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Glossary / Video metrics

3-second video play.

Short answer

A 3-second video play is Meta's count of the times a video ad played for at least three seconds, or for nearly its full length if the video is shorter than that. It is the top half of hook rate and the bottom half of hold rate.

Also called: 3-second views, 3-second video plays

The formula

Cost per 3-second play = spend / 3-second video plays

A Kestrel & Vane 20-second video gets 60,000 impressions, 18,600 three-second plays and $540 in spend. That is a 31.0% hook rate and $540 / 18,600 = $0.029 per 3-second play. A static ad in the same ad set shows no 3-second plays at all, because there is no video to play.

Why it matters

Three seconds is roughly where a scroll turns into a choice. The raw count says little on its own, since it grows with spend, but it is the base for the ratios that do: hook rate (how many stopped) and hold rate (how many stayed). Watch for inflated counts: other play columns that log any start of a video, including autoplay starts that last a fraction of a second, make a hook look far stronger than it is.

How to improve it

You earn more 3-second plays per impression by fixing the first frame: movement, a face, a clear product shot, or bold text that names the problem. Add captions so the opening makes sense with the sound off, since most feed video starts muted.

3-second video play in Fovea

The nightly Meta sync stores 3-second plays and ThruPlays for every ad, per day, so hook and hold history builds up over time. Static ads show a dash instead of 0%, so a still image is never scored as a failed video.

See Winners →

Questions, answered.

What is the difference between video plays and 3-second video plays?+

Video plays counts every time a video starts, including autoplay starts that last a moment. 3-second video plays only counts plays that reach three seconds, so it is the better signal of real attention.

Is a 3-second play the same as a ThruPlay?+

No. A ThruPlay needs the video to play to completion or for at least 15 seconds, so it is a much higher bar. Hold rate compares the two.

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Fovea tags every hook, angle and transcript on upload and keeps hook rate, hold rate and ROAS beside each linked creative.

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