Reference / Glossary / Creative and formats
Hook
The opening one to three seconds of a video ad, which determine whether a viewer keeps watching on skippable and feed placements. Hook rate (3-second views divided by impressions) is the first creative diagnostic on Meta and TikTok, and hook testing is the most productive creative test most advertisers can run.
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Cite this entry:
Agency Echelon. "Hook." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/hook/