VIRALITY BREAKDOWN 72 - © BY NAPOLIFY
Why Hasbulla chopping onions became the perfect meme-metaphor for Instagram growth
This is our Content Breakdown series, where we analyze viral posts to uncover the psychological triggers and strategic elements that made them explode. We break down the storytelling techniques, attention hooks, and engagement drivers that turned ordinary content into high-performing assets. Whether it's curiosity loops, pattern interrupts, or emotional resonance, we dissect the mechanics behind virality so you can apply them to your own content. We've already analyzed over 500 viral posts, click here to access them all.
What's the context?
Let's first understand the audience's perspective with a quick recap before breaking things down.
It starts with a flash of familiarity: Hasbulla, that internet-native figure who feels oddly universal, standing beside CZN Burak, the endlessly smiling chef whose expressions are so consistent they verge on brand identity.
Instantly, this juxtaposition taps into a kind of shared visual literacy. You’ve seen these faces before, probably mid-scroll, maybe even mid-laugh. But here, they’re cast in a new narrative, one that looks like a joke but lands like a lesson. The Reel doesn’t wait for your attention, it seizes it, using recognizability as a Trojan horse for deeper insight. That’s one of the subtler mechanics at play here: using identity-based engagement to convert passive viewers into participants.
At a surface glance, the post feels effortless. Just a few seconds long, minimal dialogue, and two meme-ready personalities in a kitchen. But what it does with those seconds is everything. The zoom, the pacing, the deliberate camera movement, none of it accidental.
There's narrative arc built into the shot selection itself, a kind of visual funnel that leads the eye from efficiency (Burak) to futility (Hasbulla), before delivering the punchline not through words, but through contrast. This isn’t just editing, it’s framing theory at work, a way of presenting an idea that subtly shifts how you interpret it. The viewer feels the message before they consciously process it.
And here’s where it gets interesting. The overlay text, “frequency of posting” versus “timing of posting,” feels deceptively simple. But in that binary, the post plants a familiar cognitive itch: creators have long debated this exact question. The metaphor resolves the debate with a kind of poetic clarity, confirming what many suspected. That taps into confirmation bias in a way that feels both affirming and share-worthy. It’s no accident that the post surged to 2.8 million views and over 140,000 likes. Those aren’t just numbers, they’re proof of resonance.
The view-to-like ratio hints at unusually high engagement per impression, suggesting not just reach, but relevance.
But the real genius? It’s that the Reel itself becomes a meta-proof of its own argument. No flashy trends, no lucky timing, just a well-executed, frequent piece of content that rides its own point straight into virality. It teaches through embodiment, not instruction.
That’s what makes this more than just a funny clip, it’s a living case study. And in a digital landscape where attention is currency, this post didn’t just earn it, it reinvested it.
Why is this content worth studying?
Here's why we picked this content and why we want to break it down for you.
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Meme Format ReversalIt uses a familiar meme visual but flips it into an educational lesson, which makes it instantly recognizable while still feeling fresh.
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Low Production, High ConceptThe Reel is simple and short with no voiceover or complex editing, proving that high-impact content doesn't need high production.
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Cultural ShortcutIt taps into meme literacy (Hasbulla, smiling chef) so it doesn't waste time on context, letting the punchline hit faster and harder.
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Micro Story ArcIt has a beginning, middle, and twist ending in under 10 seconds, reminding you that short content can still tell a story.
What caught the attention?
By analyzing what made people stop scrolling, you learn how to craft more engaging posts yourself.
- Pattern InterruptionWhen you see Hasbulla next to a chef chopping onions, it instantly breaks the visual rhythm of the feed. Your brain isn't prepared for that combo, so it pauses to make sense of it. That unexpected pairing acts as a scroll-stopper by forcing attention. This is a textbook example of how "weird in the right way" wins attention on autopilot.
- Instant RecognitionHasbulla's face is a known asset across meme culture and internet fandoms. When he appears, even without context, your brain tags him as “content I've seen before” which slows the scroll for re-evaluation. Using high-awareness characters creates built-in curiosity loops. This is a core principle of visual familiarity that drives content retention.
