Give the opening a clear job.

Review the creative before judging the audience

Watch the original at normal speed, then pause at the points where the product, benefit and brand become understandable. Record those timestamps as observations about the file. They do not show when a viewer stopped scrolling or chose to leave.

Review with sound on and off. Note which information depends on voiceover, captions, packaging or demonstration. Do not assume everyone watches in the same conditions.

Make a specific edit hypothesis

If the opening is unclear, propose a version that makes the benefit or demonstration easier to understand. Keep the original, record the changed scene and state what should remain constant.

For an illustrative skincare ad, a reviewer might replace a decorative opening with the product application and a legible benefit. That is a proposed edit, not a demonstrated increase in retention.

Measure the test in its own context

Compare the versions using the same intended placement, audience, offer and observation window where possible. Preserve spend, delivery and metric definitions alongside results. Differences in those conditions limit attribution.

The public Hook Timer records selected creative moments. It does not measure viewer retention. RoastIQ diagnostics and any named outcome-model validation are separate evidence, with their own coverage limits.

Continue the review

Use the Hook Timer to mark creative moments, read the methodology and evidence limits, or return to the industry review guides.