Mat Creates's Instagram Reels, broken down
Five Reels, 2 million views, and 98 percent of that came from one video posted a year before the others. The clearest example of a format that stopped working.
What this is
Mat Creates has 90,661 followers on Instagram, read from the most recent analysis. The account posts design and animation work. Scrptly analysed the five best-performing Reels.
Five Reels. 2,049,513 views between them, of which 2,013,548 came from one.
Every opening is the transcribed audio, verbatim. The first is from October 2025; the rest are from May 2026.
“Put your head on my shoulder”
2MviewsWatch
“THE MOST PERSONAL IS THE MOST CREATIVE”
12KviewsWatch
“Visual of cafe sign: SLOW SOURDOUGH & CO.”
9KviewsWatch
“So many of you wanted to know how do I create my viral doodle animated text?”
8KviewsWatch
“When I was a kid, I grew up in a small village”
6KviewsWatch
Why this account was picked
We do not choose accounts by follower count or by raw views, because both mostly measure how big someone already is. This one was selected because it clears the checks we apply to every Reel: 90,661 followers, which sits inside the band where views per follower is meaningful, a best reel at 22.2 times follower count against a floor of 3, and a like rate averaging 4.1 percent against a 3.12 percent median across our wider sample.
Those three together are the difference between an account that got lucky once and one whose audience actually responds. Plenty of larger accounts fail the second and third.
One video is 98 percent of the account's reach
The October 2025 reel did 2,013,548 views. The four from May 2026 did between 6,496 and 11,674. That is a factor of roughly 200 between the top and the rest.
This is the starkest example in the series of what our wider data keeps showing: one outlier, then a long flat floor. Judging this account by its best video would be badly wrong, and so would judging it by its median.
The follow-up to a hit is the hardest video to make
One of the four later Reels opens "So many of you wanted to know how do I create my viral doodle animated text?" It did 8,391 views. Explaining a hit to the people who missed it reaches almost nobody, because the people who would care already saw the hit.
The honest caveat
The top video is seven months older than the others. That accounts for some of the gap and cannot account for 200 times. Five Reels is also a small window on an account, and a different five could look quite different.
By the numbers
Views per follower is the only row that compares fairly between accounts of different sizes.
| Measure | This account | All 2,572 analysed Reels |
|---|---|---|
| Reels analysed | 5 | 2,572 |
| Followers | 90,661 | accounts vary, not comparable |
| Median length | 24 seconds | 47.7 seconds |
| Best reel, views per follower | 22.2 | 3.0 is the outlier floor |
| Total views across these Reels | 2,049,513 | not comparable |
The best reel here reached 22.2 views for every follower the account has, against the 3.0 we treat as an outlier floor. Across our wider sample 65 percent of Reels land below their account's follower count, and the largest accounts sit furthest below, so a mid-sized account clearing its own audience many times over is doing something scale alone does not buy.
What transfers
- Do not build the follow-up for people who missed the hit. They are not watching.
- An outlier is not a baseline. Four of these five did under 12,000 views on 90,000 followers.
- Check the dates before reading a decline. Seven months of accumulation is not a quality change.
- Five Reels is a narrow window. Treat any single breakdown, including this one, as a hypothesis.
Comparison figures come from 2,572 Instagram Reels across 539 accounts analysed by Scrptly. Read 2026-10-14.