@dunkin
Instagram · Carousel
@dunkin everything is ok
Trending short videosDunkin' holiday menu announcement post
The edit1 shot · 2 text
Shots Text
Performance
- Views
- 2.2M
- Likes
- 146.1K
- Comments
- 2K
- Engagement
- 6.8%
- Outlier
- 11.6×
Video #48142 · Carousel
Dunkin' holiday menu announcement postfrom @dunkin
[01]
Overview
A two-slide carousel post that first builds curiosity with a text-based hook referencing pop culture, then reveals a promotional graphic for the Dunkin' holiday menu launch. The post's purpose is to generate excitement and inform customers about new seasonal offerings.
[02]
Simple outline
- 1Hook with relatable letdown
- 2Promise an unexpected substitute
- 3Deliver the branded reveal
[03]
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Classification
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook · 50%
ok it's not spidey but i've got the next best thing...
Verbal hook · 45%
ok it's not spidey but i've got the next best thing...
Visual hook · 5%
The first slide uses a simple pink gradient with bold, white outlined text, creating a pattern interrupt in a visual feed that forces the user to read. The second slide presents a colorful and abundant display of festive food and beverage products, creating immediate visual appeal and desire.
[06]
Hook template
Steal this for your own video
ok it's not but i've got the next best thing...
- — ok it's not a pay raise but i've got the next best thing...
- — ok it's not a beach vacation but i've got the next best thing...
- — ok it's not a brand new kitchen but i've got the next best thing...
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
A simple, text-only slide that uses a conversational, lowercase tone to acknowledge a popular cultural desire, state that this is not it, and then pivot to an intriguing but undefined alternative.
Payoff
The final slide delivers the punchline and the core message (the announcement) in a single, visually distinct reveal, leveraging the surprise of the format to make the announcement more memorable.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Bait & Reveal
Create an information gap with a casual, relatable hook that references a popular but unrelated topic, then resolve it with an abrupt, high-impact brand announcement as the punchline.
- 1
The Relatable Deflection
Disarms the viewer and builds rapport by referencing a shared, unrelated interest. It then immediately creates a curiosity gap by promising a 'next best thing' without revealing what it is.
- 2
The Brand Punchline
Resolves the curiosity gap with a polished, high-contrast visual and a direct brand announcement. The surprise and humor come from the stark shift from a personal tone to a commercial one.
Themes
Techniques
Trends
Post caption
everything is ok
Text overlays
contextual · photo_0
ok it's not spidey but i've got the next best thing...
informational · photo_1
HOLIDAY MENU LAUNCHES WEDNESDAY