practice?
A brand runs two ads with the same 20-second body and different openers (illustrative numbers):
- Opener A, “I stopped paying for this every month”: 40,000 impressions, 12,000 2-second views. Hook rate 30%.
- Opener B, a product shot with a price overlay: 40,000 impressions, 7,200 2-second views. Hook rate 18%.
A wins the opening. Then check 6-second views and average play time: if A loses most viewers by second 4, its hook promises what the body doesn’t deliver. See how to test TikTok hooks before paid ads. For opener ideas, see TikTok hooks that work, or draft options with the TikTok hook generator.
Related terms
- Creative testing: running versions to find a winner.
- Creative fatigue: a winning ad wearing out. Watch for a falling hook rate.
- Spark Ads: ads that run an existing organic post.
- TikTok slideshow: photo posts where the first slide does the hook’s job.