The hook works because it promises a 'secret' (which products to avoid) from someone who has proven expertise (donating hair 5 times). It triggers the 'fear of missing out' on critical information.
Slide Text
Popular hair products I’d buy and WOULD NOT buy after donating my hair 5xs
Visual
Collage of various hair product bottles against a plain background with bold black text overlay.
All Slides
@hairwithjen carousel breakdown
hairwithjen
#hairdonor #hairgrowth #hairtips #hairproducts
Effectiveness score
8/10
Views
1.4M
Likes
32.6K
Saves
14.7K
Engagement
3.5%
Hook
Popular hair products I’d buy and WOULD NOT buy after donating my hair 5xs
Goal
build-community
Offer
information
CTA
Girlies let’s come through for each other in the comments with your favorite hair products! I’ll make sure to review them in my next post!
Caption
#hairdonor #hairgrowth #hairtips #hairproducts
Strategic Summary
This carousel went viral primarily as a utility save-bait rather than entertainment, evidenced by the 1.8x bookmark rate vs norm despite low like/comment rates. The hook establishes high authority ('donating hair 5xs') which validates the subsequent binary product ratings. The sliding scale of scores (-10 to 20/10) creates a gamified ranking system that encourages completion, while the specific product callouts (K18, Kerastase) drive high purchase intent saves.
The Winning Formula
High-stakes authority claim + binary product judgment (Buy/No Buy) + specific price/performance breakdown.
What's working
- •Slide 1 hook uses a collage of recognizable brands to instantly signal relevance to hair-care enthusiasts.
- •Slide 2 establishes physical proof of expertise (holding cut hair) which legitimizes the 'donating hair 5xs' claim.
- •Slides 3-7 use a consistent scoring system (-10 to 20/10) that gamifies the reading experience and forces comparison.
- •Slide 7 includes social proof (Amazon '#1 Best Seller' screenshot) to validate the lesser-known Lebanta brand.
- •Slide 8 CTA leverages reciprocity ('I'll review them in my next post') to drive comment volume for future content.
What's not working
- •Slide 1 displays 8 products but only 5 are reviewed in the carousel, causing confusion in comments (e.g., asking about Amika/Batiste which aren't covered).
- •Low like-to-view ratio (0.3x norm) suggests the content is saved as reference but not emotionally resonant enough to 'like'.
- •Slide 4 (Ouai) relies on anecdotal hair loss which may feel less objective than Slide 3's ingredient breakdown.
Viral lesson
Utility content wins saves when you pair specific product recommendations with a credible 'why' (ingredients/experience) rather than just showing the product.
Can a small creator replicate this? Any creator can replicate this by curating 5 products in their niche, assigning subjective scores, and grounding opinions in specific tangible reasons (price, ingredient, result) rather than vague praise.
Structural Formula (steal-the-format)
Structure pattern
8-slide carousel: Hook collage -> Authority proof -> 2 Negative reviews -> 3 Positive reviews (escalating score) -> Community CTA
Copy formula
First-person experience + Numeric score (X/10) + Bullet point pros/cons + Direct question to audience
What to swap (concrete remixes)
- •Swap hair products for skincare serums for beauty niche.
- •Swap hair products for tech gadgets for creator economy niche.
- •Swap 'donating hair' for 'losing 50lbs' for fitness niche.
What NOT to copy
Do not copy the specific expectation mismatch of showing 8 products in the hook but only reviewing 5; ensure your hook promise matches the content delivery to avoid comment confusion.
Aesthetics
clean infographic style with white backgrounds, product cutouts, and bold sans-serif typography
Color palette
What it conveys: The clean, clinical aesthetic reinforces the 'expert review' tone, making the advice feel objective rather than purely emotional.
Slide-by-slide forensics
1hookcollagecuriosityworks:yesgrab:95/100aesthetic:85/100Popular hair products I'd buy and WOULD NOT buy after donating my hair 5xs 🚫✨
Popular hair products I'd buy and WOULD NOT buy after donating my hair 5xs 🚫✨
Visual description
A clean white background featuring 8 hair product bottles arranged in two rows. A black text box with white sans-serif text overlays the center. Products include high-end (Kerastase, K18) and drugstore (Garnier, Batiste) brands.
Scene setting
studio white backdrop
Visible objects
Products on screen
Other text elements
- •MOROCCANOIL
- •KÉRASTASE
- •K18
- •GARNIER FRUCTIS
- •amika
- •L'ORÉAL ELVIVE 8
- •COLOR WOW
- •Batiste
Predicted audience reaction
Immediate recognition of familiar brands triggers a 'where does my favorite rank?' impulse to swipe.
Comments reacting to this slide
- "Okay but what dry shampoo are we using"
- "I love the amika shampoo and conditioner. I've never had another conditioner make my hair so soft but not weighed down and it cleans my scalp without completely drying it out and making it itchy. What shampoo/conditioner did you replace it with?"
