Shocking Formats, Higher Engagement

A relatively unknown app, Cravr, popped up in the digital well-being space around 11 months ago.

Cravr now has 14 active account and has secured 6.7 million views.

Most creators follow a simple format: close-up videos of themselves eating unhealthy food, combined with a hook about their struggles and recovery from eating disorders.

This video has amassed 1 million views, 212.6K likes, 432 comments, and 21.2K bookmarks.

Hook: “me bc i either eat too much or nothing at all” 

By being open about their struggles, they made it easier for people to connect and started real conversations in the comments.

Another common format begins with a close-up of the creator eating, then cuts to a hook where they answer a question someone asked. After that, they show themselves doing something healthy and share a quick tip or response.

This video has 1 million views, 21.3K likes, 37 comments, and 1,158 bookmarks.

But this version doesn’t get as much engagement as the first one.

Cravr’s creators are testing an even simpler style: short clips of the creator posing, combined with a hook about their struggles and recovery from eating disorders. The tone is raw, personal, and deeply vulnerable.

This video has 263.3K views, 46.4K likes, 32 comments, and 2,374 bookmarks.

A few of their hooks:

• “wanting to be in my prime again but remembering when straight up lettuce felt like too much food then i would eat for a family of four at 10pm like clockwork until i found Cravr and quit the cycle”
• “ngl i have been stuffing my face for a week straight and idk how to get back under control” 
• “when the binge so bad your not even watching nothing and just staring into nothingness completely aware of what u are doing to yourself and your body until u found Cravr to help break the cycle now ur on a 13 day streak of no binge”

Just like the other format, this one isn’t getting much attention, maybe because it doesn’t have the strong, eye-catching impact that the first format delivers.

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