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.
