Have you seen this excellent piece of content from @aussiedeathcarelady it is a masterclass and I’m going to break down exactly why it worked

Okay, this is a good one. This is like a masterclass. There is so much to learn from this. I don't know if you guys have seen it but there's this question going around TikTok at the moment. Okay, that line is already doing a lot of work. That's a great hook. When you start a video by saying something like "has anybody else seen this", you're creating an immediate sense of curiosity and fomo. If you are thinking "oh there's something else going on here that I haven't heard about, what am I missing out on?" That creates a really tiny piece of pressure that makes people stand till the end of the video to find out. The other interesting thing about this hook is that it uses borrowed authority. She's saying "have you seen this thing on TikTok?" This is signaling that what she's about to talk about already has some traction. This matters more than people think because humans instinctively trust things that already seem popular. It's a form of social proof. If you lost your memory and had to entrust one person to tell you who you were, who would you choose? Oh, this is where the magic happens in this video. This is so emotionally loaded because it talks about the thing that people fear the most. Something that feels kind of taboo to talk about and that is death. But I think the most important thing is that it's contemplative, so it's not a question that you can answer immediately so that forces you to take a bit of a pause. And that pause is really powerful because that's going to increase watch time and it's going to force people into the comments as well. And the question itself is so good for generating comments because it encourages vulnerability. People love talking about themselves. And the comment section basically turns into storytelling. And when all of those comments basically become like many stories, the algorithm is going to push that video out further because it has emotional depth. The other thing about this is that the time balance is really good. The total addressable market. People who are interested are curious about death. That's a huge audience of people. And then the other things about this are that the delivery style feels really personal. She says you a lot as if she's talking to one person that feels very intimate and that matches the tone of what she's talking about. So take a away from this video. Use a hook that makes people feel like they're going to miss out if they don't pay attention. Create content that is emotionally loaded. Invite people to open up and basically talk about anything to do with death, because that's a really good conversation starter.