{ "title": "Which caption styles actually work?", "subtitle": "A study of 13,046 TikTok and Instagram talking-head videos from 1,132 creators across 10 niches", "url": "https://www.yapanddone.com/studies/caption-styles/", "published": "2026-11-07", "snapshot": { "run": 2, "window": "Posts 7–60 days old on TikTok (7–90 on Instagram) as of November 6, 2026", "collected": "2026-11-06" }, "publisher": { "name": "Yap & Done", "url": "https://www.yapanddone.com/" }, "license": { "name": "CC BY 4.0", "url": "https://creativecommons.org/licenses/by/4.0/" }, "citation": "Yap & Done (2026). Which caption styles actually work? https://www.yapanddone.com/studies/caption-styles/", "sample": { "videos": 13046, "creators": 1132, "niches": 10, "popularity_videos": 15177, "popularity_creators": 1118, "same_creator_videos": 11525, "same_creator_creators": 1026, "tiktok_creators": 802, "instagram_creators": 161, "breakouts": { "tiktok": 1454, "instagram": 118 }, "baseline": { "tiktok": 1866, "instagram": 391 }, "videos_screened": 17597 }, "tldr": [ { "label": "Works", "tone": "works", "text": "Put words on screen. Captions plus a headline got 12% more saves, comparing creators only with themselves." }, { "label": "Works", "tone": "works", "text": "Look like your niche. A caption setup that's rare in the creator's niche got 14% fewer views than their own videos with a usual setup." }, { "label": "Works", "tone": "works", "text": "Have text up from the first frame. It went with +14% views; text that arrived even half a second later went with -12%." }, { "label": "Probably works", "tone": "probably", "text": "Let captions appear whole. Words typed on one by one went with 18% fewer views and 11% fewer shares." }, { "label": "Doesn't matter", "tone": "neutral", "text": "Any one look on its own: font, ALL CAPS, colours, word highlighting, one word or three. None changed views, likes, comments, shares, saves or breakouts once creators are compared with themselves." }, { "label": "Read next", "tone": "link", "text": "What the headline promises and how you open moved views, shares and saves far more than any caption look.", "url": "https://www.yapanddone.com/studies/hooks/", "link": "The hooks study →" } ], "niche_fit": { "rare": { "same_creator": { "pct": -14.2, "lo": -21.4, "hi": -6.4, "p": 0.0006, "creators": 463 }, "same_content": { "pct": -15.5, "lo": -26.6, "hi": -2.7, "p": 0.01906, "creators": 1026 }, "previous_post": { "pct": -5.4, "lo": -14.4, "hi": 4.6, "p": 0.28144, "creators": 455 }, "verdict": "likely causal" }, "common": { "same_creator": { "pct": 6.8, "lo": -1.1, "hi": 15.3, "p": 0.09461, "creators": 530 }, "previous_post": { "pct": -0.7, "lo": -8.6, "hi": 7.9, "p": 0.86903, "creators": 524 }, "verdict": "creator-level" }, "engagement": { "likes": { "pct": 1.8, "lo": -0.9, "hi": 4.6, "p": 0.20361, "creators": 463 }, "comments": { "pct": 2.6, "lo": -3.3, "hi": 8.8, "p": 0.39634, "creators": 463 }, "shares": { "pct": -1.1, "lo": -6.7, "hi": 4.8, "p": 0.7006, "creators": 433 }, "saves": { "pct": 1.6, "lo": -3.1, "hi": 6.6, "p": 0.50115, "creators": 433 } }, "breakout_odds": { "rare": { "p": 0.2839, "hi": 1.053, "lo": 0.837, "or": 0.939, "n_posts": 3829, "n_creators": 413 }, "common": { "p": 0.3674, "hi": 1.17, "lo": 0.943, "or": 1.051, "n_posts": 3829, "n_creators": 541 } }, "stress_tests": { "Without typed-on captions": { "pct": -12.4, "lo": -20, "hi": -4, "p": 0.00455, "creators": 412 }, "TikTok only": { "pct": -14.5, "lo": -21.8, "hi": -6.5, "p": 0.00056, "creators": 433 } }, "leave_one_niche_out": { "pct_range": [ -11, -16.4 ], "niches": 10 }, "definition": "A post's caption setup (headline, words on screen, word highlight) is \"rare in its niche\" when fewer than 5% of the other creators in that niche use it, and \"common\" when 15% or more do. The creator's own posts are left out of the count." }, "more": { "timing": { "first_frame_share": 83.1, "headline_first_frame_share": 76.7, "first_frame": { "pct": 14.4, "lo": 4.8, "hi": 24.9, "creators": 434, "p": 0.00264, "previous_post": 6.4, "verdict": "likely causal" }, "within_1s": { "pct": -12.1, "lo": -19.8, "hi": -3.6, "creators": 418, "p": 0.00613, "previous_post": -5.2, "verdict": "likely causal" }, "breakout_odds_first_frame": { "p": 0.0031, "hi": 1.53, "lo": 1.09, "or": 1.291, "n_posts": 3605, "n_creators": 909 }, "late_saves": { "pct": -19.3, "lo": -30.4, "hi": -6.4, "creators": 94, "p": 0.0046, "previous_post": 1.1, "verdict": "likely causal" } }, "placement": { "zones": [ { "zone": "lower middle", "share": 52 }, { "zone": "middle", "share": 23.1 }, { "zone": "top third", "share": 15.6 }, { "zone": "bottom strip (app UI)", "share": 9.3 } ], "under_buttons": 4, "over_face": 3.5, "headline_under_tabs": 2.6, "top_third_shares": { "pct": -11.2, "lo": -16.8, "hi": -5.2, "creators": 311, "p": 0.00039, "previous_post": 2.5, "verdict": "likely causal" }, "bottom_strip_views": { "pct": -2.1, "lo": -14.3, "hi": 11.9, "creators": 213, "p": 0.7561, "previous_post": -8.9, "verdict": "no effect" } }, "pace": { "median_words_per_second_one_word": 2.88, "fast": { "pct": -10.1, "lo": -16.6, "hi": -3.1, "creators": 526, "p": 0.00557, "previous_post": -0.8, "verdict": "likely causal" }, "slow": { "pct": 3.1, "lo": -4.6, "hi": 11.3, "creators": 566, "p": 0.44598, "previous_post": 0.2, "verdict": "creator-level" } }, "tools": { "made_with": [ { "tool": "CapCut auto-captions", "share": 73.3 }, { "tool": "Custom design", "share": 18.6 }, { "tool": "TikTok in-app text", "share": 7.5 }, { "tool": "Submagic / \"Hormozi\" style", "share": 0.5 } ], "shadow": 45.2, "outline": 48.3, "one_line": 66.9, "two_lines": 26.1, "emojis": 2.8, "white_text": 93.4, "headline_hook_only": 50, "note": "None of these (tool, shadow, outline, lines, size, colour, how long the headline stays) changed results when creators are compared with themselves." }, "size": { "rows": [ { "test": "Captions + headline → saves", "tiers": { "Under 10k followers": { "pct": 15.2, "lo": 2.5, "hi": 29.5, "creators": 114 }, "10k–100k": { "pct": 12.2, "lo": 4.6, "hi": 20.3, "creators": 231 }, "100k–1M": { "pct": 9.6, "lo": 0.3, "hi": 19.7, "creators": 143 }, "1M+": { "pct": 13.5, "lo": -1, "hi": 30, "creators": 40 } }, "tiers_differ_p": 0.9207 }, { "test": "No text on screen → saves", "tiers": { "Under 10k followers": { "pct": -27.4, "lo": -39.4, "hi": -13.1, "creators": 59 }, "10k–100k": { "pct": -10.5, "lo": -19.8, "hi": 0, "creators": 108 }, "100k–1M": { "pct": 3.8, "lo": -12.2, "hi": 22.8, "creators": 67 }, "1M+": null }, "tiers_differ_p": 0.017 }, { "test": "Setup rare in the niche → views", "tiers": { "Under 10k followers": { "pct": -25.3, "lo": -39, "hi": -8.5, "creators": 94 }, "10k–100k": { "pct": -11.4, "lo": -22.1, "hi": 0.7, "creators": 203 }, "100k–1M": { "pct": -9.8, "lo": -23.5, "hi": 6.4, "creators": 137 }, "1M+": null }, "tiers_differ_p": 0.3039 }, { "test": "Typed-on captions → views", "tiers": { "Under 10k followers": { "pct": -9, "lo": -34.3, "hi": 26, "creators": 51 }, "10k–100k": { "pct": -13.3, "lo": -30.3, "hi": 8, "creators": 88 }, "100k–1M": { "pct": -33, "lo": -52.9, "hi": -4.8, "creators": 32 }, "1M+": null }, "tiers_differ_p": 0.3902 } ], "creators": { "Under 10k followers": 208, "10k–100k": 448, "100k–1M": 306, "1M+": 64 } }, "consistency": { "creators": 760, "groups": { "mixed": 25, "one look": 33.9, "mostly one": 41.1 }, "reach": { "p": 0.0019, "hi_pct": 74.8, "lo_pct": 13.5, "creators": 258, "diff_pct": 40.9, "mixed_creators": 189 }, "momentum": { "p": 0.258, "hi_pct": 10.4, "lo_pct": -30.9, "creators": 138, "diff_pct": -12.7, "mixed_creators": 105 }, "growth": null } }, "preregistered": { "claims": [ { "claim": "Text on screen from the first frame gets more views", "page": "captions", "expected": "higher", "now_pct": 14.4, "lo": 4.8, "hi": 24.9, "replicated": null }, { "claim": "Captions plus a headline on screen get more saves per view", "page": "captions", "expected": "higher", "now_pct": 12.4, "lo": 7.2, "hi": 17.8, "replicated": null }, { "claim": "Captions typed on word by word get fewer views", "page": "captions", "expected": "lower", "now_pct": -18.4, "lo": -30.3, "hi": -4.5, "replicated": null }, { "claim": "A caption setup that is rare in the creator's niche gets fewer views", "page": "captions", "expected": "lower", "now_pct": -14.2, "lo": -21.4, "hi": -6.4, "replicated": null } ], "registered_at": "2026-11-07", "sha256": "c4b3a1411f993f5d45693ceec15bd6b1c099a186a7adf837ea9602992a204d31", "rule": "Each claim is re-tested on posts collected at the next quarterly refresh, leaving out every post used here, with the same code. Same creator, same controls (type of video, hook, production, setting, post age, length). A claim replicates when the new estimate points the expected way with p < 0.05. Every claim is reported, whether it replicates or not.", "replication": false }, "related": { "title": "What makes a hook actually work?", "url": "https://www.yapanddone.com/studies/hooks/" }, "index": { "edition": "Q4 2026", "collected": "2026-11-06", "compared_with": "posts from the same niches 6–12 months earlier", "next_edition": "Q1 2027", "rows": [ { "id": "headline_on_screen", "label": "Hook headline on screen", "share": 75.9, "change_points": 7.4 }, { "id": "headline_only", "label": "Headline only, no captions", "share": 23.2, "change_points": 0.7 }, { "id": "no_text", "label": "No text on screen", "share": 8.2, "change_points": -2.8 }, { "id": "one_word", "label": "One word at a time (of captioned)", "share": 20.4, "change_points": 6.9 }, { "id": "all_caps", "label": "ALL CAPS captions", "share": 35.5, "change_points": 0.4 }, { "id": "word_marked", "label": "Spoken word highlighted (karaoke)", "share": 21.5, "change_points": -2.4 }, { "id": "typed_on", "label": "Typed-on captions", "share": 10, "change_points": -7.5 }, { "id": "heavy_font", "label": "Heavy or tall fonts", "share": 43.1, "change_points": -2.3 }, { "id": "capcut", "label": "CapCut auto-caption look", "share": 73.3, "change_points": -1.8 }, { "id": "text_first_frame", "label": "Text on screen from the first frame", "share": 83.1, "change_points": null } ] }, "key_findings": [ { "headline": "Words on screen get saved more", "text": "When the same creator put captions and a headline on a video, it got 12% more saves per view (range +7% to +18%) than their videos without. Their videos with no text got 12% fewer saves. This held after accounting for the type of video, and the creator's previous post showed no such pattern." }, { "headline": "No single caption look wins", "text": "Font, letter case, colours, highlighting the spoken word, one word or three at a time: none changed views, likes, comments, shares, saves or breakouts when creators are compared with themselves. The comparisons were precise enough to rule out effects bigger than about 15% on likes, shares and saves, about 17% on comments, and about 25% on views." }, { "headline": "But looking out of place in your niche costs views", "text": "Every niche has its usual caption setups. When a creator used one that fewer than 5% of their niche uses, that video got 14% fewer views (range -21% to -6%) than their own videos with a usual setup. The creator's previous post showed no such dip, and it held on TikTok alone, without typed-on captions, and with any one niche left out. The out-of-place setups were mostly ordinary styles that just aren't used in that niche." }, { "headline": "The first frame needs words", "text": "83% of creators already have text up from the very first frame. When the same creator did, the video got +14% views; when text came in even half a second later, -12%." }, { "headline": "Don't type captions on word by word", "text": "Typed-on captions went with 18% fewer views and 11% fewer shares per view for the same creator; captions that simply appear went with 20% more views. Strong evidence, but short of proof after correcting for many tests." }, { "headline": "Big differences between creators mostly weren't the captions", "text": "At first one-word captions looked like +46% saves. Comparing like with like, it shrank to +12%, and to +4% within the same creator: the kind of creator and video using it, not the caption." }, { "headline": "No caption style is a shortcut to going viral", "text": "No style made a video measurably more likely to break out (reach at least 3x the creator's usual views)." }, { "headline": "76% of creators put a hook headline on screen", "text": "The single most common setup (23% of creators) is a short headline with no captions. Only 8% use no text. Most captioners (78%) don't highlight the spoken word." }, { "headline": "One word at a time is rising; typed-on captions are falling", "text": "Compared with posts from 6–12 months earlier, one-word captions rose 6.9 points (now 20% of captioning creators) and words typed on one by one fell 7.5 points (now 10%)." } ], "advice": [ "Put words on screen: a hook headline plus captions is the one choice that measurably raised saves.", "Have text on screen from the very first frame.", "Let captions appear whole. Skip the typing-on effect.", "Start from a caption setup that's common in your niche (see \"By niche\" below); one that looks out of place there cost views.", "Within that, pick the font, colours and highlight you like. They made no measurable difference, so brand and readability can decide.", "Spend the time you save on the words: what the headline promises and how you open moved results far more (see the hooks study).", "One-word captions are the fastest-rising