Chiara Ferragni's Instagram Reels, broken down
Three Reels, 21.8 million views, and her longest one runs longer than five Jake Paul Reels put together.
What this is
Chiara Ferragni has 27,265,040 followers on Instagram, read from the profile on 21 September 2026. She is twentieth on our list of the biggest Instagram accounts belonging to creators rather than celebrities, athletes or brands. Scrptly analysed her best-performing Reels and returned three for this account rather than the usual five.
Three Reels. 21,802,254 views between them. All three posted in September 2026, on the 3rd, the 11th and the 17th.
Each line is the transcribed audio from the opening seconds. Two of the three open in Italian, and the lines are left exactly as spoken.
She is not making short videos
The three run 89, 29 and 72 seconds. That is 3 minutes 10 seconds of video for 21.8 million views. The 89 second one, which is also her best performer at 9.1 million views, is on its own longer than all five of the Reels in our Jake Paul breakdown put together.
Both accounts are enormous and both were posting in the same window. One holds attention by giving you no time to leave. The other holds it by being worth staying for. There is no single correct length, only a correct reason for the length you picked.
What she does with the extra time
Scrptly found the same shape in all three: announce that more than one thing is coming, then deliver them one at a time. The jewellery Reel opens on "Guys, I've just received two" with the first piece already in frame, then holds the second back. The skincare one promises three steps in the first sentence. The promise is what buys the next 60 seconds.
The hooks she uses
| Hook pattern | What it does | From which Reel |
|---|---|---|
| Start mid action and say what is happening | The object is already in frame or the door is already opening while she tells you what you are looking at. No build up, but no mystery either. | The jewellery Reel, 9.1M views. |
| Promise a number | Say upfront how many things are coming. The viewer now has a loop to close and a reason to stay to the end. | "in soli tre step", the skincare Reel, 4.2M views. |
| Invitation language | "Guys", "venite con me", straight down the lens. It reads as a video call from a friend rather than a piece of content aimed at an audience. | All three. |
The one that is an advert
Her third best Reel is a paid partnership, labelled #adv in the caption, and it still did 4,213,839 views. It runs 72 seconds and it teaches something for most of them. The product appears because the routine needs it, not before.
What you can copy
- Say how many things are coming. A number in the first sentence gives someone a reason to reach the end.
- Earn the length. 89 seconds is fine if the second reveal is better than the first. It is not fine if the first 20 seconds are setup.
- Speak the way you actually speak. Two of her three biggest are in Italian, with English words dropped in where they belong, and neither was held back by it.
- Put the ad inside something useful. Hers teaches a routine and the product arrives when it is needed.
Questions people ask
How many followers does Chiara Ferragni have on Instagram?
27,265,040, read from her profile on 21 September 2026. That makes her twentieth among Instagram accounts belonging to creators rather than celebrities, athletes or brands.
What is her most viewed Reel?
An 89 second video about two pieces of custom jewellery made from her children's drawings, at 9,114,637 views, posted 11 September 2026. It is linked above.
How long are her Reels?
The three analysed run 89, 29 and 72 seconds, so 3 minutes 10 seconds in total. That is long for Instagram, and it is the opposite of what the biggest short-form accounts are usually assumed to do.
Does she post in Italian or English?
Both, often in the same sentence. Two of the three analysed open in Italian with English words mixed in, such as "Quick check per cena in famiglia". Her audience is international and the mix does not appear to cost her reach.
How were these numbers measured?
Scrptly pulled her recent posts and analysed the best-performing Reels on 21 September 2026, returning three for this account. Each view count is the figure recorded at that moment, not an estimate, and each Reel links out so it can be checked.
Point Scrptly at any creator and get the same breakdown, hooks, structures and the formula underneath.
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