FORMAT # - © BY NAPOLIFY
Gradual challenge, Mr. Beast style
(Virality Format)
This is our Winning Format series, where we decode the content patterns that don't just go viral, but also convert. Every day, we’re scanning social media to identify the repeatable formats and behavioral patterns that drive results. Here,we map them clearly so you (and our clients) can navigate the chaotic jungle of digital content with confidence. You can explore them all here. And if you need us to fix your social media, it's here.
What's this format about?
This is the classic format you often see in MrBeast’s videos, especially in his short-form content on TikTok and Instagram.
He usually sets himself a small challenge and then gradually makes it harder in a fun and entertaining way. It often involves quirky props, and sometimes even motorized gadgets.
To get a clearer idea of what this looks like, check out the first three examples we’ve shared below.
Examples
Example 1 - (225M views) - an actual example from Mr. Beast himself, so you can see what we are talking about
Example 2 - (165M views) - another one, so you can understand the pattern
Example 3 - (106M views) - and a third one, just for the road, now you get it
Example 4 - (97M views) - same vibe, but with toy cars (and, guess what, he's actually selling these toys)
Example 5 - (1.2M views) - same creator, similar toys, different challenges
Example 6 - (3.5M views) - same creator, different creative challenge
Example 7 - (1.4M views) - different creator, this time it's a football kicking challenge
Example 8 - (208M views) - different creator, also selling car toys (it works well for this product category)
Why it's good for virality
This format triggers the “what happens next?” instinct. So, watch time and retention rate are high.
As the challenge escalates, each beat adds surprise or tension, which makes it nearly impossible to scroll away. That rising curve keeps dopamine flowing, the brain loves progression with stakes.
Because the setup is playful and visual, it’s instantly shareable, especially with friends (a big positive sign for the algorithm).
Plus, the use of props and gadgets gives people something novel to see, it’s entertaining.
That’s why it goes viral.
How to execute properly
Make the challenge feel casual at first, almost like a joke. Let it feel like it wasn’t meant to be serious. Use slight awkwardness or imperfections to lower defenses and build trust.
As the task escalates, don’t just go bigger, go weirder. Add constraints that feel random but oddly satisfying. Props should evolve with the challenge, not just decorate it.
Use visual resets to restart attention: quick camera shifts, odd angles, or abrupt silence.
Never tell the viewer what’s happening, let them feel like they discovered it.
The deeper the viewer’s mental investment, the more viral the payoff.
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends