A new AI photo book app is taking off on Instagram with one simple faceless format: last-minute gifting.

Pookiebook turns a collection of photos into a custom digital photo book. It launched about a month ago.

So far they’re only running a single Instagram account, and it has already reached 4.5M views.

The page mixes shocked-reaction clips and faceless videos, but the faceless gift format is what actually broke out.

The winning setup is a simple birthday-gift conversation. Someone asks where their gift is, and the reply is a QR code that opens a digital photo album of their memories together.

Their biggest hit reached 2M views on Jan 12, 2026, with the hook:

“boyfriended so hard, i had to bring out my creative side”

Then, a few days ago, they hit another spike with a longer POV hook, pulling 1M views and ~4.5K comments:

“POV: you just realized your best friend’s birthday is today and you have no gift so you made this instead” (Feb 20, 2026)

Those are the two hook patterns driving most of the views:

• boyfriended / girlfriended so hard…
• POV: you just realized…

Pookiebook is using the same emotional trigger that made aesthetic photo books go viral, memory gifting, but turning it into a digital product you can make and send instantly. It’s basically an app version of a proven physical gift format: same sentiment, less friction, faster delivery.

If you want the closest physical version comparison, Pixory is the right one to study next:

https://www.socialgrowthengineers.com/92m-views-across-9k-videos-and-142-creators