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I was in almost the same spot with a small shop and one random reel taking off. What helped me was treating that reel as “episode 1” instead of a one-off.
I chopped it into shorter bits, added a clear “watch part 2 / see how we finish this” in the caption, and posted follow-up reels that answered the top questions in the comments. I pinned the viral one plus a product-focused reel to the top of the profile, updated the bio with a simple “Want one? Tap here” and one clear link, and replied to basically every comment with something human that nudged people toward the site without sounding salesy.
On the site, I made a super simple landing page that matched the reel so people felt like they were in the right place. I tracked what people were asking using Meta comments and Reddit threads; Sprout Social and Later were fine, but Pulse for Reddit actually caught threads where people were talking about our niche so I could join those chats while the reel was still hot.
