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Hold the whole haul pile first

A viral fashion format on TikTok and Instagram

Open a haul by holding the full armful, box or stack of items in frame before showing any single piece.

13

accounts it worked for

10x

median, times their usual

#2

of 59 in fashion

Editing trick

Talking head, Video

Why it works

Viewers see the volume and variety coming in the first second, which gives them a reason to keep watching. It appears across Shein, Zara, Amazon and Walmart hauls from different accounts.

Hook formulaI found [number] [product category] on [store], and here's the whole pile

How to make it

  1. 1Gather every item (or the giant box or mailer) into your arms or a stack
  2. 2Show it in frame one with the store name on screen
  3. 3Cut into the first item or try-on

Examples

Best first, one per account. Each links to the original post.

  • @drab.to.dreamy

    167K followers, TikTok

    “i found THE CUTEST PUFFERS HIDING ON AMAZON”

    59x their usual views, talking head, hauls and try-ons

  • @hannah_seery

    3K followers, TikTok

    “Shein Haul”

    65x their usual views, talking head, hauls and try-ons

  • @chynasolder

    1M followers, TikTok

    “autumn shein haul 🍂”

    18x their usual views, talking head, hauls and try-ons

  • @jessicafwebb

    308K followers, Instagram

    “ZARA try on”

    17x their usual views, talking head, hauls and try-ons

  • @blickonem

    12K followers, TikTok

    “my current jacket rotation (w/ names)”

    9.5x their usual views, talking head, men's style

  • @noahrwalters

    41K followers, TikTok

    “MY SWEATER ROTATION:”

    13x their usual views, talking head, men's style

  • @liakarys2

    12K followers, TikTok

    “You know it's going to be a good Shein package when it comes in a box.”

    14x their usual views, talking head, hauls and try-ons

  • @oliviaeeve

    15K followers, TikTok

    “MEN I may not know”

    8.3x their usual views, talking head, outfit ideas

  • @aedusgallery

    18K followers, TikTok

    “My UPDATED pant rotation (w/names)”

    9.0x their usual views, video, men's style

  • @megann.wright

    120K followers, TikTok

    “MUST HAVE SET FROM AMAZON 🧸☁️✨”

    8.7x their usual views, talking head, hauls and try-ons

  • @stanainvegas

    13K followers, TikTok

    “Zara - new arrivals”

    6.2x their usual views, talking head, hauls and try-ons

  • @maisie.simpsonn

    16K followers, TikTok

    “where is your jumper from?”

    3.3x their usual views, talking head, outfit ideas

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More fashion formats

What’s working in fashion this week

How this is measured

  • Every post is compared with its own account's usual reach, not with other accounts. "14x their usual" means the post got 14 times the median views of that account's recent posts.
  • TikTok videos and Instagram Reels are measured on views. Instagram carousels have no view count, so they are measured on likes against the account's usual likes, and say so.
  • A post makes the library at 2x its account's usual or more. A format is a repeatable move (what is said or shown, or how it is edited) that several accounts used in breakout posts. It is listed here once it worked for 3 or more different accounts.
  • Formats rank on how many accounts they worked for and how far above usual, damped so a fluke on one tiny account cannot outrank a format that worked for ten.