While everyone went full Christmas mode, Sitch launched a format that broke the pattern.
Sitch was created at the end of 2024.
It makes 90K in monthly revenue.
It runs a network of 26 creators.
In December 2025, one format broke through across two accounts.
“When HE initiated good morning and goodnight texts, said he missed me and was excited to see me but then he ghosted me on a random Saturday.”
1.6M views
+1.3M views
Another video from @saumya.sitch gained traction in May too, not fully organic but just as sharp.
The most viral hooks follow the same pattern. It is all about male disregard.
You can follow all their accounts here:
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