Viral Hooks
Trending short videosMan in raincoat behind rainy window
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@wirecutter

Instagram · Carousel

@wirecutter Forever chemicals’ link to environmental and health concerns has soured some on waterproof coatings. But there's no need to give up on raincoats entirely. After years of adding PFAS for water resistance, many brands are now using old-fashioned water-resistant weaves instead. At the link in bio, learn more about Ventile, the 100% cotton, waterproof fabric that style writer @alexaciman has become completely enamored with. Photos by Ruthie Darling, videos by Lisa Fischer

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Performance

Views
255.4K
Likes
17K
Comments
183
Engagement
6.7%
Outlier
5.8×

Video #38510 · Carousel

Man in raincoat behind rainy windowfrom @wirecutter

[01]

Overview

An editorial-style photograph promoting an article from Wirecutter. It features a man in a dark raincoat viewed through a window covered in water droplets, with a text overlay announcing that cotton is returning as a solution for PFAS-free rain gear.

[02]

Simple outline

  1. 1Frame a contemporary problem
  2. 2Introduce an unlikely solution
  3. 3Promise a deeper story

[03]

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[04]

Classification

Format
Carousel
Concepts
Editorial CarouselNews Carousel
Elements
Text OverlayMood LightingThematic Staging
Account
Brand
Topics
FashionSustainabilityTextilesJournalism

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 55%

In the Quest for PFAS-Free Rain Gear, Cotton Is Making a Comeback

Verbal hook · 30%

Forever chemicals’ link to environmental and health concerns has soured some on waterproof coatings.

Visual hook · 15%

The unique visual of a person seen through a rain-streaked window pane creates an immediate pattern interrupt. This textured, atmospheric effect directly relates to the theme of rain gear and captures attention through its artistic and moody composition.

[06]

Hook template

Steal this for your own video

The [harmful ingredient] backlash is bringing back [old-school alternative] — and it actually [unexpected benefit].

  • — The microplastics backlash is bringing back natural fiber clothing — and it actually performs better long-term.
  • — The seed oil backlash is bringing back butter and lard — and it actually holds up better at high heat.
  • — The synthetic fragrance backlash is bringing back botanical perfumes — and it actually lasts longer on skin.

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

The single slide acts as the entire hook, using a headline to establish a modern challenge and propose a surprising, almost paradoxical, solution to capture attention and drive traffic to a link in bio.

Payoff

The payoff is not delivered within the carousel; it is promised in the linked content (e.g., an article). The slide's function is to act as a gateway to that payoff.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Counterintuitive Comeback Teaser

To generate intrigue for an article or deeper content by presenting a contemporary problem and pairing it with an unexpected or old-fashioned solution, creating a paradox that encourages the audience to seek the full story.

  1. 1

    The Problem/Paradox Statement

    Combines a relevant, modern-day challenge (the 'Quest') with a counterintuitive or forgotten solution (the 'Comeback') in a single headline to create immediate curiosity.

Themes

  • Environmental consciousness
  • Innovation in textiles
  • Consumer awareness
  • Health concerns

Techniques

  • Shooting through a textured surface
  • Atmospheric lighting
  • Layered composition

Post caption

Forever chemicals’ link to environmental and health concerns has soured some on waterproof coatings. But there's no need to give up on raincoats entirely. After years of adding PFAS for water resistance, many brands are now using old-fashioned water-resistant weaves instead. At the link in bio, learn more about Ventile, the 100% cotton, waterproof fabric that style writer @alexaciman has become completely enamored with. Photos by Ruthie Darling, videos by Lisa Fischer

Text overlays

  • title · photo_0

    In the Quest for PFAS-Free Rain Gear, Cotton Is Making a Comeback

  • branding · photo_0

    WIRECUTTER