look if you want to feel current; just don't expect them to change your numbers." ], "causal": { "sample": { "posts": 11525, "creators": 1026, "with_content_labels": 11525 }, "rows": [ { "style": "Captions plus a headline", "metric": "saves", "note": "Words on screen get saved more, even comparing a creator only with their own videos.", "raw": { "pct": 25.7, "lo": 12, "hi": 41.1 }, "same_content": { "pct": 13.7, "lo": 5.6, "hi": 22.3 }, "same_creator": { "pct": 12.4, "lo": 7.2, "hi": 17.8, "creators": 528 }, "previous_post": { "pct": 1.4, "p": 0.62646 }, "hidden_factor_needed": { "ci": 1.35, "point": 1.5 }, "verdict": "likely causal" }, { "style": "No text on screen", "metric": "saves", "note": "The flip side: the same creators' videos with no words on screen get saved less.", "raw": { "pct": -38.7, "lo": -53.2, "hi": -19.6 }, "same_content": { "pct": -15.7, "lo": -30.4, "hi": 2 }, "same_creator": { "pct": -12.1, "lo": -19, "hi": -4.8, "creators": 247 }, "previous_post": { "pct": 0.6, "p": 0.8838 }, "hidden_factor_needed": { "ci": 1.28, "point": 1.54 }, "verdict": "likely causal" }, { "style": "Typed-on captions", "metric": "views", "note": "Words typing on one by one went with fewer views for the same creator.", "raw": { "pct": -34.7, "lo": -50.8, "hi": -13.3 }, "same_content": { "pct": -18.8, "lo": -35, "hi": 1.5 }, "same_creator": { "pct": -18.4, "lo": -30.3, "hi": -4.5, "creators": 184 }, "previous_post": { "pct": -7.8, "p": 0.35418 }, "hidden_factor_needed": { "ci": 1.27, "point": 1.75 }, "verdict": "probable" }, { "style": "Typed-on captions", "metric": "shares", "note": "And fewer shares per view.", "raw": { "pct": 7.3, "lo": -20.6, "hi": 45.1 }, "same_content": { "pct": 12.2, "lo": -14.6, "hi": 47.3 }, "same_creator": { "pct": -11.4, "lo": -18.6, "hi": -3.6, "creators": 175 }, "previous_post": { "pct": -3.8, "p": 0.49605 }, "hidden_factor_needed": { "ci": 1.24, "point": 1.51 }, "verdict": "probable" }, { "style": "Captions that appear whole", "metric": "views", "note": "The mirror image: plain captions that simply appear did better on views.", "raw": { "pct": 53.6, "lo": 16.7, "hi": 102.1 }, "same_content": { "pct": 24.9, "lo": 1, "hi": 54.5 }, "same_creator": { "pct": 19.6, "lo": 3.1, "hi": 38.8, "creators": 207 }, "previous_post": { "pct": 6.1, "p": 0.46789 }, "hidden_factor_needed": { "ci": 1.21, "point": 1.68 }, "verdict": "probable" }, { "style": "Headline only, no captions", "metric": "views", "note": "A small edge on views for headline-only videos.", "raw": { "pct": 33.2, "lo": 9.4, "hi": 62.2 }, "same_content": { "pct": 28.9, "lo": 11.7, "hi": 48.7 }, "same_creator": { "pct": 9.7, "lo": 0.4, "hi": 19.8, "creators": 472 }, "previous_post": { "pct": 3.3, "p": 0.49311 }, "hidden_factor_needed": { "ci": 1.07, "point": 1.42 }, "verdict": "probable" }, { "style": "One word at a time", "metric": "saves", "note": "Looked like a big boost to saves; it was the kind of creator and video using it.", "raw": { "pct": 45.9, "lo": 21.8, "hi": 74.7 }, "same_content": { "pct": 12.3, "lo": 1, "hi": 24.8 }, "same_creator": { "pct": 4.1, "lo": -2.7, "hi": 11.3, "creators": 163 }, "previous_post": { "pct": 6.6, "p": 0.21721 }, "hidden_factor_needed": { "ci": 1, "point": 1.25 }, "verdict": "no effect" }, { "style": "Box behind the spoken word", "metric": "comments", "note": "Looked like a big boost to comments; gone once creators are compared with themselves.", "raw": { "pct": 46.6, "lo": 5.7, "hi": 103.4 }, "same_content": { "pct": 23.2, "lo": -4.3, "hi": 58.6 }, "same_creator": { "pct": -1.4, "lo": -9.8, "hi": 7.7, "creators": 135 }, "previous_post": { "pct": 2.9, "p": 0.62888 }, "hidden_factor_needed": { "ci": 1, "point": 1.14 }, "verdict": "no effect" }, { "style": "Plain (unboxed) headline", "metric": "likes", "note": "The extra likes show up on the creator's previous post too, so it's timing, not the headline.", "raw": { "pct": 18.4, "lo": 8.4, "hi": 29.4 }, "same_content": { "pct": 18.5, "lo": 12.1, "hi": 25.4 }, "same_creator": { "pct": 6.9, "lo": 3.6, "hi": 10.3, "creators": 382 }, "previous_post": { "pct": 6.7, "p": 0.00236 }, "hidden_factor_needed": { "ci": 1.23, "point": 1.34 }, "verdict": "confounded" } ], "same_creator": { "saves": [ { "style": "Captions + headline", "pct": 12.4, "lo": 7.2, "hi": 17.8, "creators": 528, "verdict": "likely causal" }, { "style": "No text on screen", "pct": -12.1, "lo": -19, "hi": -4.8, "creators": 247, "verdict": "likely causal" }, { "style": "Typed-on captions", "pct": -3.9, "lo": -10.9, "hi": 3.7, "creators": 175, "verdict": "no effect" }, { "style": "One word at a time", "pct": 2.9, "lo": -4, "hi": 10.2, "creators": 195, "verdict": "no effect" }, { "style": "2–3 words at a time", "pct": 1.3, "lo": -3.9, "hi": 6.8, "creators": 362, "verdict": "no effect" }, { "style": "Colour on the spoken word", "pct": -4, "lo": -10.5, "hi": 2.9, "creators": 189, "verdict": "no effect" }, { "style": "Box on the spoken word", "pct": 5.1, "lo": -2.5, "hi": 13.3, "creators": 131, "verdict": "no effect" }, { "style": "No word highlight", "pct": 0, "lo": -6.7, "hi": 7.2, "creators": 227, "verdict": "no effect" }, { "style": "ALL CAPS", "pct": -4.2, "lo": -10.7, "hi": 2.7, "creators": 241, "verdict": "no effect" }, { "style": "all lower case", "pct": 0, "lo": -4.6, "hi": 4.9, "creators": 349, "verdict": "no effect" }, { "style": "Only key words coloured", "pct": 6.3, "lo": -1.9, "hi": 15, "creators": 156, "verdict": "no effect" }, { "style": "Heavy or tall font", "pct": 0.3, "lo": -5.6, "hi": 6.5, "creators": 331, "verdict": "no effect" }, { "style": "Box behind captions", "pct": -4.5, "lo": -13.5, "hi": 5.5, "creators": 102, "verdict": "no effect" } ], "views": [ { "style": "Captions + headline", "pct": 1.7, "lo": -6.4, "hi": 10.6, "creators": 556, "verdict": "no effect" }, { "style": "No text on screen", "pct": -4.6, "lo": -16.9, "hi": 9.5, "creators": 252, "verdict": "no effect" }, { "style": "Typed-on captions", "pct": -18.4, "lo": -30.3, "hi": -4.5, "creators": 184, "verdict": "probable" }, { "style": "One word at a time", "pct": 5.6, "lo": -6.9, "hi": 19.8, "creators": 207, "verdict": "no effect" }, { "style": "2–3 words at a time", "pct": 2.7, "lo": -6.4, "hi": 12.6, "creators": 387, "verdict": "no effect" }, { "style": "Colour on the spoken word", "pct": -0.8, "lo": -12.3, "hi": 12.1, "creators": 200, "verdict": "no effect" }, { "style": "Box on the spoken word", "pct": 2.2, "lo": -10.6, "hi": 17, "creators": 135, "verdict": "no effect" }, { "style": "No word highlight", "pct": -4.4, "lo": -16.3, "hi": 9.3, "creators": 237, "verdict": "no effect" }, { "style": "ALL CAPS", "pct": 3.4, "lo": -8.6, "hi": 16.9, "creators": 250, "verdict": "no effect" }, { "style": "all lower case", "pct": -5.4, "lo": -13.4, "hi": 