MarketSplash develops modern marketing playbooks for the agentic web era. Articles, workflows, and free skills for your AI tools. All in one place.
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1/ One agency publishes two strong hook rates: 25% and 70%.
Hook rate is the share of viewers who gave an ad three seconds. Nothing about the ads changed between those two pages.
Only what the agency divided those plays by. 🧵
5/ Rank every opening against your own account instead.
Pull your video ads from the last 60 to 90 days, group them by audience and placement, take each group's median hook rate, then divide every hook by that median.
1.3 means 30% above your usual. 0.8 means 20% below it.
6/ A hook at 1.4 times your own median is a winner, whatever a blog calls good.
Set a minimum impressions per ad first. One guide asks for 2,000. Below that, log the row and never rank it.
Full breakdown:
marketsplash.com/ad-hook-ban…
#AdCreative #PaidSocial
1/ A folder of your winning ad openings tells you what each one said. It never tells you whether the opening is what won.
The offer, the audience, or a cheap week in March could have done that work instead.
🧵
7/ Take every video ad from the last 60 to 90 days, group them by audience and placement, and take each group's median hook rate.
An opening at 1.3 times its group's median is a winner in your account, whatever a blog calls good.
8/ One guard: a creative needs 2,000 impressions before you judge it. Under that, log the row and leave it unranked.
A folder tells you what you said. The rows tell you what to say next.
Full method:
marketsplash.com/ad-hook-ban…
#PaidSocial #MetaAds
1/ Hook rate is the share of people who gave your video ad three seconds.
One growth agency says a strong hook rate starts at 25%. On another of its own pages, it says 70%.
Same metric, same three seconds. Only the bottom of the fraction moved. 🧵
5/ A winning opening and a winning ad are different findings.
A 40% off week lifts everything downstream. A retargeting audience lifts hook rate on its own. Log the offer, the audience, the placement and the dates beside every win.
Otherwise you credit the wrong thing.
6/ A folder of saved ads tells you what each one said. It never tells you what the opening earned.
Log the numbers and the conditions, or next week's batch copies the easiest thing to see.
Full breakdown:
marketsplash.com/ad-hook-ban…
#PaidSocial #MetaAds