TikTok & Instagram Formats That Win

Content built around a participatory challenge, game, or dare — viewers are invited to try it or watch others compete.

Leads with an unresolved question, mystery, or surprising premise that compels viewers to watch through — no explicit CTA needed.

Opens with a pattern-interrupt hook, closes with a direct call to action.

Primarily rides a viral sound, meme format, or platform trend as the main engagement vehicle — the trend IS the hook.

Shows a clear transformation — a problem state followed by the result.

Real user or customer sharing their experience with the product.

Step-by-step walkthrough teaching the viewer how to do something.

Identifies a relatable pain point then positions the product as the fix.

Walks through the product's core features in action.