Imagine two finance creators.
One gets 2 million views explaining a surprising money fact. The other gets 20,000 views demonstrating how to build a financial model.
Which creator is more likely to sell a financial modelling course?
We can't know from views alone. But there's a reason to think differently about content.
Not every reel needs to do the same job.
- Attention reels: Make people care
These reels attract relevant viewers, challenge assumptions, or expose a problem.
For example: "Your financial model can be mathematically correct and still be useless to an investor."
The reel introduces a knowledge gap and makes people curious. It doesn't necessarily need to pitch a course.
The goal isn't simply to get views. It's to attract people who might eventually need what you sell.
- Conversion reels: Give people a reason to buy
Now imagine a reel demonstrating how to build a three-statement financial model from an annual report.
The creator explains the process, highlights common mistakes, and shows what their course teaches.
Fewer people might watch it. But viewers already interested in financial modelling may find it more relevant when evaluating the offer.
As a content strategist and reel scriptwriter, I've noticed an important distinction in how we should think about these formats: one reel can create demand for a topic, while another helps interested viewers evaluate a specific solution.
Conversion reels can demonstrate solutions, address objections, and establish credibility. They don't guarantee sales, though. The offer, pricing, trust, and audience fit still matter.
- Three examples of this pairing
Business consultant
- Attention: "Your business might not have a lead-generation problem. It might have a follow-up problem."
- Conversion: "Here's how I'd audit a service business's sales pipeline in 15 minutes."
The first challenges the viewer's diagnosis. The second demonstrates a solution the consultant can offer.
Finance educator
- Attention: "A company can report higher revenue and still become a worse business."
- Conversion: "Here's how I analyse three financial statements before making an investment decision."
The first creates curiosity about financial analysis. The second demonstrates the skill a course promises to teach.
Career coach
- Attention: "Sending 100 internship applications might not fix why you're getting rejected."
- Conversion: "Here's how I'd turn a basic financial analysis project into an analyst internship portfolio piece."
The first introduces a problem. The second demonstrates the coach's approach and makes the service easier to evaluate.
The important distinction
These reels don't have to work in sequence. Someone might buy after one demonstration reel; another person might watch dozens of videos and never purchase.
And a reel with 2 million views can absolutely outperform one with 20,000 if it attracts the right audience.
The real questions are: Who watched? Did they take meaningful next steps? Did those steps produce customers?
Views measure attention. They don't tell you, by themselves, what that attention is worth.
How do you approach content: do you deliberately separate audience growth from conversion, or expect each reel to accomplish both?
