We have learned this many times.
Once you find the right hook, the one that fits perfectly, you can repeat it almost endlessly until you hit full fatigue.
It works the same way paid ads work.
You can keep showing the same creative to people until they convert. At some point the audience gets tired, the performance dies, and you have to move to the next hook.
You should try to protect your viral hook at all cost.
The reality is that it is almost impossible. Someone always copies it, optimizes it, and ends up doing even better.
This is exactly what is happening across the UGC marketplace space. One brand finds a viral hook. Another runs the same structure with a cleaner version and more creators. And they outperform it.
The hook we are referring to is this one:
It is a strong hook/format.
It stacks numbers in a wall of text, uses dollar amounts, plays on a “bad maths” trick, and ends with strong time pressure. It is a classic problem and solution breakdown that performs extremely well.
It did 1.3M views and more than 20K bookmarks. Highly relatable. The only issue is that they did not start the campaign in the strongest way.
Another creator reused the same structure five days ago and hit 3.6M views with 35.4K bookmarks:
This account reached 5.7M views in only five weeks.
Onghost is an AI agent to help creators get brand deals faster. But we then noticed Pitch’Em, a mobile app that started posting four weeks earlier.
And they used the exact same hook. It is the one that drove their first virality in October:
The numbers are different but the structure is identical. They had only twelve creators and already started repeating the hook.
So the competitor simply reused the exact same idea with three times more creators and completely overtook them.
Same hook.
Bigger scale.
Better result.
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