Formats & Hooks
[Mental Health, Mindful] Quotes
Short hook quote on landscape
“i hope beautiful things happen to you. and when they do, I hope you realize you are worthy of every single one of them.”
or
“sometimes we are so focused on our future, that we don’t realize we are in the middle of what we used to pray for.”
Gracefully running a 15K follower account. Views vary widely, with breakout videos hitting over 1M. The format is high-aesthetic, multi-landscape edits paired with small-font quotes.
Long hooks on 2d/plain
This is actually from an app. They used to use face hooks but recently switched to longer videos over plain, slightly animated backgrounds (in this case, a rotating skull).
They use Gen Z–style “Maturing is…” hooks, mixed with longer story-driven hooks that usually mention the app.
Their last 50 videos pulled in 34M views.
Self-care Slideshows
Worth noting the account only has 6K followers, so it’s fairly new—yet it’s already pulling strong views. The aesthetic taps into a well-defined TikTok subculture niche. The format is performing with a stunning 10% breakout rate for her account.
Quotes on ________
Watch videos: sedans, lions, coffee.
The two most unexpected ones are quote edits on lions, coffee, and sedans. Yet they’re pulling in millions of views, often with a breakout rate over 10%.
Dark Quotes
“Sometimes all you can do is lay in your bed and hope to fall asleep before you fall apart.”
Negative sentiment often performs better than positive. These videos tap into negative emotions, using mental health struggles as a way to drive app downloads.
They’re usually shot in dark settings, often with the subject looking out of a car window.
There’s a fairly large subniche of “depressed” accounts on TikTok, often centered around weight loss or mental health themes.
Direct Showcase
Sound Therapy
Another faceless showcase format that’s positioning itself around showing frequencies. These accounts focus on the “healing” aspect, often using faceless, sound-based videos to draw viewers in.
There are multiple examples, like here, here and here.
“Pure crystal healing frequency, Listen to it once a day to clear your head.”
Another example.
Breath & Meditate With Me
Another layer of this “demo” style showcasing is the action TikToks:
https://www.tiktok.com/@breathquestapp/video/7422145619034246430
https://www.tiktok.com/@5dwaves/video/7442918410952002858
https://www.tiktok.com/@instantcalmness/video/7128044579550448902
https://www.tiktok.com/@realaxtherapy/video/7504822348629970207
https://www.tiktok.com/@the1minutemeditation/video/7109993086159195434
Those “action” hooks force you to stop scrolling and actually do the thing in question:
- Listen for 1 minute to remove all thought. How do you feel? (Stay as long as you need)
- What’s your lung capacity?
- Your Reminder to Breathe
- 10-Minute Meditation for Sleep ????
This format is interesting because it shows that directly streaming a feature of your product on TikTok can work like a “free trial.” It gives users a real-time experience, which can then lead them to your product.
Long Story Hooks + List Hooks Over Face:
A common and powerful UGC format. It works especially well if you manage to drop the name of your app in the hook—otherwise, it mainly ends up as strong engagement farming.
Long story hooks
https://www.tiktok.com/@paulaahnen/video/7385432969080524064
“Maturing is realising you prefer a quiet life. You’re just working on being the best version of yourself, not comparing your life to others, and learning to enjoy your own company instead of relying on others to be happy”
(emotional hook) https://www.tiktok.com/@dzh.05/video/7253114375094029573
“Having no situationship, no talking stage and just genuinely living and enjoying life without the extra Unnecessary energy and drama turns out to be the most peaceful experience ever❤️”
https://www.tiktok.com/@themindfulphysio/video/7209523838441229574 – “POV: you finally let yourself feel it to heal it. You are held in a space where you can release the pain, the hurt, the shame or guilt and get to move on with your life, feeling free, hopeful and proud of your journey”
https://www.tiktok.com/@happinessbycady/video/7005810790427069702
“I’m literally begging you start working out, journaling, saying ur affirmations, surrounding yourself with people who make u better, and giving yourself love and watch what happens to your happiness :)”
https://www.tiktok.com/@ebspresso/video/7486269150776593686
“when everything feels like too much, I step outside. because the trees don’t rush to grow, the rivers don’t force their flow, and the stars don’t compete to shine. nature is never in a hurry, yet everything happens exactly when it’s meant to.”
