Issi isn’t just the face of Zero Contact, she’s quietly becoming the creative force behind multiple wellness and mental‑health apps.
She is the creator behind Juno, Zero Contact, and more.
And on her personal account, @isabelleaanne, she reveals the formats that make her content consistently outperform.
We analyzed that account and found four formats that are especially valuable for any app in the wellness, mental‑health, or emotional‑support category.
The “anxiety drained the life out of you” contrast format
This video starts with the question:
“What do you mean anxiety drained the life out of you?”
Issi shows clips of herself happy, active, doing things for her own wellbeing, then cuts to a loop where she looks emotionally exhausted because of someone else.
The anxiety slideshow (selfies as symptoms)
This format is a slideshow dedicated to anxiety, where each slide is a selfie of her crying. Each image represents a moment where she felt anxiety as a physical or emotional “symptom.”
The “share your story” hook
One of her strongest videos uses a simple but powerful hook: She asks viewers to share a situation they went through, while she does her makeup.
This video generated 6,690 comments.
The physical‑symptoms hook
This video starts immediately with:
“Physical symptoms that I didn’t realise were caused by anxiety >>”
The hook is clear, and symptom-based a format that performs extremely well in wellness categories.
These formats are insanely proven for any mental-health/self-improvement apps, so jump on them if you can.
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