A Reel hook is three hooks landing in the same three seconds. A verbal hook: your first sentence, with no greeting. A written hook: three to seven words on screen for three seconds. A visual hook: something already happening at second zero. Write the line from one of five angles (the mistake, the insider, the objection, the comparison, the story), then give the rest of the video a 50-second shape.
Why do the first three seconds matter so much?
Viewers decide almost at once whether to stay. That is why the first number in Danny's method is the 3-second hold rate, the share of viewers still watching after three seconds.
What are the three hooks?
If you already post Reels, read the first spoken sentence of your last ten out loud. Any that open with a greeting, your name or "So today" go to the top of the fix list.
Verbal. Your first spoken sentence starts on the point. No "Hey guys". No "So today I want to talk about". No name and title, because your name is already on the profile.
- Weak: "Hi, I'm the owner here and I wanted to share some tips about..."
- Better: "Most people pick the wrong sunscreen for San Diego in winter."
Written. Three to seven words on screen for the first three seconds, for everyone watching with the sound off. It can repeat the spoken line or sharpen it: "Wrong sunscreen, every winter." Keep it large and in the top third, clear of Instagram's buttons.
Visual. Something is already moving at second zero: a hand pouring, a door opening, a tool coming down. Never open on you standing still, about to start. In the edit, cut the breath and open on the word.
Reel hook examples for small businesses
The five angles come from Danny's method. The examples were written for this page to show the shape. They are not client posts.
| Angle | What it does | Examples |
|---|---|---|
| The mistake | Names something customers get wrong | Bike shop: "You are probably running your tires too soft." Title office: "The closing mistake that delays your keys." |
| The insider | Shares what only your trade knows | Florist: "What florists do with roses before you see them." Lender: "What a lender looks at before your credit score." |
| The objection | Says what people think, then answers it | Chiropractor: "Do you have to keep coming back forever?" Yoga studio: "Isn't yoga just stretching?" |
| The comparison | Puts two choices side by side | Bakery: "Grocery store sourdough versus ours, cut open." Heating and air: "Repair or replace: the quick test." |
| The story | Opens in the middle of something | Coffee shop: "Our espresso machine died on a Saturday morning." Lighting company: "This house had one working light switch." |
Write each hook from two or three angles, then film it three ways and keep the strongest.
What comes after the hook?
Danny's structure gives the whole video four parts.
| Seconds | Part | What it does |
|---|---|---|
| 0 to 3 | Hook | The three hooks, stacked |
| 3 to 10 | Stakes | Why it matters to the viewer: what it costs them or what they miss |
| 10 to 40 | Payload | The tip, the steps or the story |
| 40 to 50 | Close | One clear next step, then cut |
The bike shop example, run through it:
- 0 to 3: "You are probably running your tires too soft." On screen: "Your tires are too soft." A thumb presses a tire.
- 3 to 10: "Soft tires wear out faster and make every ride harder."
- 10 to 40: Where the pressure number is printed, how to use a gauge, how often to check.
- 40 to 50: "Come by and we will check yours while you wait." Cut.
End hard. No "So yeah, that's it, thanks for watching." The close is the last line, and then the video stops.
How do I know if my hooks are working?
Instagram shows a skip rate for each Reel in Insights, and your 3-second hold rate is 100 minus that number. Compare your Reels with each other rather than with other accounts. When one holds better, note its angle and its opening shot, and write the next batch with more of that. The other four numbers are in how to measure Instagram results.
Most owners get as far as writing the hooks. The three takes of each are what never get filmed. Our crew films them at your business, 2 or 4 days a month; see social media management in San Diego.
Questions people ask
How long should an Instagram Reel hook be?
One spoken sentence, plus three to seven words on screen for about three seconds. Both land before the 3-second mark, because that is when most viewers decide whether to keep watching.
Should I say my name at the start of a Reel?
No. A Reel should start on the point. The owner's name is already on the profile, and a greeting uses up the three seconds in which viewers decide whether to stay.
Related
- social media management in San Diego
- How to film Reels at your business
- How to measure Instagram results
- Instagram content without being on camera
Want this done for you? Book a free 15-minute call with Danny. We look at your account and the businesses you compete with, and you leave with a written plan for your next 90 days, whether you hire us or not.