Verdict: High brand recognition creates instant relevance, though the promise of 8 products vs 5 actual reviews creates a slight expectation gap.
2setuplifestyle shotexcitementworks:yesgrab:90/100aesthetic:80/100Since I need my hair to grow fast I AVOID damaging ingredients
Since I need my hair to grow fast I AVOID damaging ingredients
Visual description
A medium shot of a young woman outdoors in front of a glass building. She is wearing a white tank top and jeans, holding a thick ponytail of cut hair in her right hand, mouth open in an excited/shouting expression.
Scene setting
outdoor storefront
Visible people
Visible objects
vs prior slide
Style: Shifts from product collage to lifestyle photo to humanize the authority claim.
Story: Explains the 'why' behind the hook (donating hair) and sets the criteria for the reviews (avoid damaging ingredients).
Predicted audience reaction
Validation of the creator's expertise; the visual proof of cut hair makes the advice feel earned.
Comments reacting to this slide
- "is this like a full time job or"
Verdict: Crucial for trust-building; without this, the negative reviews might feel like hate rather than expert curation.
3step in listinfographicdisappointmentworks:yesgrab:70/100aesthetic:75/100-10/10 😢
Garnier Fructis
• Remember the Garnier commercials when we were kids??
• I THOUGHT it was an amazing product but was I wrong
• Contains sulfates like sodium laureth & alcohol denat which can RUIN your hair
Who else was fooled?
-10/10 😢 Garnier Fructis • Remember the Garnier commercials when we were kids?? • I THOUGHT it was an amazing product but was I wrong • Contains sulfates like sodium laureth & alcohol denat which can RUIN your hair Who else was fooled?
Visual description
White background with black text on the left. On the right, a green bottle of Garnier Fructis shampoo. Bottom includes a screenshot of a health article about Sodium Laureth Sulfate.
Scene setting
digital infographic
Visible objects
Products on screen
Other text elements
- •Is Sodium Laureth Sulfate Bad For Hair?
- •Reviewed by Kirstin Hall, FNP
vs prior slide
Style: Returns to white background/product focus but adds article screenshot for authority.
Story: Begins the actual reviews with a negative rating, establishing the critical lens.
Predicted audience reaction
Controversy trigger; many users grew up with this brand and will debate the ingredient claim.
Comments reacting to this slide
- "idk garnier fructis works for me"
- "Who else was fooled?"
Verdict: Generates debate which boosts algorithmic velocity, even if it doesn't convert to likes.
4step in listinfographicalarmworks:partialgrab:85/100aesthetic:70/100-100/10
Ouai scalp serum
• considered a 'hair growth' serum
• sadly I experienced really bad hair loss when I started using it...
• perfume (fragrance) has 1000 hidden chemicals
• be careful if u have a sensitive scalp
-100/10 Ouai scalp serum • considered a 'hair growth' serum • sadly I experienced really bad hair loss when I started using it... • perfume (fragrance) has 1000 hidden chemicals • be careful if u have a sensitive scalp
Visual description
White background. Text on left. Right side shows a white Ouai bottle and below it a photo of a hand holding a clump of shed hair.
Scene setting
digital infographic
Visible people
Visible objects
Products on screen
Other text elements
- •OUAI
- •SCALP SERUM
vs prior slide
Style: Maintains the white background + product + text layout.
Story: Escalates the negative review from ingredients (Slide 3) to physical side effects (Slide 4).
Predicted audience reaction
Fear response; the image of hair loss is visceral and stops the scroll.
Verdict: High emotional impact but anecdotal evidence may reduce credibility for some viewers compared to Slide 3's article link.
5step in listinfographicsatisfactionworks:yesgrab:75/100aesthetic:80/1009.5/10
K18 Science Hair Oil
• doesn't make my girl greasy at all
• 2 drops last the whole month, swear
• split ends? don't know her no more
• WHY ARE U $65 😭
pic for size reference
9.5/10 K18 Science Hair Oil • doesn't make my girl greasy at all • 2 drops last the whole month, swear • split ends? don't know her no more • WHY ARE U $65 😭 pic for size reference
Visual description
White background. Text on left. Right shows the K18 bottle (white with yellow cap) and a smaller inset photo of the bottle held in a hand for scale.
Scene setting
digital infographic
Visible people
Visible objects
Products on screen
Other text elements
- •K18
- •BIOMIMETIC HAIRSCIENCE
vs prior slide
Style: Consistent layout, shifts from negative to positive score.
Story: Transitions to positive recommendations, addressing the price objection immediately.
Predicted audience reaction
Validation for those who own it; price shock for those who don't.
Verdict: Specific usage instructions ('2 drops') add practical value that encourages saving.
