# Thumb-stop ratio: what it means for video ads > Thumb-stop ratio is how often people stop scrolling at your video ad. How it is measured, how it differs from hold rate, and what moves it. Source: https://singingads.com/glossary/thumb-stop-ratio # What is thumb-stop ratio? Thumb-stop ratio is the percentage of people who stop scrolling when your video ad appears, measured as short video plays (such as Meta's 3-second video plays) divided by impressions. It is mostly a verdict on the picture: the first frame, the movement and the contrast that make a thumb pause before any word lands. Updated 17 Oct 2026 ## How it is measured, and how it differs from hold rate Most teams compute thumb-stop ratio exactly the way they compute hook rate: 3-second video plays divided by impressions. Meta counts a 3-second play when the video has played for at least 3 seconds, or 97% of its length if it is shorter, and excludes replays. Where teams separate the two names, thumb-stop is about the visual stop and hook rate about whether the opening line holds the viewer. The partner metric is **hold rate**: how many of those stopped viewers stay. A common version divides Meta's 15-second ThruPlays (plays to completion, or of at least 15 seconds) by 3-second plays. High thumb-stop with low hold means the picture works and the message does not. ## What moves it in an AI product ad - **Motion in frame one.** A character already mid-action beats a still that fades in. - **The product, big and early.** If the viewer cannot tell what is being sold, they keep scrolling. - **A look that differs from the feed.** A clay or anime character stands out among filmed phone videos, while a realistic look blends in; choose the look that suits the product, not the trend. - **Readable captions,** placed where the app will not cover them, for the many people scrolling with sound off. ## An illustrative example Illustrative example: a made-up hot sauce brand, Ember Ridge, tests two openings of the same 15-second clay ad. One starts on a calm table shot of the bottle; the other starts on the clay character mid-bite, eyes wide, bottle in hand. The second wins on thumb-stop, but hold rate drops after second four because the next shot is slow. The fix is to animate shot two as well, not to change the opening. ## Common mistakes - Opening on a logo or a title card. Nobody stops for a logo they do not know yet. - Shock frames that have nothing to do with the product. They stop thumbs and lose the click. - Ignoring sound-off viewing: a great sung first line does nothing for a muted viewer unless the caption carries it. - Reading thumb-stop without hold rate, and so rewarding openings that bait and disappoint. ## Related terms See [hook rate](https://singingads.com/glossary/hook-rate) for the calculation and testing method, safe zone for where captions survive the interface, and 9:16 vertical video for the frame itself. To see how a clay character with your product in frame looks, visit clay animation ads or the [example ads](https://singingads.com/examples). ## What it can’t do - A high thumb-stop ratio only shows the opening caught the eye; it says nothing about whether the ad sold anything. Paste your product page. SingingAds writes a jingle about it, sings it and cuts a vertical video ad, using only claims your page makes. From $15 for one ad, or $29 a month for about 4 thirty-second video ads. Made with AI; you approve every word before anything is sung. ## What it costs From $15 for one ad, or $29 a month for about 4 thirty-second video ads. A jingle take costs 4 credits; a typical 30-second video ad about 26. There is no free tier and no free sample. One-time packs ### One ad **$15** once 40 credits, about 1 thirty-second video ad ### Five ads **$59** once 180 credits, about 6 thirty-second video ads Monthly plans ### Starter **$29** a month 120 credits a month, about 4 thirty-second video ads ### Growth **$79** a month 400 credits a month, about 15 thirty-second video ads ### Agency **$199** a month 1100 credits a month, about 42 thirty-second video ads [Full pricing, credits and refunds](https://singingads.com/pricing) ## Questions **Is thumb-stop ratio a metric in Ads Manager?** Not under that name. You build it from Meta's 3-second video plays and impressions, or from TikTok's 2-second video views on TikTok. **Why is my thumb-stop high but sales low?** Usually the opening promises something the rest of the ad or the landing page does not deliver, or the offer is unclear. Check hold rate and the click-through rate next. **Do animated ads get better thumb-stop than filmed ones?** Sometimes, because they look different in a feed of phone videos, but it depends on the product and audience. Test one against the other with the same offer. **Does the first frame matter if the video autoplays?** Yes. Autoplay means the first frame is what people see while deciding whether to keep scrolling, so it does more work than any other frame. ## Sources - [Meta Business Help Center, 3-second video plays](https://www.facebook.com/business/help/743427195703387), read 17 Oct 2026 - [Meta Business Help Center, 15-second ThruPlays](https://www.facebook.com/business/help/471190536725647), read 17 Oct 2026 ## Related - [GlossaryWhat is hook rate in video ads?](https://singingads.com/glossary/hook-rate) - [GlossaryWhat is a jingle?](https://singingads.com/glossary/jingle) - [GlossaryWhat is a sonic logo?](https://singingads.com/glossary/sonic-logo) - [GuideHow much does a jingle cost in 2026?](https://singingads.com/guides/how-much-does-a-jingle-cost) - [Use caseA jingle and video ad for your restaurant](https://singingads.com/use-cases/jingle-for-a-restaurant) - [AllGlossary](https://singingads.com/glossary)