Dan Martell's Instagram Reels, broken down

What this is

Dan Martell has 2,638,774 followers on Instagram, read from the profile on 19 October 2026. Scrptly analysed the 5 best-performing Reels on the account. Every number below is the figure recorded at that moment, not an estimate, and every Reel links out so it can be checked.

5 Reels. 1,979,011 views between them. Posted between 09 May 2026 and 30 Mar 2024, running 25 to 184 seconds.

The outlier is not the advice, it is the car keys

Dan Martell posts business advice, and four of these five Reels are exactly that: a framework, a book list, a routine question, a line about relationships. They do between 89,000 and 723,000 views. The fifth is 184 seconds of someone being handed car keys they were not expecting, and it beats all of them.

That gap is the finding. The instructional posts are tight, fast and useful, and they sit in a narrow band. The emotional one has no claim in it at all, opens on a confused face with no context, and runs more than three minutes on a format built for thirty seconds. Scrptly's read of the formula names both halves: a bold identity promise or a visual surprise, then value density, then a payoff that is either a framework or a feeling.

The useful lesson for an account that teaches things is that the teaching is the floor and the feeling is the ceiling. Four Reels posted inside three days in May 2026 cluster between 89,000 and 723,000 views. One moment of genuine surprise from two years earlier still outperforms them.

Worth noting what the advice posts do well, because the floor is not low by accident. They run 25 to 34 seconds. Each one states its structure in the opening line, horrible, better, best, or four books, or the easiest way, so the viewer knows the shape of the whole video within two seconds. That is why they hold: there is no question about where it is going, only about what the answer is.

The hooks on this account

What you can copy

• If you post advice, look at your own split between instructional and emotional. On this account the frameworks set the floor and a single unexplained moment sets the ceiling.
• Say the structure out loud in the first two seconds. Horrible, better, best tells the viewer the whole shape of a 34-second video before it starts.
• Let a genuine reaction run long. The 184-second Reel here is six times the length of the advice posts and outperforms every one of them.

Questions people ask

How many followers does Dan Martell have on Instagram?

2,638,774, read from the profile on 19 October 2026.

What is Dan Martell's most viewed Reel here?

The car keys moment, at 931,004 views, posted 30 March 2024. It runs 184 seconds and contains no advice at all.

How long are his Reels?

The four advice posts run 25 to 34 seconds. The emotional one runs 184. There is no middle ground in this set.

What is the horrible, better, best framework?

A brainstorming structure he names in the opening line of a 34-second Reel, which did 723,211 views. Naming the structure first is the hook.

How were these numbers measured?

Scrptly pulled the account's recent posts and analysed the 5 best-performing Reels. The follower count and every view count is the figure recorded on 19 October 2026. Figures are read once per reel, deduplicated so a reel analysed more than once is counted once, and each Reel links out.