×22InstagramComedy
“Excuse me mate, I'm looking for 14 gauge 100mm galvanised bugle head batten screws.”
@swag.on.the.beat · 1.3M followers
×22its author's usual
This creator normally gets 1.3M views. This one got 30M. That gap — not the raw number — is what makes the format worth copying.
A customer asks a store employee for specific screws, and the employee immediately knows the exact aisle and shelf. The customer then jokingly asks for his lost AirPod, which the employee also correctly locates. The employee then offers life advice, surprising the customer.
Open original ↗30M
Views
7.9%
Engagement
90/100
Virality
Likes 2.3MComments 9.1KShares —
Why it worked
The humor comes from the unexpected and escalating omniscience of the store employee, creating a relatable scenario (asking for help in a big store) with a surreal twist. The quick cuts and deadpan delivery enhance the comedic timing, making it highly shareable.
Unexpected twist and escalation of humorRelatable initial premise (asking for help in a store)Good comedic timing and deliveryClear on-screen text for dialogue
HumorRelatabilitySurprise
How to reproduce this format
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