Last time we covered Erly, the story was how they copied the $500K alarm format.

The content unlock: make users complete a task to turn the alarm off, then turn that forced action into short-form content.

Recently, one of their accounts, @alexwakesupp, took it further and found the relationship POV.

She started posting a little more than two months ago and is already sitting at 5.2M+ views.

About two weeks ago, she locked into one recurring hook:

“Bro I wake up and he’s doing this to turn his alarm off.”

The video starts from the girlfriend’s perspective. She wakes up, films her boyfriend, and shows him doing pushups or another physical task to stop the alarm.

One video alone already reached 4.7M views a week ago:

She is filming almost the same setup again and again: same bedroom POV, same boyfriend wake-up task, same girlfriend reaction, same text structure.

The hook barely changes and she reposts the video three or four times with small changes before testing a new settings.

it’s all about repetition.