Shelf is a lifestyle app launched in 2023 that lets users track music, books, movies, and other favorites. Think Pinterest and Spotify in one app.
We’ve found 90 accounts, with 60 active creators. Nearly every username handle shows the app name directly: @itsluushelf, @marishelf, @iamshelfmaxxing, @loveyourshelf, @xoxoshelfand more.
In the last 30 days, those accounts pulled 18.6M views, with one video doing most of the work. In total, this team has accumulated 127.5M views.
The biggest hit came from @marishelf, who posted three days ago and reached 13M views with this hook:
“I love being a girl because wdym Pinterest and Spotify created an app together”
The same hook also worked with a faceless version, that one reached 338K views.
This is the kind of hook that feels native to TikTok. It uses the exaggerated “wdym…” phrasing that already works on this platform, then explains the product through brands people already know.
“WDYM [famous brand] + [famous brand] just made an app together?!”
They are repeating it and getting hits across 5+ languages:
- @itsmeamaiaagain: “WDYM the creator of Pinterest made a NEW APP (and it’s so cute?)” 1.1M views
- @itsluushelf: “Porque nadie me dijo que estas dos apps tuvieron un bebé?!!!” 3.4M views
- @myyshelf: “WAKE UP DIVA!!! Spotify, Pinterest und Instagram haben eine App zsm gemacht” 268k views
- @urfavshelf: “HEMEN UYAN QUEEN! Spotify, Instagram ve Pinterest birlikte uygulama çıkardı!” 201.2k views
- @thisisshelf: 359k views Arabic variant
They found a Gen Z-native hook that explains the product fast and rolled it out across dozens of creators and multiple languages.
You can find a more detailed version of their best hooks here:
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