3.2, "creators": 379, "verdict": "no effect" }, { "style": "Only key words coloured", "pct": -10.7, "lo": -22.5, "hi": 2.9, "creators": 166, "verdict": "no effect" }, { "style": "Heavy or tall font", "pct": -1, "lo": -10.5, "hi": 9.4, "creators": 348, "verdict": "no effect" }, { "style": "Box behind captions", "pct": -10.5, "lo": -26.3, "hi": 8.8, "creators": 109, "verdict": "no effect" } ], "likes": [ { "style": "Captions + headline", "pct": -0.9, "lo": -3.6, "hi": 1.9, "creators": 556, "verdict": "creator-level" }, { "style": "No text on screen", "pct": 2.6, "lo": -2.2, "hi": 7.7, "creators": 252, "verdict": "no effect" }, { "style": "Typed-on captions", "pct": -2.7, "lo": -7, "hi": 1.7, "creators": 184, "verdict": "no effect" }, { "style": "One word at a time", "pct": 2.9, "lo": -1, "hi": 7, "creators": 207, "verdict": "no effect" }, { "style": "2–3 words at a time", "pct": -1.3, "lo": -4.5, "hi": 1.9, "creators": 387, "verdict": "no effect" }, { "style": "Colour on the spoken word", "pct": -1.7, "lo": -5.8, "hi": 2.5, "creators": 200, "verdict": "no effect" }, { "style": "Box on the spoken word", "pct": 2.9, "lo": -1, "hi": 7, "creators": 135, "verdict": "no effect" }, { "style": "No word highlight", "pct": 0.1, "lo": -3.8, "hi": 4.3, "creators": 237, "verdict": "no effect" }, { "style": "ALL CAPS", "pct": -1, "lo": -5, "hi": 3.1, "creators": 250, "verdict": "no effect" }, { "style": "all lower case", "pct": -2, "lo": -4.6, "hi": 0.7, "creators": 379, "verdict": "no effect" }, { "style": "Only key words coloured", "pct": 3.1, "lo": -1.8, "hi": 8.2, "creators": 166, "verdict": "no effect" }, { "style": "Heavy or tall font", "pct": -1.5, "lo": -4.6, "hi": 1.8, "creators": 348, "verdict": "no effect" }, { "style": "Box behind captions", "pct": -3.8, "lo": -11.2, "hi": 4.2, "creators": 109, "verdict": "creator-level" } ], "comments": [ { "style": "Captions + headline", "pct": -4, "lo": -9.2, "hi": 1.5, "creators": 556, "verdict": "no effect" }, { "style": "No text on screen", "pct": 9.4, "lo": -0.5, "hi": 20.3, "creators": 252, "verdict": "no effect" }, { "style": "Typed-on captions", "pct": 7.6, "lo": -2.6, "hi": 18.8, "creators": 184, "verdict": "no effect" }, { "style": "One word at a time", "pct": 1.6, "lo": -8.5, "hi": 12.9, "creators": 207, "verdict": "no effect" }, { "style": "2–3 words at a time", "pct": -2.6, "lo": -8.4, "hi": 3.6, "creators": 387, "verdict": "no effect" }, { "style": "Colour on the spoken word", "pct": -5.9, "lo": -13.6, "hi": 2.6, "creators": 200, "verdict": "no effect" }, { "style": "Box on the spoken word", "pct": -1.4, "lo": -9.8, "hi": 7.7, "creators": 135, "verdict": "no effect" }, { "style": "No word highlight", "pct": 8.2, "lo": -0.1, "hi": 17.2, "creators": 237, "verdict": "no effect" }, { "style": "ALL CAPS", "pct": -5.9, "lo": -13.8, "hi": 2.7, "creators": 250, "verdict": "no effect" }, { "style": "all lower case", "pct": 5, "lo": -1.4, "hi": 11.7, "creators": 379, "verdict": "no effect" }, { "style": "Only key words coloured", "pct": 2.6, "lo": -6.7, "hi": 12.9, "creators": 166, "verdict": "no effect" }, { "style": "Heavy or tall font", "pct": -2.1, "lo": -8.9, "hi": 5.3, "creators": 348, "verdict": "no effect" }, { "style": "Box behind captions", "pct": -1.8, "lo": -13.6, "hi": 11.5, "creators": 109, "verdict": "no effect" } ], "shares": [ { "style": "Captions + headline", "pct": 6.9, "lo": 1.5, "hi": 12.6, "creators": 528, "verdict": "probable" }, { "style": "No text on screen", "pct": -5.5, "lo": -14.6, "hi": 4.6, "creators": 247, "verdict": "no effect" }, { "style": "Typed-on captions", "pct": -11.4, "lo": -18.6, "hi": -3.6, "creators": 175, "verdict": "probable" }, { "style": "One word at a time", "pct": 4.7, "lo": -4.3, "hi": 14.6, "creators": 195, "verdict": "no effect" }, { "style": "2–3 words at a time", "pct": 1.4, "lo": -4.3, "hi": 7.3, "creators": 362, "verdict": "no effect" }, { "style": "Colour on the spoken word", "pct": -0.4, "lo": -8.6, "hi": 8.5, "creators": 189, "verdict": "no effect" }, { "style": "Box on the spoken word", "pct": -2.7, "lo": -11.3, "hi": 6.7, "creators": 131, "verdict": "no effect" }, { "style": "No word highlight", "pct": 3, "lo": -4.9, "hi": 11.6, "creators": 227, "verdict": "no effect" }, { "style": "ALL CAPS", "pct": -1.8, "lo": -9.4, "hi": 6.5, "creators": 241, "verdict": "no effect" }, { "style": "all lower case", "pct": -3.6, "lo": -8.7, "hi": 1.7, "creators": 349, "verdict": "no effect" }, { "style": "Only key words coloured", "pct": -2.2, "lo": -11.8, "hi": 8.4, "creators": 156, "verdict": "no effect" }, { "style": "Heavy or tall font", "pct": 3, "lo": -3.5, "hi": 9.8, "creators": 331, "verdict": "no effect" }, { "style": "Box behind captions", "pct": -4.2, "lo": -15, "hi": 8, "creators": 102, "verdict": "no effect" } ] } }, "styles": [ { "id": "hook-only", "name": "Hook headline, no captions", "description": "A short headline sits on screen (usually at the top). The speech itself is not captioned.", "all": { "share": 23.2, "creators_using": 321, "share_of_breakouts": 25.4, "trend_points": 0.7, "trend_ci": [ -4.8, 6.3 ], "trend_clear": false, "breakout_odds": 1.112, "breakout_odds_ci": [ 0.986, 1.254 ], "p": 0.0823, "q": 0.4471, "verdict": "no clear effect" }, "tiktok": { "share": 25.4, "creators_using": 286, "share_of_breakouts": 26.8, "trend_points": 1.2, "trend_ci": [ -5, 7.4 ], "trend_clear": false, "breakout_odds": 1.108, "breakout_odds_ci": [ 0.981, 1.252 ], "p": 0.0981, "q": 0.566, "verdict": "no clear effect" }, "instagram": { "share": 13.2, "creators_using": 32, "share_of_breakouts": 18.5, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": 1.108, "breakout_odds_ci": [ 0.639, 1.921 ], "p": 0.7144, "q": 0.9515, "verdict": "no clear effect" }, "measured_among": "all talking-head videos", "examples": [ { "creator": "@sassysouthernmouf", "platform": "TikTok", "url": "https://www.tiktok.com/@sassysouthernmouf/video/7691796513437043982", "niche": "Manifestation and spirituality", "times_usual_views": 72.3, "breakout": true, "frame": "img/43820.jpg", "frame_size": [ 540, 960 ], "sequence": "img/43820-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@thesoftresetmethod", "platform": "TikTok", "url": "https://www.tiktok.com/@thesoftresetmethod/video/7692535099379682580", "niche": "Nervous system regulation", "times_usual_views": 107.3, "breakout": true, "frame": "img/76446.jpg", "frame_size": [ 540, 960 ], "sequence": "img/76446-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@tduke_", "platform": "TikTok", "url": "https://www.tiktok.com/@tduke_/video/7690728843446996237", "niche": "Manifestation and spirituality", "times_usual_views": 516.7, "breakout": true, "frame": "img/32835.jpg", "frame_size": [ 540, 960 ], "sequence": "img/32835-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "full-line", "name": "Full-line captions", "description": "A whole line or sentence of speech at a time, all words the same colour.", "all": { "share": 16.8, "creators_using": 258, "share_of_breakouts": 16.6, "trend_points": -4.3, "trend_ci": [ -9.6, 1 ], "trend_clear": false, "breakout_odds": 0.977, "breakout_odds_ci": [ 0.857, 1.114 ], "p": 0.7289, "q": 0.9254, "verdict": "no clear effect" }, "tiktok": { "share": 16.4, "creators_using": 206, "share_of_breakouts": 16.6, "trend_points": -5.9, "trend_ci": [ -11.9, 0.1 ], "trend_clear": false, "breakout_odds": 0.991, "breakout_odds_ci": [ 0.866, 1.133 ], "p": 0.8943, "q": 0.9316, "verdict": "no clear effect" }, "instagram": { "share": 20.9, "creators_using": 50, "share_of_breakouts": 23.1, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": 0.889, "breakout_odds_ci": [ 0.543, 1.455 ], "p": 0.6402, "q": 0.9515, "verdict": "no clear effect" }, "measured_among": "all talking-head videos", "examples": [ { "creator": "@ridethewav3ss", "platform": "TikTok", "url": "https://www.tiktok.com/@ridethewav3ss/video/7687999920472689942", "niche": "Manifestation and spirituality", "times_usual_views": 130.4, "breakout": true, "frame": "img/33264.jpg", "frame_size": [ 540, 960 ], "sequence": "img/33264-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@theworthywomanxo", "platform": "TikTok", "url": "https://www.tiktok.com/@theworthywomanxo/video/7688060775511985421", "niche": "Dating and relationships", "times_usual_views": 246.3, "breakout": true, "frame": "img/71007.jpg", "frame_size": [ 540, 960 ], "sequence": "img/71007-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@ask_julia", "platform": "TikTok", "url": "https://www.tiktok.com/@ask_julia/video/7689240922604702989", "niche": "Manifestation and spirituality", "times_usual_views": 116.4, "breakout": true, "frame": "img/40201.jpg", "frame_size": [ 540, 960 ], "sequence": "img/40201-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "two-three-plain", "name": "2–3 words, no highlight", "description": "Short chunks of two or three words, all the same colour.", "all": { "share": 7.9, "creators_using": 132, "share_of_breakouts": 8.2, "trend_points": 1, "trend_ci": [ -2.5, 4.4 ], "trend_clear": false, "breakout_odds": 1.008, "breakout_odds_ci": [ 0.842, 1.208 ], "p": 0.9272, "q": 0.9633, "verdict": "no clear effect" }, "tiktok": { "share": 7.5, "creators_using": 101, "share_of_breakouts": 7.6, "trend_points": 1.2, "trend_ci": [ -2.5, 5 ], "trend_clear": false, "breakout_odds": 0.974, "breakout_odds_ci": [ 0.805, 1.178 ], "p": 0.7853, "q": 0.9316, "verdict": "no clear effect" }, "instagram": { "share": 11.2, "creators_using": 30, "share_of_breakouts": 15.6, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": 1.227, "breakout_odds_ci": [ 0.735, 2.047 ], "p": 0.4338, "q": 0.9442, "verdict": "no clear effect" }, "measured_among": "all talking-head videos", "examples": [ { "creator": "@daniel_priestley", "platform": "TikTok", "url": "https://www.tiktok.com/@daniel_priestley/video/7702089441929612577", "niche": "Business and marketing", "times_usual_views": 81.1, "breakout": true, "frame": "img/108005.jpg", "frame_size": [ 540, 960 ], "sequence": "img/108005-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@tobemagnetic", "platform": "Instagram", "url": "https://www.instagram.com/p/Dctl06To8wB/", "niche": "Manifestation and spirituality", "times_usual_views": 94.5, "breakout": true, "frame": "img/34614.jpg", "frame_size": [ 540, 960 ], "sequence": "img/34614-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@themindfulbaddieclub", "platform": "TikTok", "url": "https://www.tiktok.com/@themindfulbaddieclub/video/7689449429711015190", "niche": "Manifestation and spirituality", "times_usual_views": 82.6, "breakout": true, "frame": "img/33026.jpg", "frame_size": [ 540, 960 ], "sequence": "img/33026-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "one-word", "name": "One word at a time", "description": "Each spoken word flashes up on its own, in normal case.", "all": { "share": 7, "creators_using": 107, "share_of_breakouts": 8.4, "trend_points": 2, "trend_ci": [ -1.1, 5.1 ], "trend_clear": false, "breakout_odds": 1.203, "breakout_odds_ci": [ 1, 1.447 ], "p": 0.0499, "q": 0.4436, "verdict": "no clear effect" }, "tiktok": { "share": 6.2, "creators_using": 79, "share_of_breakouts": 7.9, "trend_points": 1.3, "trend_ci": [ -2.2, 4.8 ], "trend_clear": false, "breakout_odds": 1.193, "breakout_odds_ci": [ 0.982, 1.448 ], "p": 0.0753, "q": 0.566, "verdict": "no clear effect" }, "instagram": { "share": 11.9, "creators_using": 28, "share_of_breakouts": 17.1, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": 1.324, "breakout_odds_ci": [ 0.76, 2.306 ], "p": 0.3225, "q": 0.8197, "verdict": "no clear effect" }, "measured_among": "all talking-head videos", "examples": [ { "creator": "@latinabuildingwealth", "platform": "Instagram", "url": "https://www.instagram.com/p/DdSVaiwOAIh/", "niche": "Personal finance", "times_usual_views": 63.5, "breakout": true, "frame": "img/136228.jpg", "frame_size": [ 540, 960 ], "sequence": "img/136228-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@jamieegabrielle", "platform": "TikTok", "url": "https://www.tiktok.com/@jamieegabrielle/video/7699476045346491679", "niche": "Business and marketing", "times_usual_views": 12.9, "breakout": true, "frame": "img/111786.jpg", "frame_size": [ 540, 960 ], "sequence": "img/111786-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "one-word-caps", "name": "One word at a time, ALL CAPS", "description": "Each spoken word on its own, in capitals.", "all": { "share": 5.2, "creators_using": 71, "share_of_breakouts": 5.3, "trend_points": 1.5, "trend_ci": [ -1, 4 ], "trend_clear": false, "breakout_odds": 1.037, "breakout_odds_ci": [ 0.858, 1.255 ], "p": 0.7052, "q": 0.9254, "verdict": "no clear effect" }, "tiktok": { "share": 5.5, "creators_using": 59, "share_of_breakouts": 5.5, "trend_points": 0.8, "trend_ci": [ -2.3, 3.8 ], "trend_clear": false, "breakout_odds": 1.037, "breakout_odds_ci": [ 0.853, 1.259 ], "p": 0.717, "q": 0.9316, "verdict": "no clear effect" }, "instagram": { "share": 4, "creators_using": 12, "share_of_breakouts": 8.4, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "all talking-head videos", "examples": [ { "creator": "@learn.with.promis", "platform": "TikTok", "url": "https://www.tiktok.com/@learn.with.promis/video/7691026350538296583", "niche": "Video editing with AI", "times_usual_views": 93.4, "breakout": true, "frame": "img/59260.jpg", "frame_size": [ 540, 960 ], "sequence": "img/59260-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@officialbrysoncgibbons", "platform": "TikTok", "url": "https://www.tiktok.com/@officialbrysoncgibbons/video/7690686639051476255", "niche": "Fitness