The short answer
To plan Instagram reels that get reach, choose 3–4 content pillars your customers care about, write a strong hook for the first 3 seconds of every reel, use simple repeatable formats (tips, before-and-after, behind the scenes, customer stories), add captions and a clear call to action, and post 3–5 reels a week. Judge reels by shares, saves, watch time and enquiries, not likes.
Before you start
By the end of this SOP
A monthly reels plan with pillars, hooks and formats, and a weekly routine to produce them.
- Time
- 2 hours to plan a month, 2–3 hours a week to shoot and edit
- You’ll need
- An Instagram professional account, a phone, and a free editor such as Instagram Edits or CapCut.
- Who does this
- The social media manager or business owner.
About this SOP: why it matters, where and when
Why it matters: Instagram recommends reels to non-followers, so good reels bring new customers without ad spend.
Where: Instagram, a Google Sheet or Notion for the plan, and a video editing app.
When: Monthly planning, weekly shooting.
Stage 1
Set pillars and goals
- 1
Choose 3–4 pillars, for example for a gym: quick workouts, member transformations, nutrition myths, behind the scenes.
- 2
For each pillar, list 10 customer questions or pains from DMs, reviews and sales calls.
- 3
Set one goal for the month: reach new local followers, enquiries via DM, or website clicks.
Stage 2
Write hooks and scripts
- 1
Hook (0–3 seconds): a bold statement, question or result on screen, for example “3 mistakes that make your acne come back”.
- 2
Body: one idea, shown not told, 15–45 seconds. Cut every pause.
- 3
Call to action: “Comment ‘price’ for details”, “Save this for later” or “DM us to book”.
- 4
Add on-screen captions; many people watch without sound.
Stage 3
Shoot and post in batches
- 1
Shoot 4–6 reels in one session using natural light and a phone stand. Vertical 9:16, clean audio.
- 2
Edit with Instagram Edits or CapCut: fast cuts, captions, trending audio only if it fits.
- 3
Use trial reels to test new ideas with non-followers before showing them to your followers.
- 4
Post 3–5 reels a week at times your audience is active (check Insights).
Stage 4
Measure what works
- 1
In Insights, compare reels by views from non-followers, average watch time, shares, saves and DMs.
- 2
Repeat the top 20% formats and hooks with new topics; drop formats that never work.
- 3
Boost or run the best reels as ads (SOP 327) to reach more local people.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Write 10 hooks for a local bakery, café or clinic, one for each of the formats: tip, myth, before-after, story and behind the scenes.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
How often should a business post reels?
3–5 times a week is a good target for most businesses; consistency matters more than volume.
How long should reels be?
Most business reels work at 15–45 seconds. Longer reels are fine if they keep people watching.
Do hashtags still matter on Instagram?
A few relevant hashtags help categorise content, but hooks, watch time and shares matter far more.
Done. That’s a real skill, not a certificate.
Next: SOP 346 — Set Up and Optimise an Instagram Business Profile →
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track