https://www.tiktok.com/@thefabstory/video/7495764106243296544
“POV: You’re in a procrastination depression hole and about to find out about The Fabulous app, which was created by Behavioral Scientists at Duke University and proven to work”
https://www.tiktok.com/@tashiramone/video/7251757709815500078
“When you’ve been practicing Sri yantra meditation daily and your experience of linear time dissolves, your future self is watching you through memories and leaving clues.”
https://www.tiktok.com/@jules_horn/video/7502278150517443886 –
“Our body is able to heal itself…when we give it the right tools. You are not broken, you just didn’t get the right tools handed yet…”
https://www.tiktok.com/@gabrialcherian/video/7201506824485391622
“When your nervous system finally leaves fight or flight and you are experiencing life the way you’re meant to>>”
https://www.tiktok.com/@_lillybetts_/video/7499288323203026207
“sad bc i’m losing my hair ( my avorite thing about me) slowly due to stress
“this moment is not your life, it is a moment IN your life. it does not define who you are. Breathe.’”
https://www.tiktok.com/@yourinnatesoul/video/6938212753257614598 – “When you realize the whole spiritual community are just a bunch of ppl who never fit in who had/have mental health issues and childhood trauma, but choose to heal themselves in the most harmless & authentic way possible…By connecting to their inner most self.”
List hooks & list slideshows:
Those list hooks and videos or carousels, BuzzFeed style, perform incredibly well when executed right. Just make sure to insert your app in the middle or end slide.
https://www.tiktok.com/@honestly.holistic/photo/7454380656949218565
“22 symptoms I had a hard time believing were really due to my anxiety”
https://www.tiktok.com/@womantra.co.uk/video/7441292607243767073
“7 PILLARS OF SELF-CARE ????❤️????’”
https://www.tiktok.com/@ty_talks_/video/7476823940480929031 –
“maybe real success looks like: a regulated nervous system. not comparing yourself to others. being able to show up for yourself. a kind inner dialogue. being able to let go. knowing your own worth. having authentic connections. having good boundaries. being able to accept your humanness. living a life that makes sense to you.”
https://www.tiktok.com/@thrivewithpeculiar/video/7304667323321896225
“7 signs you need a mental health break’”
https://www.tiktok.com/@meditationforbeginners/video/6972950863715339526
“8 things that can change your life in one year’”
Problem > Product Solution
Sleeping issue:
https://www.tiktok.com/@breathewithbel/video/7021289442963049733 – Is this you? ???? Can’t fall asleep? Try this!’
> “Do this BEFORE going to sleep’”
https://www.tiktok.com/@quadrawellness/video/7423874160029486341 – What do you if you can’t fall asleep? Can’t fall asleep? What you CAN do.’
https://www.tiktok.com/@asmrrdailyy/video/7202292345897880837 – “You will fall asleep in 10s if you watch this????????’”
“my girlfriend’s anxiety is so bad she hasn’t slept in 10 weeks ????’”
https://www.tiktok.com/@flame_mist1/video/7345449757696888110
Dataset To Download
Below you’ll find a complete dataset of 2K+ related viral videos with extracted hooks and stats, along with hundreds of accounts in the niche:
https://docs.google.com/spreadsheets/d/14wJ48ElnLWQUmyRodgd59Rb9g9OBcyo2AOqTpfpbPT4/edit?usp=sharing
Competitive Landscape
Accounts
Calm
tt@calm
ig@calm
Every single performing video (relative to 1m followers accounts size) is a “if you have anxiety… listen to this).
Their other posts are just quotes on random backgrounds doing 500 to 5K views.
Headspace
tt@headspace
ig@headspace
ig@headspace.de
ig@headspace.fr
Random corporate videos.
InsightTimer
tt@insighttimer
tt@insight.timer.affirm
ig@insighttimer
ig@insighttimerbr
ig@insighttimer_espanol
ig@insighttimer_francais
Random faceless quotes.
BetterSleep
tt@bettersleep
ig@bettersleep
Random mix (memes, …).