6step in listinfographicluxuryworks:yesgrab:80/100aesthetic:85/10015/10 🤯
Kerastase Night Serum
• my hair literally ate this up 😌
• affordable for rich girlies
• divine scent light & NOT greasy
• curious how many of you guys use this??
I get them during Sephora sales
15/10 🤯 Kerastase Night Serum • my hair literally ate this up 😌 • affordable for rich girlies • divine scent light & NOT greasy • curious how many of you guys use this?? I get them during Sephora sales
Visual description
White background. Text on left. Right shows the Kerastase bottle (brown gradient) and an inset photo of two bottles held in a hand.
Scene setting
digital infographic
Visible people
Visible objects
Products on screen
Other text elements
- •KÉRASTASE
- •NUTRITIVE
vs prior slide
Style: Continues the positive review pattern with higher score.
Story: Escalates the recommendation to a 'holy grail' status (15/10).
Predicted audience reaction
Aspirational; 'rich girlies' comment frames it as a treat.
Comments reacting to this slide
- "Kerastase is goatttt I use the hair perfume oil and my hair loves it"
- "Honestly that Keratase night serum is unrealllll, worth the money every time"
- "Nightserum Kérastase 💛✨"
Verdict: Highest comment engagement slide; validates the audience's existing luxury purchases.
7payoffinfographictrustworks:yesgrab:90/100aesthetic:85/10020/10 ❤️
Lebanta Batana Oil
• This stuff is literal MAGIC only using it 2x a week
• My hair actually feels thicker now.
• It's rich but never leaves buildup.
• Very natural way to condition my hair
• I'd only PROMO something that ACTUALLY works ❤️
It's SUPER popular on amazon
20/10 ❤️ Lebanta Batana Oil • This stuff is literal MAGIC only using it 2x a week • My hair actually feels thicker now. • It's rich but never leaves buildup. • Very natural way to condition my hair • I'd only PROMO something that ACTUALLY works ❤️ It's SUPER popular on amazon
Visual description
White background. Text on left. Right shows an orange jar of Lebanta oil and a screenshot of the Amazon product page showing ratings and best seller badge.
Scene setting
digital infographic
Visible objects
Products on screen
Other text elements
- •100% RAW BATANA OIL PASTE
- •#1 Best Seller in Scalp Treatments
- •20K+ bought in past month
vs prior slide
Style: Consistent layout, highest score reserved for final product.
Story: Climax of the list; introduces a newer/trending product with social proof (Amazon stats).
Predicted audience reaction
High save intent; the Amazon screenshot removes friction for purchasing.
Comments reacting to this slide
- "Can you explain how you use the bantana oil please xx"
Verdict: The '20/10' score and Amazon proof make this the most actionable slide for purchase.
8ctatext cardcommunityworks:yesgrab:40/100aesthetic:60/100Girlies let's come through for each other in the comments with your favorite hair products!
I'll make sure to review them in my next post! ✅
Girlies let's come through for each other in the comments with your favorite hair products! I'll make sure to review them in my next post! ✅
Visual description
Plain white background with centered black sans-serif text. Minimalist design.
Scene setting
text card
vs prior slide
Style: Strips away product images to focus purely on the call to action.
Story: Shifts from creator monologue to community dialogue.
Predicted audience reaction
Prompt to comment their own favorites to get featured next.
Verdict: Simple and direct; promises future value ('I'll review them') which incentivizes commenting now.
Commerce intent
Mentioned products
Buy-intent phrases (from comments)
- •Kerastase is goatttt I use the hair perfume oil and my hair loves it
- •Light version of morocanoil is best hair oil i have used
- •Honestly that Keratase night serum is unrealllll, worth the money every time
Objections (from comments)
- •WHY ARE U $65
- •sis really said 'im gonna love all the expensive stuff and hate on everything cheap.'
- •idk garnier fructis works for me
Comment ethnography
The audience is highly knowledgeable about hair ingredients and brand tiers, debating the validity of 'sulfate-free' claims and defending budget options against the creator's luxury preference.
Comments that characterize the audience
- "sis really said 'im gonna love all the expensive stuff and hate on everything cheap.'"
- "Yall getting more and more convincing this is scary"
- "Finally someone is honest in this App"
Pain points revealed
- •hair growth speed
- •damaging ingredients
- •sensitive scalp
- •product weight/greasiness
Aspirations revealed
- •thicker hair
- •fast hair growth
- •luxury hair care routine
Top questions asked
- •is this like a full time job or
- •Okay but what dry shampoo are we using
- •What shampoo/conditioner did you replace it with?
- •Can you explain how you use the bantana oil please
Objections
- •price sensitivity on K18
- •skepticism on expensive vs cheap products
- •loyalty to budget brands like Garnier
Diagnostics
Hook deep-dive
Popular hair products I'd buy and WOULD NOT buy after donating my hair 5xs 🚫✨
The specific claim of 'donating hair 5xs' creates a curiosity gap about which products survived that level of scrutiny.
