Reels are a short video format on Instagram (vertical, 9:16). It works when the hook grabs attention in 1–3 seconds and the clip gets straight to the point. With the right content, you can achieve reach, CTR, and leads.
What is Reels?
Reels is Instagram's short video: typically 15–30 seconds long, with an aspect ratio of 9:16. The algorithm rewards clips that are watched in full, reacted to, and shared. In marketing, Reels is a quick way to test hooks and drive traffic to a landing page.
In short: Reels = quick, hook-focused vertical ads, organic or paid.
Where Reels works best
Product/feature quickly: one benefit, one demo.
Reference/UGC style: authentic experience → trust.
Top-of-funnel + remarketing: attract + remind.
Employer branding: culture, behind the scenes.
7 steps to get started
Goal first. Reach, traffic, or lead? Choose one.
Hook 0–3 s. Question, statement or before–after. Sound/text on screen immediately.
Show, don't explain. Demo the benefit in 5–15 s, big text, clear image.
Always add captions. Most watch on mute.
CTA on screen. “Book 20 min”, “Download template”, “See price”.
Version them. 3 hooks, same structure. Test the thumbnail as well.
Measure and scale. CPV, retention (3 s/50 %), CTR, CPL/CPA. Increase budget for the winner.
Good Reels structure (15–30 s)
0–3 s: Hook (problem/benefit).
3–15 s: Demo (show solution, 1–2 points).
15–25 s: Proof (before–after, number, logo).
25–30 s: CTA (text + gesture/arrow).
Most common mistakes
Slow start → drop-off immediately.
Too much text → not readable on mobile.
No captions → gets lost in the silent feed.
Same clip for all channels → loses out on the algorithm.
No measurement → you don’t know which hook won.
FAQ
How long should a Reels be?
Usually, 15–25 s works best. Longer requires a really strong story.
How many versions should I publish?
At least 3 hooks per topic. Rotate the winner into paid advertising.
What metrics are the most important?
Retention (first 3 s and % of the whole clip), CTR and CPL/CPA if you're running ads.
Do you always need UGC style?
No. A clear branded demo also works if the hook is strong and the benefit is evident.
How do I link?
Use a link sticker, bio link, or direct the ad to a landing page.