- Meme Literacy ShortcutWhen you see a meme-style layout with bold text and exaggerated characters, you intuitively know it's delivering a punchline. That preloading effect makes you more willing to give it a few extra seconds. This content benefits from a format that's already been trained into user behavior. You recognize the shape of a joke before the punchline lands.
- Visual ContrastOne person is clearly effective (fast-cutting onions), the other is clearly pretending. That exaggerated difference makes you stop to decode what's happening. The eye is drawn to contrasts, and this one has both motion and meaning. It's a classic application of visual polarity to hook attention without explanation.
- Clear Text HierarchyThe bold header (“What actually helps you grow on Instagram”) is instantly legible and communicates value in the first second. It sets a promise before you even understand the image. That top-line value signal acts like a banner ad—hooking anyone interested in growth strategy. It's how pros optimize top-of-funnel content hooks.
- Narrative in a GlanceThe image feels like a story in progress. You don't just see two people chopping—you sense there's a comparison, maybe even a joke. That embedded narrative makes your brain want to finish the story. It taps into cognitive momentum: once a storyline starts, your mind wants closure.
Like Factor
- Some people press like because they want to silently agree that frequency matters more than timing without starting a debate in the comments.
- Some people press like because they want to support educational content that doesn't feel preachy or condescending.
- Some people press like because they want to be part of the in-group that understands the Hasbulla meme and feels clever for catching the metaphor.
- Some people press like because they want to encourage more content that critiques popular but ineffective social media advice.
- Some people press like because they want to quietly nod at a post that reflects how they feel about overcomplicating content strategy.
Comment Factor
- Some people comment because they feel validated or inspired by the message and want to affirm the insight.
- Some people comment because they relate to the humor or find the meme format funny.
- Some people comment because they want to share or save the post for later reference or to show others.
- Some people comment because they're playfully critiquing the visuals or characters used.
Share Factor
- Some people share because they want to prove to their audience that they understand how real growth on Instagram actually works.
- Some people share because they want to save their less experienced friends from obsessing over timing instead of focusing on output.
- Some people share because they want to align themselves with smart, witty content that teaches without being boring.
- Some people share because they want their followers to laugh while also getting a dose of real-talk marketing advice.
- Some people share because they want to subtly say “I've been saying this for years” without having to write a long post.
How to replicate?
We want our analysis to be as useful and actionable as possible, that's why we're including this section.
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1
Replace the meme figures with industry-specific archetypes
Swap Hasbulla and the smiling chef with two exaggerated personas from your niche—like a fast-executing startup founder vs. a constantly "planning" one. Use split-screen visuals and minimal text to make the contrast immediately clear. This approach works well for B2B brands, niche creators, or professional service providers who want to educate through character-based storytelling. It only works if the archetypes are instantly recognizable within the niche—otherwise the metaphor won't land and the humor dies. -
2
Adapt it into a real-world demo using props or actions
Instead of using meme clips, film two simple real-life examples—one that represents high-frequency output, and one that mimics “fake effort” (e.g., someone typing gibberish vs. writing consistently). Use clear, low-budget visual metaphors to recreate the original contrast. This version fits lifestyle creators, educators, and DIY brands who thrive on authenticity and relatability. The trap here is trying to get too literal or losing the exaggeration—the charm comes from making the point obvious without overexplaining it. -
3
Make it a self-aware parody of your own niche
Create a skit where you play both roles in your own field—showing yourself doing something that "feels" important but is ineffective versus something simple and consistent that gets results. Add subtle humor, light acting, and exaggerated body language to keep it fun. This hits with personal brands, educators, and creators in overly formal industries like law, finance, or tech where humor feels fresh and unexpected. But it only works if it feels self-aware—forced comedy or defensiveness will make the message fall flat.
Implementation Checklist
Please do this final check before hitting "post".
