FORMAT # - © BY NAPOLIFY
POV (imagine) it's Christmas/your birthday and you get ...
(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?
This format is all about showing a gift … usually something wrapped. The fact that it’s wrapped makes people curious. They want to see what’s inside, so they keep watching. That’s what helps with retention.
At the same time, there’s often a simple text hook like: “POV: you got this for Christmas” or “Imagine your best friend gave you this” or “Your girlfriend surprised you with this for your birthday”.
Examples
Example 1 - (16M views) - while you're watching, you're picturing how much fun you would get with this toy
Example 2 - (2.1M views) - here it's good because you stay until the end (when the box is fully unwrapped)
Example 3 - (1.9M views) - now you picture your own boyfriend buying you this Titanic humidifer ... and it feels nice
Example 4 - (1.9M views) - you laugh and you picture yourself buying that funny toy for a friend
Example 5 - (3.8M views) - same vibe as the Titanic humidifer, but with a different product
Example 6 - (1.5M views) - and another product
Example 7 - (3M views) - another example, with a more serious gift
Why it's good for conversion
First, it’s good for virality.
The setup and text hook help the viewer imagine themselves in a real situation.
It puts them in a social context right away: maybe receiving a gift, maybe giving it. That instantly activates their imagination. They start thinking: “What if I got this?”, “My friend would love this.” or “This could be a cool gift for my boyfriend.”
That emotional reaction makes the content more shareable.
People tag their friends or send it to someone they think would like it. That’s how it goes viral.
Then, it also helps optimize conversion.
When someone imagines receiving or giving the product, their brain already starts the buying process.
They’re no longer just watching … they’re picturing themselves with it. That makes them more likely to buy.
How to execute properly
Start with the wrapped gift, but don’t show it too clean … make it feel personal, like it was filmed in someone’s room or on the go. Use natural lighting and handheld camera movement to make it feel real, not staged.
Keep the text hook short and casual, but avoid overused phrases, we noticed it’s better if you use slightly odd wording or specific details to feel fresh, like “your roommate left this outside your door for Christmas” or “you find this after a long day”.
Let the hands in the video feel relatable, nail polish chipped, sweater sleeves pulled over fingers, these tiny things help people imagine themselves in the scene.
When unwrapping, draw it out just enough to build tension, but never too slow.
Use sound subtly, crinkle of paper, a faint laugh, a phone buzzing, to ground the moment.
Finally, don’t end on the product alone; end on a reaction or a quick, unsaid reason why it’s perfect.
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