All the cool kids want to optimize their hook rates. Yes, hook rates matter – yet it’s critical to be mindful of nuances in measuring hook rates, which I point out in this episode

A very common metric that’s cited lately in reviewing and evaluating user-generated content (UGC) or videos in general is the hook rate or the three-second view rate, and its cousin, the hold rate, which is the video completion rate. 

These metrics are crucial as they measure how effectively a video captures and retains viewer attention. However, it’s essential to approach these metrics cautiously, especially when testing on platforms like Meta, due to their variability across different placements.

For instance, when you examine the hook rate for a single ad, you’re looking at an average that spans various contexts—ranging from Audience Network and Reels to different feeds. Consequently, a higher hook rate in one ad doesn’t necessarily signify better performance; it might merely reflect a differing mix of placements compared to another ad.

Therefore, I suggest using hook rates primarily as a negative signal – BUT not a positive signal. If the hook rates are exceptionally low—typically anything below 20%, and definitely alarming under 15% or 10%—this serves as a clear warning sign that the content may not be engaging. Conversely, minor differences, such as between a 30% and a 35% hook rate, shouldn’t be overinterpreted. 

Remembering this nuance can guide you to make more informed decisions and optimize your creative strategy effectively.

BEFORE YOU GO

I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify, or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show.

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Thank you – and I look forward to seeing you with the next episode!