Leveling Up
The Secret to Instagram Reels That Stop the Scroll
Studies show the average mobile user gives a post just 1.7 seconds before scrolling away. And Instagram itself admits that if you don’t hook viewers right away, engagement can drop by more than half. That’s why your hook—the opening 1–3 seconds of your Reel is everything. Here's how to create an engaging hook that will push your video even beyond your followers. What’s a Hook (and Why It Matters) A hook is simply the very first thing your audience sees or hears. Its job is to make them pause, think "this is for me" or "i need to see this", and keep watching. Without it, even the best content will be ignored. Think of it like a headline for a blog post: if the headline doesn’t make you click, you’ll never see the article. Same with Reels—if your opening doesn’t earn the next second, viewers swipe. Rule of thumb that we live by: delete your first sentence. Most intros are fluff (“Hi guys, today I’ll talk about…”) that waste precious seconds. Instead, jump straight into the value or the reveal. Anatomy of a Strong Hook The best hooks use a one-two punch: a striking visual or movement to catch the eye, plus a clear value or curiosity trigger to engage the brain. Here’s what that looks like in practice: Eye-Catching Visual: Motion, surprise, or contrast. GoPro nails this by opening with cliff-dives or mountain-bike POVs—footage so thrilling you have to keep watching. Value Statement: Promise something useful. Example: “Struggling with hooks? Here’s a 30-second fix.” It tells viewers exactly why to stay. Curiosity Trigger: Open a loop the brain wants to close. “I wasted $5,000 on ads until I tried this…” makes you stick around for the “what happened next.” Direct Command (but use sparingly!): “Stop scrolling—watch this!” is bold but effective if you deliver on the promise. The formula: Grab attention → spark curiosity/value → deliver quickly. Types of Hooks (with Small Business Examples) Voiceover/Spoken Hook: Say something bold. “Do you make this coffee mistake every morning?” A café could open with this line while pouring a cup "the wrong way". Add captions—about half of viewers watch on mute. Text Overlay Hook: Big, bold on-screen text. Example: “90% of people clean crystals wrong.” Perfect for businesses teaching quick tips. Visual Hook: Before/after reveals, fast transformations, unusual props. A florist might show an empty vase instantly jump-cut to a lush bouquet and then later the process behind it. Combo Hook: Layer multiple elements. For instance: bold text and a quick visual reveal, plus a teaser voiceover. Audio Hook: A record-scratch, meme sound, or trending track can boost curiosity—just don’t rely on it. Always pair with visuals/text so it works muted. Real-Life Proof GoPro — “Mooooove, You’re Blocking the Trail” This GoPro reel begins with a surprising POV shot from mountain biker Jason Reiter. As the ride continues down a single-track, the camera shows an unexpected road-block: a cow stands squarely in the middle of the trail. The caption plays on the moment with the pun “Mooooove, you’re blocking the trail” and explains that Reiter’s ride “came to a halt when this local stopped him for inspection”. It’s filmed with a HERO12 Black as part of GoPro’s $500 Awards program. Within a day the clip attracted more than 1.2 million views and 78,000 likes. Why it works as a hook: Unexpected reveal: Most GoPro clips open with fast-paced action shots; here, the tension comes from a cow blocking the rider’s path. The contrast between the usual adrenaline and this comical “traffic jam” makes viewers pause to see what happens next. Relatable emotion: The POV shot puts you in the rider’s seat—viewers empathize (“What would I do if a cow stopped me?”). The caption’s “Mooooove” pun adds lighthearted humor. Real business impact: The reel’s metrics—tens of thousands of likes in 24 hours and hundreds of playful comments—show how a quirky, animal-centric hook can drive engagement and humanize a brand. Easy to replicate: It’s not about extreme skills; it’s about catching unique moments on camera. Any business can adapt this formula: spotlight an unexpected encounter or candid blooper that makes people smile and curious to watch to the end. This cow-block reel proves that a simple, surprising hook can captivate audiences and reinforce brand personality. The Original Tamale Company — “Where’s the Best Place to Land?” A family-owned tamale shop in Los Angeles created a Reel that began with a high-impact visual: a person falling from a plane. A calm narrator delivers a tongue-in-cheek line: “Do you know the best place to land if you accidentally fall out of a plane?” Before you reach the punchline, curiosity has already hooked you. Then the twist: “For example, The Original Tamale Company.” This playful take on a viral meme was filmed in just 10 minutes—with ChatGPT helping write the script. It received over 22 million views and 1.2 million likes in just a few weeks, plus a surge in followers and store visits. People literally came into the shop saying, “I watched that video… and I had to come.” Why it works as a hook: Startling visual + cliff-hanger: Opening with a person falling through the sky taps into a primal fear. Viewers immediately think, “What happens next?” and stick around for the answer. Humourous payoff: The narrator’s deadpan line about landing at a tamale shop turns the tension into an inside joke. The surprise makes the ad memorable. Authenticity & accessibility: It’s not a slick agency production—Ortega used AI tools and spent just a few minutes on it, proving small businesses can play on viral memes without huge budgets. Real business impact: The reel’s 22 million+ views translated into a surge of followers and foot traffic; customers told the owners they came in because of the video. Replicable concept: Any local business can borrow a trending format and insert its own tongue-in-cheek twist, tying curiosity to a clear call-to-visit. Onda Pasta Bar — The Tiramisu Drawer Surprise In Manchester, UK, Onda Pasta Bar was struggling to book consistently despite a new temporary location. Then, in September 2023, co-founder Patrick Brown noticed something unusual in a refrigerated drawer: a scoopable slab of tiramisu. Intrigued, he filmed a quick Reel showing the “tiramisu on tap” moment. That Reel went viral overnight—garnering 3 million views in a single morning after being shared by actress Florence Pugh and other accounts. The result? The restaurant became fully booked for months (October through February) and gained confidence to scout permanent locations. Why it works as a hook: Unexpected reveal: Instead of the usual plated dessert, viewers see a drawer full of tiramisu. The novelty triggers instant curiosity: “Is that really a drawer of dessert?!” Sensory appeal & universality: Watching a generous scoop of creamy tiramisu being served is indulgent and satisfying. It evokes a shared desire for sweets, making the video widely relatable. Social proof & shareability: The simple, behind-the-scenes moment felt authentic. People commented they needed a tiramisu drawer in their office or bedside table, which amplified the virality. Quantifiable impact: The reel’s millions of views melted Onda’s booking system; within a week they were fully booked from October to February. The viral success convinced the team to look for a permanent site. Easy inspiration: Any food or retail business can spotlight a quirky prep hack or off-beat storage idea. By showing a surprising, authentic moment, they spark curiosity and drive traffic—no heavy editing required. How to Structure Your Reel Hook (0–2s): Eye-catching visual + value/curiosity statement. Deliver (3–12s): Teach, show, or reveal what you promised. Keep it focused and tight throughout the reel. CTA (last 2s): End with a question or invite: “Which tip will you try first? Comment below.” Now It's Up to You On Instagram Reels, the first 2 seconds decide everything. Cut the fluff, lead with impact, and use hooks that combine visuals, value, and curiosity. When you consistently hook early and deliver on your promise, you’ll see higher retention, more reach (even outside of your following!), and ultimately—more loyal fans for your business.