Hallow
tt@hallowapp
tt@hallowapp.br
ig@hallowapp
ig@hallowapp.de
ig@hallowapp.pl
ig@hallowapp.br
ig@hallowapp.es
Random multi country mix.
https://www.socialgrowthengineers.com/religion-app-multi-language-strategy-to-1000000-mrr
Breethe
tt@breetheapp
ig@breetheapp
Nothing.
Happier meditation
tt@happiermeditation
ig@happiermeditation
Nothing (mostly ads).
Open: Breathwork + Meditation
tt@open_everyday
ig@op_e___n
Not much.
Meditopia: Sleep, Meditation
tt@meditopiapp
ig@meditopiapp
ig@meditopiajp
ig@meditopiade
ig@meditopiaru
ig@meditopiafr
ig@meditopiaes
ig@meditopiait
ig@meditopiatr
ig@meditopiabr
Not posting anymore.
Wellhub (Gympass)
ig@wellhub
ig@wellhub_br
ig@lifeatwellhub
tt@gympass
tt@wellhub
Nothing.
Medito: Meditation & Sleep
ig@meditoapp
tt@meditoapp
Nothing interesting.
Brainpal
tt@thebrainpal
ig@brainpal2024
ig@thebrainpal
Nothing interesting.
Ahead: Emotions Coach
tt@aheadapp
ig@ahead_app
Nothing interesting.
Reflectary | Reflection, Diary
tt@reflectaryapp
ig@reflectaryapp
Nothing interesting.
Unplug: Meditation
tt@unplugmeditation
ig@unplugmeditation
Nothing interesting.
Mindvalley: Self Improvement
tt@mindvalley
ig@mindvalley
ig@mindvalley.fr
Podcast clipping, Pray.com style.
Pura Mente: Sleep & Meditation
tt@puramenteapp
ig@puramente.app
The account is in Spanish and the ratios are quite good. It’s a mix between UGC-style hooks over expressions and “breathe with me” content.
Mo Meditation, Sleep, Recovery
ig@momeditation
ig@momeditation.it
ig@momeditation.ru
Nothing interesting.
Lotus Meditation & Sleep
tt@lotusmeditationapp
ig@lotusmeditationapp
Two formats are performing well: the “meditate with me” / “listen to this before sleep” videos, and the list hooks like “7 ways to…”.
Soultime Christian Meditation
tt@soultime_app
ig@soultime__app
Nothing special.
Balance: Meditation & sleep
tt@balancemeditation
ig@balance
Nothing special. Mostly ad boosted.
Tide – Sleep & Meditation
ig@thetideful
ig@tide_studiohq
Nothing.
Meditation: Lojong
ig@lojongapp
ig@lojong.es
ig@lojong.en
tt@lojongapp
Waking Up: Meditation & Wisdom
ig@wakingupapp
tt@wakingupapp
Nothing.
Sleepiest: Sleep Meditations
tt@sleepiestapp
ig@sleepiestapp
Nothing. Ads.
Aura: Meditation & Sleep, CBT
tt@aura.healthhq
ig@aurahealthhq
Nothing.
Petit BamBou: Mindfulness
tt@petitbambou_fr
tt@petitbambou_es
ig@petitbambou_fr
ig@petitbambou_nl
ig@petitbambou_de
ig@petitbambou_es
ig@petitbambou_en
ig@petitbambou_it
Nothing. Mostly ads.
Idanim: Meditation, Mindfulness
ig@idanimapp
Nothing.
Closing Thoughts
Meditation itself still seems like a pretty untouched TikTok niche. Mindfulness, more broadly, already has quite a few influencers tapping into it.
From the accounts we’ve harvested, there appear to be some interesting opportunities—both face and faceless—for running micro-influencer marketing.
The size of the vertical, combined with the lack of large-scale ambassador programs, points to a solid opportunity to become a TikTok-native app in that space (especially with those long hooks performing well).
Once you niche down, you’ll see that:
“Binaural,” “ASMR,” or “Relaxing” sounds—as a sub-vertical of mindfulness or part of the “sleep better” category—unlock key opportunities through direct feature demos on TikTok.
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