Engagement read
High bookmark rate (1.8x norm) vs low like rate (0.3x norm) indicates this is being used as a shopping list/reference tool rather than entertainment.
Mechanics
The escalating score system (-10 to 20/10) creates curiosity about which product gets the highest rating.
Brand & funnel
Brands visible
Buying-journey moment: The viewer is actively looking for product validation before purchasing; they know the brands but need permission to buy the expensive ones.
Ideal Customer Profile
Young women (Gen Z/Millennial) obsessed with hair health, growth, and 'clean' beauty, who are skeptical of mainstream marketing and value peer-to-peer recommendations.
Age
18-24
Gender
female
Readability
simple
Interests
Pain Points
Aspirations
Emotional Profile
Primary Emotion
validationIntensity
Effectiveness
Emotions Evoked
Emotional Arc
curiosity → shock (at bad products) → validation (of good products) → community engagement
Why It Lands
The content validates the viewer's existing suspicions about mainstream products while providing a sense of relief by offering 'safe' alternatives.
Writing Analysis
Style
conversational
Tone
relatable
Hook Type
contrast
Quality
The writing is punchy, informal, and uses internet slang effectively to build rapport with the target demographic. It avoids jargon while still sounding knowledgeable.
Effectiveness
Goal Achievement
The high bookmark count proves the goal of providing 'utility' was met perfectly. The CTA is designed to drive comments for the next post, creating a loop.
Why It Spread
high utility (bookmarkable list)
controversial opinions on popular brands
strong visual identity (consistent aesthetic)
Content DNA
This is a strong CTA because it uses reciprocity (I'll review yours if you tell me yours) and community-building language ('come through for each other').
Narrative Arc
Starts with a high-tension hook, moves through a series of 'verdicts' (good/bad), and ends with a community-driven call to action.
Psychological Blueprint
Why It Spread
The carousel succeeded by combining high-stakes personal transformation (donating hair 5 times) with the 'honest reviewer' archetype that thrives on TikTok. By explicitly naming and shaming popular products while recommending others, she created a 'us vs. them' dynamic that compelled viewers to save the post for future shopping trips (14,732 bookmarks). The high bookmark-to-like ratio indicates this is seen as a high-utility reference guide.
Framework
authority then teachPrimary Tactic
authorityTactics Used
curiosity gap on slide 1: 'would not buy' creates immediate desire to know which ones
authority through personal experience: 'donating my hair 5xs' establishes credibility
social proof: '20k+ bought in past month' screenshot on slide 11
tribal language: 'rich girlies', 'girlies', 'my girl' (referring to hair)
negative social proof: calling out popular brands like Garnier and Ouai as bad
Cognitive Biases
anchoring: starting with a strong negative opinion on a popular brand (Garnier) to anchor the viewer's trust in her 'honest' reviews
bandwagon effect: leveraging the '20k+ bought' Amazon stat to validate the recommendation
loss aversion: the fear of 'ruining' hair by using the wrong products
Tribal Markers
Trust Signals
Slide Breakdown (2 analyzed)
Hook Analysis
The hook works because it promises a 'secret' (which products to avoid) from someone who has proven expertise (donating hair 5 times). It triggers the 'fear of missing out' on critical information.
Text
Popular hair products I’d buy and WOULD NOT buy after donating my hair 5xs
Visual
Collage of various hair product bottles against a plain background with bold black text overlay.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: yes, the viewer must swipe to see which products are the 'good' ones and which are the 'bad' ones.
Visual Psychology
Attention: the bold black text box in the center
Emotional cue: the 'no-entry' emoji creates immediate tension
Composition: to present a clear, high-contrast guide that is easy to read while scrolling
Text
Since I need my hair to grow fast I AVOID damaging ingredients
Visual
Creator holding a ponytail of hair, looking surprised/intense.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: yes, establishes the 'why' behind the following list.
Visual Psychology
Attention: the creator's face and the held ponytail
Gaze: looking at the hair
Emotional cue: the intense expression signals passion/seriousness
Composition: to establish the creator as the authority and the 'face' of the brand
Comment Intelligence
Sentiment
PositiveResonance
Intent
build-community
Audience Vibe
The comments are a mix of validation, personal anecdotes, and requests for more reviews.
Standout Quotes
“Finally someone said it about Garnier!”
“I've been using the K18 oil and it's a game changer.”
“What do you think about [Brand X]?”
Top Comments
is this like a full time job or
the morrocanoil scent is one of my faves 😭😭😭
Kerastase is goattttt I use the hair perfume oil and my hair loves it
Okay but what dry shampoo are we using
Light version of morocanoil is best hair oil i have used. i have very fine hair, it didnt weighed it down at all