FORMAT # - © BY NAPOLIFY
Insert your product/service in a controversial setting, so it triggers comments
(Conversion 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 exactly?
Start right away with a setup or situation that’s a bit controversial or confusing.
It must be something that makes people want to comment. It could be something people have strong opinions about, or something that just doesn’t make sense at first glance.
Your product or offer is still part of the video, it’s in the scene, but the focus is on the setting or idea that makes people react.
And that’s the goal: to get real comments. Not just likes or emojis, but actual full comments, where people are writing full thoughts or even replying to each other.
This way, your content will get boosted.
Examples
Example 1 - (1.3M views) - it's about a (staged) teacher lecturing his students about AI use, so it's controversial
Example 2 - (14.9M views) - it's also about using AI, but this time during exams
Example 3 - (2M views) - it's about people being on Tinder while still being in a relationship, a burning topic
Example 4 - (0.4M views) - a Dad-daughter discussion about a controversial thing: her boyfriend being a potential cheater
Example 5 - (2.9M views) - another one about boyfriends cheating (or being on Tinder), same product still
Example 6 - (1.4M views) - this time it's about finding that your own Dad is actually on Tinder (perfect for generating a lot of comments)
Example 7 - (9.3M views) - is it ok to use AI while doing a remote interview? we don't know, it's controversial
Example 8 - (45M views) - the naughty vibe and confusion is perfect for comment generation
Example 9 - (38M views) - a teacher showing you how to bypass AI-detector?? it makes people talk
Example 10 - (2M views) - same setup, just different hook
Why it's good for conversion
So, the goal is to get a lot of comments. It must be “real” comments (people actually typing real sentences and replying to each other), not just emojis or “Awesome video bro” type.
Meta’s algorithm (for Instagram and Facebook) as well as the Tiktok’s one love these kinds of interactions.
They’re officially called “Meaningful Interactions” and they count way more than simple reactions.
When people start conversations in the comments, your video gets pushed to more viewers. That means way more reach, way more visibility.
And in the end, that leads to more conversions. More people see your product/service/app, more people get interested, and more people buy.
How to execute properly
Drop the viewer into the middle of something odd, no intro, no explanation.The weirder or more “is this real?” it feels better.
Avoid loud conflict; go for quiet tension or social friction that sparks debate. Use everyday settings, but twist one detail, just enough to feel off.
Let your product exist naturally in the scene, like it belongs there, not like it’s being sold.
Show reactions, not answers. Also, never explain or defend anything in the video, leave space for people to argue, guess, or fill in the blanks.
Real comments come when people feel like their take matters more than yours.
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