Everyone obsesses over the hook. Fair enough — no hook, no view. But we see plenty of clients with reels doing genuinely good numbers and a pipeline that hasn't moved, and the problem is almost never the opening. It's that the video ends and the viewer has nowhere to go.
Every reel needs an exit
A view is a moment of attention you have been loaned. If the video ends without telling the viewer what to do with that attention, it gets returned to the feed, and the next video takes it. The exit is the whole conversion.
- Profile — for reels building familiarity, send them to a bio that continues the argument.
- Page — for reels answering a specific problem, send them to the page that solves it.
- Enquiry — for reels aimed at the ready, ask directly and make it one tap.
Views are borrowed attention. The last three seconds decide whether you get to keep any of it.
Match the ask to the intent
The mismatch we see most: a top-of-funnel entertainment reel ending in 'book a consultation.' The viewer met you nine seconds ago. Asking for a calendar slot is asking for a second date at the end of a handshake. The ask has to be proportional to what the viewer has actually invested.
Route the cold ones to something free and useful. Route the warm ones to the enquiry. Views turn into leads at the point where the ask matches the temperature.