How to Write a Reel Script: Hook, Story and CTA
6 min read
The structure behind reels that hold attention, the word count to aim for, and three scripts you can adapt today.
A reel script is not an essay. It is a few spoken lines timed to a few seconds of video, and almost all of its value sits in the opening line. Here is a structure that works for business and creator reels alike.
The three-part structure
- Hook (first 2 seconds): a line that gives a reason to keep watching. A question, a surprising fact, a problem or a bold claim you can back up.
- Body (the next 10 to 20 seconds): exactly one idea or one offer. Not three.
- Call to action (last 3 seconds): one thing to do. Visit, call, book, follow or save.
How many words?
People speak roughly two to three words per second. A 15 second reel is therefore around 35 to 45 spoken words and a 30 second reel is around 70 to 90. If your script is longer than that, the video will feel rushed or the voiceover will not fit. Cut until every line earns its place.
Writing the hook
The hook decides whether anyone hears the rest. Open on the viewer, not on you. 'Still paying full price for your weekend coffee?' works better than 'We are excited to announce our new offer.' Test it by asking whether a stranger would understand why it matters to them without any context.
Three worked examples
Offer reel for a cafe: 'Weekend coffee, sorted. Buy one cold coffee at Brew Lane and the second one is on us, Friday to Sunday only. Find us on MG Road. Tag someone who owes you a coffee.'
Explainer reel for a gym: 'Three things nobody tells you before joining a gym. One: start with three days a week, not six. Two: your first month is about the habit, not the weight. Three: book a trainer session to learn the machines. Come in for a free trial this week.'
Story reel for a creator: 'The strangest thing happened at the village well in 1962. Nobody spoke of it for thirty years. Then one grandmother told the whole story. Follow for part two.'
Read it aloud
Speak the script at a normal pace with a timer running. If you run out of breath or over the time, cut words. Kahani writes scripts to this structure and sizes them to the reel length, so you can start from its version and edit the brief until the result sounds like you.