TL;DR
- Trends
- The “It’s not gonna work!” couple trend
- Views
- 10.7M+ views from 3 videos in the same week; the highest-performing one got 5.5M+
- Format
- Couple skit; single clip with “It’s not gonna work” line from the girlfriend/wife + opposite payoff + POV-like text copy
- Why It Works
- Debunking the idea that a “woman's always right” with a fun-toned skit
- Use It When
- You want to attract engagement with a well-known stereotype and the exact opposite payoff from that stereotype.
What is this trend about
There’s a famous saying that “woman’s always right!”. But is it right, tho?
This trend allows couples to debunk this stereotype and see if woman’s actually right all the time.
4.2M 
54.6K 
362.3K 7.8M 43.1K 769.4K 1.4M 23.5K 238.3K The universal experience of these relationship dynamics ensures that people tune in to this trend and crave more skits like this.
People already know the result even before the video shows the payoff, but the relatability of these experiences gives off satisfying feelings for those who watch it.
No wonder those videos listed above gained 10.7M+ views in a span of a week, with 5.5M+ views for the highest-performing one.
The formula
The recipe for this trend is actually simple.
- a verbal warning (“It’s not gonna work!”) from the girlfriend/wife
- an opposite payoff of the warning given before
- POV-style text copy
The important thing about this trend is the opposite payoff from the warning, so be creative with this element.
How to use
For creators, especially for couple-creators, it’s time for you all to shine. Show the dynamics of your daily relationship with your partner.
You can also flip the narration and debunk people’s stereotype on boyfriends or husbands.
For brands, you can use the trend framework to demonstrate your product just like what the example video does with their can.
You don’t need to flip the narration to tap into the conversation. Instead, adjust the payoff with your product appearance.
