I have that happen to me. Usually, I let twitch the plug fast w/o reeling, let it sit for a quick second then start again, this works sometimes. I also like using split rings on top water plugs.
Welcome to the ditch! frustrating eh ?? The fish and current are moving so fast and with plenty of bait, they slap and continue. I like to try and keep the plug jumping - thrashing and hope for a solid hookup. Ditch Trolls