and nutrition", "times_usual_views": 22.5, "breakout": true, "frame": "img/99792.jpg", "frame_size": [ 540, 960 ], "sequence": "img/99792-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@livlawlove", "platform": "TikTok", "url": "https://www.tiktok.com/@livlawlove/video/7694736139797662989", "niche": "Dating and relationships", "times_usual_views": 11.6, "breakout": true, "frame": "img/85381.jpg", "frame_size": [ 540, 960 ], "sequence": "img/85381-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "colour-highlight-caps", "name": "Karaoke colour highlight, ALL CAPS", "description": "Two or three words in capitals; the word being spoken turns a colour (yellow, blue, green, pink).", "all": { "share": 5.8, "creators_using": 88, "share_of_breakouts": 5.9, "trend_points": -0.7, "trend_ci": [ -3.7, 2.4 ], "trend_clear": false, "breakout_odds": 0.926, "breakout_odds_ci": [ 0.752, 1.141 ], "p": 0.4713, "q": 0.9254, "verdict": "no clear effect" }, "tiktok": { "share": 5.8, "creators_using": 73, "share_of_breakouts": 6, "trend_points": -0.4, "trend_ci": [ -3.8, 2.9 ], "trend_clear": false, "breakout_odds": 0.934, "breakout_odds_ci": [ 0.753, 1.159 ], "p": 0.5348, "q": 0.9316, "verdict": "no clear effect" }, "instagram": { "share": 5.3, "creators_using": 13, "share_of_breakouts": 1, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "all talking-head videos", "examples": [ { "creator": "@moneymoveswithheather", "platform": "TikTok", "url": "https://www.tiktok.com/@moneymoveswithheather/video/7700825717449264398", "niche": "Personal finance", "times_usual_views": 441.9, "breakout": true, "frame": "img/122210.jpg", "frame_size": [ 540, 960 ], "sequence": "img/122210-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@ngozicadmus", "platform": "TikTok", "url": "https://www.tiktok.com/@ngozicadmus/video/7685127484005780758", "niche": "Career advice", "times_usual_views": 47.4, "breakout": true, "frame": "img/115452.jpg", "frame_size": [ 540, 960 ], "sequence": "img/115452-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@lifechange347", "platform": "TikTok", "url": "https://www.tiktok.com/@lifechange347/video/7698353508210199821", "niche": "Dating and relationships", "times_usual_views": 67.2, "breakout": true, "frame": "img/95947.jpg", "frame_size": [ 540, 960 ], "sequence": "img/95947-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "box-highlight-caps", "name": "Karaoke box highlight, ALL CAPS", "description": "Two or three words in capitals; a coloured box sits behind the word being spoken.", "all": { "share": 3.6, "creators_using": 64, "share_of_breakouts": 4.9, "trend_points": -1.6, "trend_ci": [ -4.4, 1.3 ], "trend_clear": false, "breakout_odds": 1.171, "breakout_odds_ci": [ 0.935, 1.468 ], "p": 0.1692, "q": 0.6446, "verdict": "no clear effect" }, "tiktok": { "share": 3.8, "creators_using": 56, "share_of_breakouts": 4.8, "trend_points": -0.7, "trend_ci": [ -3.7, 2.3 ], "trend_clear": false, "breakout_odds": 1.129, "breakout_odds_ci": [ 0.898, 1.42 ], "p": 0.3002, "q": 0.9316, "verdict": "no clear effect" }, "instagram": { "share": 3.4, "creators_using": 8, "share_of_breakouts": 0, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "all talking-head videos", "examples": [ { "creator": "@theespiritualcoach", "platform": "TikTok", "url": "https://www.tiktok.com/@theespiritualcoach/video/7686557325720603935", "niche": "Manifestation and spirituality", "times_usual_views": 157.9, "breakout": true, "frame": "img/45249.jpg", "frame_size": [ 540, 960 ], "sequence": "img/45249-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@stevenintercontinental", "platform": "TikTok", "url": "https://www.tiktok.com/@stevenintercontinental/video/7692469005013044500", "niche": "Nervous system regulation", "times_usual_views": 153.9, "breakout": true, "frame": "img/69769.jpg", "frame_size": [ 540, 960 ], "sequence": "img/69769-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@drjdbarton", "platform": "TikTok", "url": "https://www.tiktok.com/@drjdbarton/video/7699205241010441485", "niche": "Manifestation and spirituality", "times_usual_views": 51.9, "breakout": true, "frame": "img/79887.jpg", "frame_size": [ 540, 960 ], "sequence": "img/79887-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "no-text", "name": "No text on screen", "description": "Nothing written in the video at all (viewers may still turn on the app's own captions).", "all": { "share": 8.2, "creators_using": 107, "share_of_breakouts": 6.5, "trend_points": -2.8, "trend_ci": [ -6.6, 1 ], "trend_clear": false, "breakout_odds": 0.809, "breakout_odds_ci": [ 0.631, 1.036 ], "p": 0.0933, "q": 0.4471, "verdict": "no clear effect" }, "tiktok": { "share": 8.3, "creators_using": 91, "share_of_breakouts": 6.7, "trend_points": -2.4, "trend_ci": [ -6.5, 1.7 ], "trend_clear": false, "breakout_odds": 0.802, "breakout_odds_ci": [ 0.618, 1.04 ], "p": 0.0963, "q": 0.566, "verdict": "no clear effect" }, "instagram": { "share": 4.9, "creators_using": 12, "share_of_breakouts": 0.7, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "all talking-head videos", "examples": [] }, { "id": "typed-on", "name": "Typed-on captions", "description": "Words are added one by one as they are spoken, so the line builds up like typing.", "all": { "share": 10, "creators_using": 109, "share_of_breakouts": 7.3, "trend_points": -7.5, "trend_ci": [ -13.1, -1.8 ], "trend_clear": true, "breakout_odds": 0.73, "breakout_odds_ci": [ 0.574, 0.928 ], "p": 0.0101, "q": 0.274, "verdict": "suggestive worse" }, "tiktok": { "share": 10.6, "creators_using": 91, "share_of_breakouts": 7.8, "trend_points": -7.8, "trend_ci": [ -14, -1.6 ], "trend_clear": true, "breakout_odds": 0.776, "breakout_odds_ci": [ 0.604, 0.997 ], "p": 0.0477, "q": 0.5304, "verdict": "suggestive worse" }, "instagram": { "share": 8, "creators_using": 17, "share_of_breakouts": 5.7, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "videos with captions", "examples": [ { "creator": "@theintrovertedrecruiter", "platform": "TikTok", "url": "https://www.tiktok.com/@theintrovertedrecruiter/video/7698735236980493590", "niche": "Career advice", "times_usual_views": 140.2, "breakout": true, "frame": "img/107723.jpg", "frame_size": [ 540, 960 ], "sequence": "img/107723-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@realnatberman2", "platform": "TikTok", "url": "https://www.tiktok.com/@realnatberman2/video/7701348632993271070", "niche": "Career advice", "times_usual_views": 1410.3, "breakout": true, "frame": "img/114028.jpg", "frame_size": [ 540, 960 ], "sequence": "img/114028-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "keywords-coloured", "name": "Only key words coloured", "description": "Most