Video Ad Hook Rate Benchmarks 2026
Industry comparisons for Meta sales ads
Hook rate is three-second video plays divided by impressions. Compare 14 industries using Billo's Meta sales-ad data from January to June 2026.
Key findings
Check the source and sample before you use a figure as a target.
Industry hook rates
Find your industry average
Billo reports these averages for January to June 2026. Use them as reference points. They are not required targets. [1]
Compare ads with the same goal and hook-rate formula. Your audience, price, and offer can differ from the industry sample.
Meta video ad hook rate by industry, H1 2026
[1]| Animals & Pet Supplies | 21.32% |
|---|---|
| Apparel & Accessories | 22.94% |
| Arts & Entertainment | 23.02% |
| Baby & Toddler | 22.56% |
| Business & Industrial | 28.74% |
| Electronics | 22.21% |
| Food & Beverages | 26.14% |
| Health & Beauty | 28.11% |
| Home & Garden | 25.06% |
| Services | 23.86% |
| Software | 22.90% |
| Sporting Goods | 26.89% |
| Toys & Games | 28.79% |
| Other | 23.59% |
Hook rate = three-second video plays ÷ impressions × 100. Select Average hook rate to sort. These averages are reference points, not pass or fail scores.
Attention and return
Check sales as well as views
Billo's ROAS report covers the same period and sample size. ROAS is ad revenue divided by ad spend. These selected categories show why views alone cannot measure sales success. [2]
These are category averages. They do not show how hook rate affects sales for an individual ad. Check clicks, acquisition cost, and purchases before you increase spend.
Calculate your rate
Calculate your hook rate
Divide three-second plays by impressions, then multiply by 100. Keep dates, placements, and campaign goals the same when you compare ads. A rate based on video starts is a different measure.
Example: 2,800 three-second plays ÷ 10,000 impressions × 100 = 28%. A rise from 25% to 28% is three percentage points. This is an example, not another benchmark.
- No impressions: mark the rate as unavailable.
- Few impressions: wait for more data before you judge the opening.
- Different formula: calculate a matching rate before you compare.
- Different platform: use data from that platform. This table covers Meta.
Plan a hook test
Test one change to the opening
Decide what the viewer must understand first. Change the first frame, opening line, or product action. Keep the body and offer the same.
Set a sales or acquisition-cost target as well as a hook-rate target. An opening can increase views without attracting more buyers.
About this report
Data sources and limits
The figures come from Billo's hook-rate and ROAS reports. Sovran added the explanations, example, and testing advice.
The sample covers Meta video ads with a sales goal. Billo does not publish a margin of error or fully explain how each advertiser affects the averages. The data cannot show whether a small gap is meaningful or whether a higher hook rate causes more sales.
- Observation period: January 1–June 30, 2026.
- Source scope: Meta video sales ads; no TikTok or YouTube observations.
- The overall average comes from Billo, not an average of the category rows.
- The data does not give rates by placement or account size.
- Sources checked: September 29, 2026.
Sources
- [1] Billo. “Video Ad Hook Rate Benchmarks H1 2026.” 2026. https://billo.app/creative-insider/data-insights/hook-rate-benchmarks-h1-2026/ (opens in a new tab). Accessed September 29, 2026.
- [2] Billo. “Video Ad ROAS Benchmarks H1 2026.” 2026. https://billo.app/creative-insider/data-insights/video-ad-roas-benchmarks-h1-2026/ (opens in a new tab). Accessed September 29, 2026.
Common questions
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Plan your next test
Use these tools and guides to put the data to work.
Test a new opening
Use Sovran to create new hooks from your footage. Reuse the body and offer to compare the openings.