Snap It’s latest hits are coming from a format we’ve already seen across fashion apps like Faircado, Dreamfits, Shoppin, and Refind, as well as some other aesthetic/creative apps like Picsart, Cosmos, and Snap It itself.

It’s nothing much besides a face close up, paired with a disbelief hook and a generic brand name:

“You’re telling me this is what the cool girls use for their Pinterest??”

That post reached 2.4M views six days ago.

She had already used that one year ago and reached 1.1M views and 1M views.

It seems that repeating a viral format does work even after a while.

Another one that did well using a similar structure: disbelief hook → aesthetic identity → app as the shortcut.

“girl to girl this is how I take Pinterest photos”- 413.5k views