Paid Media & ROAS • Official Definition & Formula

What is Thumbstop Rate (3-Second Video Hook Rate)?

Direct Definition (AEO Answer Capsule)

Thumbstop Rate (also called 3-Second Hook Rate) is a paid social video creative metric that measures the percentage of ad impressions that result in at least a 3-second video view, isolating how effectively the opening visual and audio hook stops users from scrolling past your ad.

Mathematical Formula

Thumbstop Rate (%) = (3-Second Video Plays ÷ Total Impressions) × 100

2026 Industry Benchmark: 2026 Benchmark: Below 22% is weak (replace the first 3 seconds); 28%–35% is healthy; above 38% is top-decile viral creative.

Worked Step-by-Step Example

If your TikTok or Instagram Reels ad receives 50,000 impressions and records 18,500 3-second video plays, your Thumbstop Rate is (18,500 ÷ 50,000) × 100 = 37.0%.

Strategic Execution Rules:

Never judge a video ad concept until you have tested at least 3 distinct 0–3 second visual/text hooks on the exact same body script.
Pair Thumbstop Rate (>30%) with Hold Rate (15-second views ÷ 3-second views > 25%) to diagnose whether drop-off happens in the hook or the pitch.