How 217 paid reels open
| The first line | Reels | Views on the reel in the middle |
|---|---|---|
| Starts in a scene or a story | 58 | 333,031 |
| The creator's own experience | 38 | 179,368 |
| Names a problem | 21 | 181,191 |
| Asks a question | 14 | 242,472 |
| All 217 reels | 217 | 264,530 |
- The other 67 spread over eleven more kinds of opening, none bigger than 12, and 19 we couldn't sort.
- Views are views on the post. They tell you who watched, not who bought.
Source: Our own count, the paid partnership reels on our ads board that we transcribed
Four openings, word for word
“Greg stopped doing his work last week. Now, he just cooks in his cubicle.”
“Most people pick out what outfit they're going to wear to work the next day, but I pick out what color whoop band I'm going to wear.”
“I hate doing my eyebrows, and it literally takes me forever because I have such sparse and thin hairs, but this product, Boy Brow by Glossier, is incredible and only takes a couple seconds.”
“Can the new Rare Beauty 3-in-1 Natural Matte Foundation survive mom life? Let's find out.”
Most never ask you to buy
- 148 of the 198 we could sort end with no ask at all. 30 say go and buy it, 11 say link in bio, 5 say try it and 4 give a code.
- The 148 with no ask had 307,441 views on the reel in the middle. The 30 that said go and buy it had 152,587.
What we'd put in a brief
- Start in a scene from the creator's own day, with no product and no claim in the first line.
- Bring the product into the story they're already telling.
- Keep the ending light. In this set, the reels with no ask had the bigger audiences.