words plain; a few chosen words get a colour or size, not every word in turn.", "all": { "share": 9.6, "creators_using": 93, "share_of_breakouts": 6.1, "trend_points": 2.9, "trend_ci": [ -1.3, 7.1 ], "trend_clear": false, "breakout_odds": 0.673, "breakout_odds_ci": [ 0.478, 0.945 ], "p": 0.0224, "q": 0.284, "verdict": "suggestive worse" }, "tiktok": { "share": 9.3, "creators_using": 71, "share_of_breakouts": 6.3, "trend_points": 2.5, "trend_ci": [ -2, 6.9 ], "trend_clear": false, "breakout_odds": 0.695, "breakout_odds_ci": [ 0.485, 0.997 ], "p": 0.0483, "q": 0.5304, "verdict": "suggestive worse" }, "instagram": { "share": 9.1, "creators_using": 21, "share_of_breakouts": 9.2, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "videos with captions", "examples": [ { "creator": "@ayub_ace", "platform": "TikTok", "url": "https://www.tiktok.com/@ayub_ace/video/7693902749817261344", "niche": "Fitness and nutrition", "times_usual_views": 11.5, "breakout": true, "frame": "img/99704.jpg", "frame_size": [ 540, 960 ], "sequence": "img/99704-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@daviefogartyco", "platform": "TikTok", "url": "https://www.tiktok.com/@daviefogartyco/video/7699647910123752722", "niche": "Business and marketing", "times_usual_views": 34.2, "breakout": true, "frame": "img/107778.jpg", "frame_size": [ 540, 960 ], "sequence": "img/107778-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "condensed-pink", "name": "Tall bold font with pink highlight", "description": "A tall, narrow font (like Anton or Bebas) with a pink box or colour on the spoken word: the CapCut pink-box look.", "all": { "share": 3.7, "creators_using": 46, "share_of_breakouts": 5.3, "trend_points": -0.8, "trend_ci": [ -3.9, 2.4 ], "trend_clear": false, "breakout_odds": 1.363, "breakout_odds_ci": [ 1.033, 1.798 ], "p": 0.0284, "q": 0.284, "verdict": "suggestive" }, "tiktok": { "share": 3.9, "creators_using": 41, "share_of_breakouts": 5.2, "trend_points": -0.9, "trend_ci": [ -4.4, 2.7 ], "trend_clear": false, "breakout_odds": 1.335, "breakout_odds_ci": [ 1.003, 1.776 ], "p": 0.0478, "q": 0.5304, "verdict": "suggestive" }, "instagram": { "share": 3.5, "creators_using": 5, "share_of_breakouts": 0, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "videos with captions", "examples": [ { "creator": "@ashleahoess", "platform": "TikTok", "url": "https://www.tiktok.com/@ashleahoess/video/7694420580077948173", "niche": "Dating and relationships", "times_usual_views": 21.2, "breakout": true, "frame": "img/71290.jpg", "frame_size": [ 540, 960 ], "sequence": "img/71290-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@thehelpfullender", "platform": "TikTok", "url": "https://www.tiktok.com/@thehelpfullender/video/7686861489453452575", "niche": "Real estate", "times_usual_views": 42.8, "breakout": true, "frame": "img/83726.jpg", "frame_size": [ 540, 960 ], "sequence": "img/83726-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@lesliemlyon", "platform": "Instagram", "url": "https://www.instagram.com/p/Dc3e6hKCd1x/", "niche": "Business and marketing", "times_usual_views": 79.1, "breakout": true, "frame": "img/135774.jpg", "frame_size": [ 540, 960 ], "sequence": "img/135774-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "blue-highlight", "name": "Blue highlight", "description": "The spoken or key word is marked in blue.", "all": { "share": 4.3, "creators_using": 41, "share_of_breakouts": 3.6, "trend_points": 1.5, "trend_ci": [ -0.8, 3.7 ], "trend_clear": false, "breakout_odds": 0.733, "breakout_odds_ci": [ 0.556, 0.967 ], "p": 0.0279, "q": 0.284, "verdict": "suggestive worse" }, "tiktok": { "share": 4.5, "creators_using": 36, "share_of_breakouts": 4, "trend_points": 1.9, "trend_ci": [ -0.6, 4.4 ], "trend_clear": false, "breakout_odds": 0.756, "breakout_odds_ci": [ 0.574, 0.995 ], "p": 0.0462, "q": 0.5304, "verdict": "suggestive worse" }, "instagram": { "share": 2, "creators_using": 4, "share_of_breakouts": 0, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "videos with captions", "examples": [ { "creator": "@miketurnrealtygreenville", "platform": "TikTok", "url": "https://www.tiktok.com/@miketurnrealtygreenville/video/7696184746480602398", "niche": "Real estate", "times_usual_views": 10.8, "breakout": true, "frame": "img/84179.jpg", "frame_size": [ 540, 960 ], "sequence": "img/84179-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@moneymoveswithheather", "platform": "TikTok", "url": "https://www.tiktok.com/@moneymoveswithheather/video/7700825717449264398", "niche": "Personal finance", "times_usual_views": 441.9, "breakout": true, "frame": "img/122210.jpg", "frame_size": [ 540, 960 ], "sequence": "img/122210-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] }, { "id": "serif", "name": "Serif captions", "description": "White captions in a serif typeface, often editorial or italic.", "all": { "share": 5.4, "creators_using": 61, "share_of_breakouts": 5.3, "trend_points": 1.9, "trend_ci": [ -1.2, 4.9 ], "trend_clear": false, "breakout_odds": 1.077, "breakout_odds_ci": [ 0.808, 1.436 ], "p": 0.6115, "q": 0.9254, "verdict": "no clear effect" }, "tiktok": { "share": 4.8, "creators_using": 45, "share_of_breakouts": 4.5, "trend_points": 1.3, "trend_ci": [ -1.9, 4.6 ], "trend_clear": false, "breakout_odds": 1.114, "breakout_odds_ci": [ 0.815, 1.523 ], "p": 0.4977, "q": 0.9316, "verdict": "no clear effect" }, "instagram": { "share": 6.3, "creators_using": 14, "share_of_breakouts": 4.1, "trend_points": null, "trend_ci": null, "trend_clear": null, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test" }, "measured_among": "videos with captions", "examples": [ { "creator": "@healthwithholland", "platform": "TikTok", "url": "https://www.tiktok.com/@healthwithholland/video/7696924797497806102", "niche": "Nervous system regulation", "times_usual_views": 132.5, "breakout": true, "frame": "img/94303.jpg", "frame_size": [ 540, 960 ], "sequence": "img/94303-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" }, { "creator": "@sharransrivatsaa", "platform": "Instagram", "url": "https://www.instagram.com/p/DcZXpUVSZDa/", "niche": "Business and marketing", "times_usual_views": 113.1, "breakout": true, "frame": "img/135630.jpg", "frame_size": [ 540, 960 ], "sequence": "img/135630-seq.jpg", "sequence_note": "Four moments half a second apart, cropped to the caption" } ] } ], "dimensions": [ { "id": "text_treatment", "title": "Text on screen", "creators": 974, "rows": [ { "value": "Captions and a headline", "share": 52.7, "creators_using": 623, "share_of_breakouts": 52.7, "trend_points": 6.7, "trend_ci": [ 0.1, 13.3 ], "trend_clear": true, "breakout_odds": 0.99, "breakout_odds_ci": [ 0.892, 1.1 ], "p": 0.8544, "q": 0.9463, "verdict": "no clear effect", "tiktok_share": 