We covered Follow Spy a week ago going over their accounts and strategy.
But in the last 7 days, they pulled another 6.6M views across their network of 30 accounts.
They’re leaning into long, ultra-specific relationships situations with a hook that read like a friend’s unhinged advice text laid over a clip.
The CTA is not as direct, but the hook does the emotional setup: suspicion, gut feelings, receipts which usually pulls more engagement because people aren’t reacting to an ad, they’re reacting to a situation they recognize.
One of the best examples is the more “quiet” version of the format, where the hook isn’t aggressive, it’s heavy (with the CTA in the caption):
826.5k views
“I just saw a text where she said ‘I forgive him but everytime I see him on his phone the distrust returns.’ And yes I know that gut kick feeling too well.”
Then you have the more direct hooks but they play into the same emotion:
559k views
“life’s short. / ask him why he followed her. / send him the ss of him liking other girls pictures. / go through his following. / be physho.”
We’re seeing more apps like Creed, lean into this format: one simple clip + a long hook that reads like a diary entry, confession, or rant.
It’s the easiest way to manufacture a story and pull a quick CTA.
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