×7Instagram video that did 7× its author's usual
@collinskey · 7.7M followers
This one got 201M. That gap — not the raw number — is what makes the format worth copying.
This video features a group of young men building sand sculptures on a beach. The video starts with two men holding palm fronds next to a sand pyramid. As the camera pans, more men are revealed, some buried in the sand with only their heads showing, and one sitting atop a sand mound like a king.
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Why it worked
The video works due to its unexpected and humorous reveal. The use of a dramatic, cinematic audio track combined with the absurd visual of men buried in sand and one posing as a king creates a strong comedic effect. The gradual reveal keeps viewers engaged, and the high production quality makes it visually appealing. It leverages curiosity and humor, making it highly shareable.