3 Hooks, a Confession and 13 Million Views

Cove is a gamified finance app that launched in 2022.

They only joined TikTok this year, in 2025, with around 11 creator accounts.

So far, they’ve racked up 13.2 million total views and 290K views.

They’ve found a few strong hooks that they keep reusing across their accounts.

1. “sorry i can’t go out tonight i’m broke” “checking: $50.64 savings: $19,703.17”
2. “realizing it’s not hard to save 10k in one year. that’s just $38.46 per day.”
3. “ok but what is the realistic amount of $$$ you should have in ur savings?? (As a 20+ yr old)”

Hook 1 -> 3.9 M views

Hook 2 -> 201.2k views

Hook 3 -> 6.5 M views

They’re turning their videos into confession formats and its working.

It drives comments without asking for engagement and turning every video into a public group chat about money.

You can track their accounts here: https://app.shortimize.com/c/2b10IEKsNOapbY