These types of videos are low-effort and simple to recreate because you don’t even need to talk, but there is a smart engagement trick underneath it.

The interesting part of this format is that creators are creating a specific emotional state that people can relate to which makes viewers want to finish the thought themselves.

934k views and 524 comments

“Got an iced coffee and a sweet treat but it’s missing something.”

works well as a slideshow format as well:

3.4M views and 7 502 comments

720.6k views

“I’ve felt so weird lately.”

Sometimes the strongest format is just:

normal moment + small emotional gap + room for people to project