@welcome.jpeg
Instagram · Carousel
@welcome.jpeg Last year the internet briefly became more Chinese than it ever had before… why? we spent months investigating this seemingly propagandized trend to understand what really caused it read our china-fication investigation in welcome magazine, link in bio. article written by @fakeplasticbrands
Performance
Video #45934 · Carousel
[01]
This 8-slide carousel post is an investigative piece by 'Welcome Magazine' that delves into a viral internet trend about 'becoming Chinese'. It presents a timeline of the trend, questions its origins, provides evidence of Chinese government programs that pay influencers for patriotic content, and ultimately directs users to a full article via a link in bio.
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[05]
What stops the scroll in the first 3 seconds
Title hook
"You Met Me at a Very Chinese Time in My Life"
Verbal hook
Last year the internet briefly became more Chinese than it ever had before… why?
Visual hook
The opening image presents a surreal digital collage of a US official shaking hands with Xi Jinping, but the official's head is replaced by social media logos. This unexpected and symbolic juxtaposition immediately grabs attention and signals a story about the intersection of US-China politics and the internet.
[07]
The promise the opener makes, and how the video pays it back
Hook
A visually striking and textually intriguing title card that frames a broad cultural observation as a mystery to be solved. It combines a pop-culture-style quote with a high-stakes visual to create immediate intrigue.
Payoff
A direct Call-to-Action that leverages the curiosity created by the pivot. It resolves the tension not with an answer, but by pointing to the external location (e.g., link in bio) where the full, nuanced answer can be found.
[08]
The structural pattern this video runs on
Framework
The Investigative Funnel
Present a popular phenomenon, introduce a compelling but potentially misleading explanation, build a strong case for it, then pivot at the last moment to create an information gap that can only be filled by following a call-to-action.
The Inciting Incident
Establishes the specific, observable phenomenon being investigated (e.g., a viral trend). It grounds the mystery in a concrete, relatable event and ends with a question to formalize the investigation.
The Central Question
Introduces the primary, high-stakes hypothesis in the form of a direct question. This frames the subsequent slides as an attempt to answer this single, compelling query.
The Explanatory Mechanism
Reveals the underlying system, program, or 'secret' that makes the hypothesis plausible. This slide provides the 'how' behind the theory, lending it credibility.
The Proof of Scale
Offers a specific, high-impact case study that demonstrates the explanatory mechanism in action. Using large numbers or dramatic outcomes makes the theory feel significant and real.
The Crossover Event
Connects the abstract mechanism to the audience's world by showing its influence on a familiar figure or context. This makes the issue feel immediate and personal rather than distant.
The Narrative Pivot
Abruptly casts doubt on the entire preceding argument. It uses a simple question and a contrasting visual to undermine the established narrative, creating a powerful information gap and a desire for the 'real' story.
Last year the internet briefly became more Chinese than it ever had before… why? we spent months investigating this seemingly propagandized trend to understand what really caused it read our china-fication investigation in welcome magazine, link in bio. article written by @fakeplasticbrands
title · photo_0
"You Met Me at a Very Chinese Time in My Life" the brief china-fication of the internet
contextual · photo_1
in spring 2025, a viral tweet inspired an internet-wide trend
contextual · photo_1
americans suddenly spoke about 'becoming chinese' what... was this?
title · photo_2
CHINESE FOR 24 HOURS
contextual · photo_2
could the chinese government have been behind this? for months, we investigated ->
informational · photo_3
in china, the government has a program to incentivize influencers to promote the country by offering bounties influencers can claim by making viral posts
informational · photo_3
this means china is offering prizes for videos that specifically promote patriotic messages
informational · photo_4
these turn into viral videos in this case, content creator Li Yaode claimed $73,500
contextual · photo_5
sometimes, this government interest spills onto our feeds
informational · photo_5
this guy was paid $13,800 by the Chinese state
contextual · photo_6
but is this what was happening on our feeds? during the 'very chinese time in our lives' ?
call-to-action · photo_7
read our china-fication investigation in Welcome Magazine link in bio -`:'