Read Time: 1 min 45 secs
Hey - moussari here,
I wanted to show you a reel that got 7.3M views,
and made this creator $2M in new clients from a single video,
using a deceptively simple format.
You’ve probably seen her before:
Ava uses one of the simplest formats I've seen,
and it works so well because it's designed for both maximizing watch time AND targeting her ideal audience.
Here's what she did:
She structures her videos into 3 parts: BROAD → BROAD → NARROW
Her Hook (BROAD) - "Not to flex, but I'm pretty f*cking good at social media marketing."
This is SUPER important. Her hook appeals to anyone interested in growing online (which is a huge market, which means more people will opt to keep watching), without scaring away people who aren't her target client.
The Body (BROAD) - She then shared Instagram growth advice that works for everyone:
Set up your profile right
Study viral content in your niche
Analyze what works and recreate it
Post consistently
Because it's useful for almost anyone, watch time stays high - so the algorithm pushes the video out to more people.
The Close (NARROW) - Only at the very end does she filter for her target audience:
"If you're a business owner and want someone to research, script, edit and upload your content, comment SMM."
👉 This works so well because, by giving broad advice that's actually valuable, way more people are inclined to keep watching. Had she led with the business services pitch, everyone who wasn't interested in hiring an agency would have just clicked off immediately (This isn’t always a bad thing, but it will lead to much less reach).
Here's this same principle in gardening terms to make it crystal clear
NARROW → NARROW → NARROW:
HOOK "Tomato growing tips for people with small gardens"
BODY → tomato-specific advice
CLOSE → tomato course CTA.
Only tomato growers would watch. High quality audience, but tiny reach (which isn’t always bad).
BROAD → NARROW → NARROW:
HOOK "Gardening tips"
BODY → suddenly only advice on how to grow tomatoes
CLOSE → tomato CTA.
People feel baited when the body doesn’t match the promise of the hook, so they may click off.
BROAD → BROAD → NARROW:
HOOK "Gardening tips"
BODY → universal gardening advice
CLOSE → tomato course CTA.
Everyone gets value, watches to the end, then tomato growers raise their hands.
TAKEAWAY: Hook wide, deliver universal value, filter at the end.
- moussari