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You must establish a clear visual contrast between two actions or personas because virality depends on immediate, effortless comprehension.
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You must open with a scroll-stopping visual or character because attention is won or lost in the first 1.5 seconds—especially in a feed-based environment.
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You must anchor your content in a metaphor or punchy analogy because abstract advice doesn't scale but visual storytelling does.
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You must use text overlays that clarify the point without making the viewer think too hard because cognitive ease directly impacts watch-through rates.
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You must deliver the twist or payoff quickly because content that takes too long to get to the point dies in short-form algorithms.
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You could layer in a culturally familiar character or meme because it creates instant recognition and pattern interruption, a proven scroll-stopper across platforms.
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You could exaggerate the “wrong” behavior comically because humor makes the message more shareable without diluting its seriousness.
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You could repurpose the idea across multiple formats (video, carousel, GIF) because platform-native variations increase surface area for discovery.
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You could post it as part of a broader content series because virality compounds when content feels like a piece of something bigger.
Necessary
Optional
Implementation Prompt
A prompt you can use with any LLM if you want to adapt this content to your brand.
[BEGINNING OF THE PROMPT]
You are an expert in social media virality and creative content strategy.
Below is a brief description of a viral social media post and why it works. Then I'll provide information about my own audience, platform, and typical brand voice. Finally, I have a set of questions and requests for you to answer.
1) Context of the Viral Post
A viral Instagram Reel featured Hasbulla and celebrity chef CZN Burak standing side by side, supposedly cutting onions. The chef slices with skill while Hasbulla lightly taps the board with his knife—making it clear he's just pretending. Overlaid text labeled the chef “frequency of posting” and Hasbulla “timing of posting,” forming a fast, funny metaphor: both look busy, but only one is creating real results. The post quietly teaches a growth principle through humor and contrast, with no voiceover, no overexplaining, and a relatable truth for creators.
Key highlights of why it worked:
- Clear visual metaphor with exaggerated contrast
- Used a culturally familiar meme figure to stop the scroll
- Taught a valuable insight in under 10 seconds with no sound required
- Humor made it shareable, while the truth made it sticky
- It visually demonstrated its own point (frequent posting leads to impact)
2) My Own Parameters
[Audience: describe your target audience (age, interests, occupation, etc.)]
[Typical Content / Brand Voice: explain what kind of posts you usually create]
[Platform: which social platform you plan to use, e.g. Instagram, TikTok, LinkedIn, etc.]
3) My Questions & Requests
Feasibility & Conditions:
- Could a post inspired by this “Hasbulla vs. Chef” metaphor work for my specific audience and platform?
- What core elements should I retain to maintain its effectiveness?
- Are there any risks or tone mismatches I should be aware of based on my niche?
Finding a Relatable Metaphor:
- Please suggest ways to brainstorm or identify similarly visual contrasts in my field (people pretending vs. actually performing).
- Can you offer examples of industry-specific metaphors I could recreate visually?
Implementation Tips:
- Hook: How should I open the content to stop the scroll fast?
- Visual Contrast: What's the best way to stage a believable “effective vs. ineffective” side-by-side?
- Emotional Trigger: Which emotional or identity cues could resonate most with my niche?
- Formatting: What are best practices for visuals, pacing, and silent viewing optimization?
- Call to Action (CTA): How can I nudge people to share or tag others without sounding pushy?
Additional Guidance:
- Recommend any tone, phrasing, or structural do's/don'ts that align with my brand voice while keeping the metaphor powerful.
- Suggest alternative takes on the metaphor if I want to avoid meme characters like Hasbulla.
4) Final Output Format
- A brief feasibility analysis (could this work for me, and under what conditions).
- A short list of metaphor/story prompts I could adapt to my space.
- A step-by-step breakdown for execution (hook, visual setup, CTA, etc.).
- Platform-specific formatting advice (ideal length, text usage, visual layout).
- Optional: Other angles if the meme-style humor doesn't fully fit my tone.
[END OF PROMPT]