8.2M Views in 28 Seconds

8.2M Views in 28 Seconds...

Hey, Lab fam

Happy Holidays! Today we will be breaking down @kaloniaco on TikTok.

They have 2 high-performing videos we will be taking a deep dive into since last week we didn’t do one.

@Kaloniaco is a dropshipping brand that sells wellness products, mainly around beauty.

Video Stats for Video 1: 617K likes, 8.2M Views, 1.1K comments, 1.8K shares 28 seconds long

Video Stats for Video 2: 22K likes, 768.9K Views, 60 comments, 243 shares 5 seconds long

Profile Stats: 11.6k gained in 56 days

(video 1 here) (video 2 here)

Video 1 Standout Video Elements That Made It Viral:

-Negative hook

-Multiple frames in the first few seconds 3 in the first second plus zoom-in and zoom-out action

-Tells a story

-Fast-moving captioned text

-Engaging graphics people can comment on

-Showing the product and not telling about it

-ASMR/satisfying sebum scraping

-Before and after pictures that contradict the opening hook which confuses people

-Applied nested loop storytelling, starts the story by saying how something f’ed his face up then proceeds to tell the story of why he got the product rather than how the product messed up his face.

Video 2 Standout Video Elements That Made It Viral:

-Stops the thumb by referencing xx rated things

-3 frames in the first second that are fast moving/ have motion and show the product

-Replies to a comment

-Uses a fitting sound that elevates the humor

Video 1 & 2 Deep Dive:

Both of these videos have something in common-

fast-paced openings with many clips in the first few seconds.

A verbal opening that is thumb-stopping such as referencing sexual things or being negative.

What we see between video 1 and video 2 is the difference between an almost 1M viewed video and an 8.2M viewed video.

So what makes this huge difference in viewership?

Video 1 is 28 seconds long vs 5 seconds. Meaning the amount of time spent watching video one was most likely significantly higher than video 2 since the video was still optimized for retention and high engagement.

The high engagement optimization part of video 1 includes how the creator opened the video by saying the product messed up his face, but then in the end go to show how it actually made visibly positive before and after results.

This confusion was a playful one rather than a deceiving one which led to a lot of the viewers getting the joke, many people as a result ended up liking the video and commenting on what the creator had done. It was almost like an inside joke which make people feel exclusive to get in on and incentivized the commentation.