How To Find Your Video Ads Hook Rate - The Ecom Growth Newsletter #53

The Early Checkout

The Ecom Growth Newsletter #53

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What's one thing every business is trying to get more of, and when done right, it will translate into sales and profits?

If you said ATTENTION, then you are spot on.

According to a recent study done by Meta Platforms, Inc, the average human being has only an additional 26.9 hours of attention per week. Meaning your biggest competitor in the newsfeed is not someone else trying to sell your customers.

It’s Attention!

In today's issue, we have a returning contributor Alex Stiehl from Get Notissed, who is going to share a powerful metric called "Hook Rate." We should all be using this metric to better understand our video views and ultimately hold our customer's attention!

Let's get into it....

A MESSAGE FROM THE MARKETING MILLENNIALS (SPONSOR)

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Working as a marketer is kind of weird. Your job is literally to master the art of getting people’s attention – easier said than done.

So, is it possible to capture the attention of someone whose job it is to capture attention?

We’re about to find out.

My name is Daniel. I’m a marketing operator, a brand consultant, and the creator of The Marketing Millennials newsletter.

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Attention Span

An attention span is the length of time an individual is able to remain focused and engaged on a particular task or piece of content.

Improve your attention span (Click Here)

Source Link: (Click Here)

Whew, you got people to stop in their scroll to watch your video… but now what?

Just because your thumbnail and Scroll Stop Rate is good, doesn't mean they will stick around to watch your video.

In fact, the average watch time of many videos is around 3 seconds.

That means a lot of people leave at or before the 3-second mark of your video.

Chances are you only get about 15-25% of video viewers watching past the 3-second mark.

What does that mean?

You are paying to show your video to people who will not watch it. Likely because the beginning is either boring or irrelevant.

Some common mistakes for the first 3-seconds are:

• putting your brand logo at the beginning

• slow moving video

• showing content that your customers cannot connect with

It's simple... your video is not Hooking enough people in to watch.

Similar to fishing, using the correct hook to catch the fish you are after, we need to use the right Hook to get customers watching more.

Not only that, but measure the Hooks performance. This is called the Hook Rate.

The Hook Rate measures how many people watch the first 3 seconds of your video compared to how many people watched any of your video (Video Plays).

What you put in the first 3 seconds is the next most important thing of your video after the Scroll Stop Rate.

If customers don't watch the first 3 seconds of your video, then they cannot watch long enough to see the awesome solution you are providing and the call to action of your video.

Therefore, they will scroll and forget about your video. They will forget about your brand. Faster than Elon changes his mind about the Twitter Blue subscription.

To improve Hook rates, we must first be able to measure it, so we have a starting point to improve on.

To make the Hook Rate metric (Facebook):

1) Go to your Facebook Ads Manager

2) Click on Columns

3) Click on Customize Columns

4) In the top click Create Custom Metric

5) Name your metric "Hook Rate"

6) Choose Percentage (%)

7) In the formula section enter "3-Second Video Plays"

8) Then "divide" or press /

9) Then enter "Video Plays"

10) Click Create Metric

Now you are set. You can see how many people started watching your video and made it to the 3-second point.

A word of warning on Hook Rates: Do not make them very general or clickbaity. You will get high numbers, but your viewers will not turn into qualified customers.

You will be creating your own spam traffic that you cannot even get results from when retargeting.

So, make sure that you are creating quality content that is speaking to your customers!

What do we put in the Hook to improve it?

Here is a list of 5 Hook strategies you can try to improve your Hook Rate:

1- Increase speed of your current hook by 10-20%

It could be your hook is just right, but too slow and boring. Speed it up a bit. If you have any talking, use a professional editor so that the voices don't sound like chipmunks!

2- Show the problem you are trying to solve:

Your customers should be able to recognize the problem and relate to it. Think of "As Seen On TV" commercials. The first bit is of the struggle. People dropping their pasta all over the floor. It's ridiculous, but it works, and you keep watching!

3- Show the outcome your customers are desiring:

There is a reason magazines use models. It's because your customers want to look like them. For beauty brands, we have seen success in showing the finished look in the hook. Then switching to showing how the product was applied, and how the look was achieved.

4- Show a fast-moving clip of something your customers will recognize:

If you don't have a lot of content to use for videos, you can use B-roll. B-roll is video clips that someone has made and allows for commercial use. For instance, if you are selling workout equipment, you could show some fast clip of someone exercising at the gym. Lifting weights. Fast to get attention and hook them in.

5- Study TikTok trends for hooks:

TikTok has less than 0.5-seconds to hook someone into watching a video. If the hook isn't excellent, then people scroll fast. Study some organic videos in your niche. Find ones that have a lot of views and look at what they are doing in the first 3-seconds.

Remember to think of your videos as blocks. Blocks that can easily be swapped out create new videos.

If your Hook Rate is low, start with swapping the first 3 seconds. Use some of the recommendations above.

Leave the rest of the video the same. You don't have to keep making new videos from scratch.

Measure. Find what works and what doesn't. Make new versions of what works.

See you at the top!Want to get help with your video ads? Checkout Get Notissed Media

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Today's email was written & edited by: Zachary J. Radford

Today's expert contributor: Alex Stiehl

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P.S. Have fun this weekend! ♥

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