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How to Use Instagram’s New Repost Feature to Get More Reach (Without Paying for Ads)
How to Use Instagram’s New Repost Feature to Get More Reach Instagram has a new Repost button. If you’ve seen it under posts in your feed, you might be wondering: Is this just another button I’ll never use, or could it actually help me grow my account? It’s not a gimmick. If you use it well, this feature can give you free distribution to audiences you would otherwise pay to reach. Let’s walk through what the Repost button does, how it works, and how to make the most of it. What the Repost Button Actually Does Instagram started testing reposts in 2023 with a small group of users. It is now rolling out to most accounts. Here’s what happens when someone taps the Repost button on your content: Your post appears in their followers’ feeds. It is not a Story that disappears in 24 hours. It sits in the main feed. All engagement stays on your original post. Likes, comments, and saves go to you, not the person sharing it. They can add their own caption. This frames your content in their voice and can make it feel more relevant to their audience. Think of it as free ad placement in someone else’s feed, with their endorsement attached. Why This Matters for Creators Until now, if you wanted another account to share your work in the feed, they had to use a third-party app or create their own post about it. That took extra effort, so it did not happen often. Now it is one tap. This matters because: Reach comes from trust, not just algorithms. People pay more attention when a post comes from someone they already follow. It is word of mouth at scale. One repost can put your work in front of hundreds or thousands of new people. It rewards content built to be shared. If your posts invite reposts, distribution grows naturally. What Gets Reposted Most (With Examples) If you want reposts, create posts people are proud to place in their own feeds. These formats work well: 1. Practical Posts These share useful information people want to pass along. From business accounts: A carousel with “5 free AI tools for small teams,” each with one clear line of context. From creators: A short clip with “3 ways to shoot vertical video without a tripod.” People share these because doing so makes them look helpful and informed. 2. Relatable Content These posts trigger “That’s me” or “My audience needs this.” Example: A single image captioned, “You finally post after three months and the algorithm acts like you’re new here.” Example: A reel that contrasts a workday before coffee and after coffee. People repost relatable content to show they understand common pains or moments. 3. Strong Visuals These look good in any feed and communicate fast. Example: A clean infographic that shows “The 4 stages of content creation” in a colour-coded flow. Example: A bold quote card with a short, punchy line and no oversized logo. If it looks polished and tells a story at a glance, it is more likely to get reposted. 4. Community Features These highlight other people, which gives them a reason to share. Example: A carousel with five small businesses you have worked with and why. Example: A client photo with a short note on how you collaborated. When people see themselves or their work in your post, they often share it with their own audience. How to Make Your Posts More Repost-Friendly Keep branding subtle. A small watermark or a consistent style is enough. Heavy branding can block sharing. Lead with value, not a pitch. Sales posts seldom get reposted. The content should stand on its own. Study what your audience shares. Spend a week tracking reposts in your niche and note the patterns. Design for clarity. If a post needs extra context to make sense, it will travel less. If You’re Reposting Others The feature credits the original creator by default, but you still curate your own feed. Share posts that match your values and tone. Do not crop or remove the creator’s details. The Takeaway The Repost button can give your content a second life in someone else’s feed. The accounts that gain the most create posts people want to claim as their own. Make your posts useful, relatable, good-looking, or community-driven. Give people something they want to place in front of their audience. Then the reposts and the reach will follow.
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What Your Last 10 Instagram Posts Say About Your Business
Your last 10 Instagram posts reveal everything about your content strategy (or lack of one). This 5-point audit shows exactly where you're leaving money on the table and how to fix it fast. No expensive consultants needed—just an honest look at what's already there.
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Posting Isn’t a Strategy: How to Create Content That Actually Moves the Needle
Posting more content isn't enough. Most brands create endless posts with zero strategy—and wonder why results don't follow. Discover four actionable frameworks to transform random content into a system that actually drives sales and growth.
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From 0 to 2M+ in a Tiny Market: 3 Strategic Content Lessons Every 7-Figure Brand Should Steal
We built a €2M brand in a tiny market without funding or connections. How? Not with fancy tactics, but with three proven content systems that actually drive sales. These are the practical strategies most 7-figure brands completely miss.
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