51.3, "instagram_share": 61.7 }, { "value": "Headline only", "share": 23.2, "creators_using": 321, "share_of_breakouts": 25.4, "trend_points": 0.7, "trend_ci": [ -4.8, 6.3 ], "trend_clear": false, "breakout_odds": 1.112, "breakout_odds_ci": [ 0.986, 1.254 ], "p": 0.0823, "q": 0.4471, "verdict": "no clear effect", "tiktok_share": 25.4, "instagram_share": 13.2 }, { "value": "Captions only", "share": 15.9, "creators_using": 242, "share_of_breakouts": 15.5, "trend_points": -4.7, "trend_ci": [ -9.9, 0.6 ], "trend_clear": false, "breakout_odds": 0.952, "breakout_odds_ci": [ 0.815, 1.113 ], "p": 0.5376, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 15, "instagram_share": 20.3 }, { "value": "No text", "share": 8.2, "creators_using": 107, "share_of_breakouts": 6.5, "trend_points": -2.8, "trend_ci": [ -6.6, 1 ], "trend_clear": false, "breakout_odds": 0.809, "breakout_odds_ci": [ 0.631, 1.036 ], "p": 0.0933, "q": 0.4471, "verdict": "no clear effect", "tiktok_share": 8.3, "instagram_share": 4.9 } ], "differs_by_niche_p": 1.0e-5, "differs_by_platform_p": 0.00139 }, { "id": "caption_unit", "title": "Words on screen at once", "creators": 734, "rows": [ { "value": "2–3 words", "share": 40.9, "creators_using": 349, "share_of_breakouts": 43, "trend_points": -0.1, "trend_ci": [ -7.6, 7.5 ], "trend_clear": false, "breakout_odds": 1.05, "breakout_odds_ci": [ 0.928, 1.188 ], "p": 0.4349, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 40.5, "instagram_share": 39.2 }, { "value": "A full line", "share": 38.7, "creators_using": 369, "share_of_breakouts": 34.9, "trend_points": -6.8, "trend_ci": [ -14.5, 1 ], "trend_clear": false, "breakout_odds": 0.89, "breakout_odds_ci": [ 0.78, 1.016 ], "p": 0.0839, "q": 0.4471, "verdict": "no clear effect", "tiktok_share": 38.8, "instagram_share": 40.1 }, { "value": "One word", "share": 20.4, "creators_using": 187, "share_of_breakouts": 22.1, "trend_points": 6.9, "trend_ci": [ 1.1, 12.6 ], "trend_clear": true, "breakout_odds": 1.094, "breakout_odds_ci": [ 0.942, 1.271 ], "p": 0.2403, "q": 0.7425, "verdict": "no clear effect", "tiktok_share": 20.7, "instagram_share": 20.7 } ], "differs_by_niche_p": 0.00855, "differs_by_platform_p": 0.95312 }, { "id": "active_word", "title": "How the spoken word is marked", "creators": 734, "rows": [ { "value": "Not marked", "share": 78.5, "creators_using": 625, "share_of_breakouts": 77.7, "trend_points": 2.4, "trend_ci": [ -4, 8.8 ], "trend_clear": false, "breakout_odds": 1.016, "breakout_odds_ci": [ 0.881, 1.172 ], "p": 0.8237, "q": 0.9463, "verdict": "no clear effect", "tiktok_share": 77.8, "instagram_share": 83.4 }, { "value": "Changes colour", "share": 12.8, "creators_using": 134, "share_of_breakouts": 12.9, "trend_points": -1.7, "trend_ci": [ -6.9, 3.5 ], "trend_clear": false, "breakout_odds": 0.923, "breakout_odds_ci": [ 0.76, 1.122 ], "p": 0.4211, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 13, "instagram_share": 10.5 }, { "value": "Box behind it", "share": 7.7, "creators_using": 84, "share_of_breakouts": 8.6, "trend_points": 0.2, "trend_ci": [ -3.8, 4.3 ], "trend_clear": false, "breakout_odds": 1.101, "breakout_odds_ci": [ 0.888, 1.365 ], "p": 0.3804, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 8, "instagram_share": 6.1 }, { "value": "Colour and bigger", "share": 0.6, "creators_using": 8, "share_of_breakouts": 0.6, "trend_points": -1.2, "trend_ci": [ -3, 0.6 ], "trend_clear": false, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test", "tiktok_share": 0.8, "instagram_share": 0 } ], "differs_by_niche_p": 0.09377, "differs_by_platform_p": 0.36504 }, { "id": "caption_motion", "title": "How captions appear", "creators": 733, "rows": [ { "value": "Appear whole", "share": 89.3, "creators_using": 689, "share_of_breakouts": 92.1, "trend_points": 7.3, "trend_ci": [ 1.6, 13.1 ], "trend_clear": true, "breakout_odds": 1.352, "breakout_odds_ci": [ 1.072, 1.705 ], "p": 0.0108, "q": 0.274, "verdict": "suggestive", "tiktok_share": 88.7, "instagram_share": 92 }, { "value": "Typed on word by word", "share": 10, "creators_using": 109, "share_of_breakouts": 7.3, "trend_points": -7.5, "trend_ci": [ -13.1, -1.8 ], "trend_clear": true, "breakout_odds": 0.73, "breakout_odds_ci": [ 0.574, 0.928 ], "p": 0.0101, "q": 0.274, "verdict": "suggestive worse", "tiktok_share": 10.6, "instagram_share": 8 }, { "value": "Pop in", "share": 0.6, "creators_using": 8, "share_of_breakouts": 0.5, "trend_points": 0.6, "trend_ci": [ 0, 1.3 ], "trend_clear": true, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test", "tiktok_share": 0.7, "instagram_share": 0 } ], "differs_by_niche_p": 0.8966, "differs_by_platform_p": 0.37938 }, { "id": "casing", "title": "Letter case", "creators": 734, "rows": [ { "value": "Sentence case", "share": 37.8, "creators_using": 368, "share_of_breakouts": 35.4, "trend_points": -0.5, "trend_ci": [ -8.1, 7.1 ], "trend_clear": false, "breakout_odds": 0.987, "breakout_odds_ci": [ 0.861, 1.131 ], "p": 0.8467, "q": 0.9463, "verdict": "no clear effect", "tiktok_share": 36.1, "instagram_share": 44.2 }, { "value": "ALL CAPS", "share": 35.5, "creators_using": 291, "share_of_breakouts": 37.7, "trend_points": 0.4, "trend_ci": [ -6.8, 7.7 ], "trend_clear": false, "breakout_odds": 1.046, "breakout_odds_ci": [ 0.931, 1.174 ], "p": 0.4499, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 37.2, "instagram_share": 27.9 }, { "value": "all lower case", "share": 26.7, "creators_using": 283, "share_of_breakouts": 26.9, "trend_points": 0.1, "trend_ci": [ -7, 7.1 ], "trend_clear": false, "breakout_odds": 0.964, "breakout_odds_ci": [ 0.825, 1.127 ], "p": 0.6472, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 26.8, "instagram_share": 27.9 } ], "differs_by_niche_p": 0.00118, "differs_by_platform_p": 0.09461 }, { "id": "font_class", "title": "Font family", "creators": 734, "rows": [ { "value": "Clean sans (Inter, Helvetica, TikTok)", "share": 45.1, "creators_using": 417, "share_of_breakouts": 44.3, "trend_points": 0.8, "trend_ci": [ -7, 8.6 ], "trend_clear": false, "breakout_odds": 1.001, "breakout_odds_ci": [ 0.886, 1.131 ], "p": 0.9843, "q": 0.9843, "verdict": "no clear effect", "tiktok_share": 44.4, "instagram_share": 49.7 }, { "value": "Heavy or tall sans (Montserrat, Anton)", "share": 43.1, "creators_using": 360, "share_of_breakouts": 44.8, "trend_points": -2.3, "trend_ci": [ -10, 5.3 ], "trend_clear": false, "breakout_odds": 1.018, "breakout_odds_ci": [ 0.902, 1.15 ], "p": 0.7678, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 44.8, "instagram_share": 35.3 }, { "value": "Decorative (serif, rounded, script)", "share": 11.7, "creators_using": 138, "share_of_breakouts": 10.9, "trend_points": 1.3, "trend_ci": [ -3.6, 6.2 ], "trend_clear": false, "breakout_odds": 0.961, "breakout_odds_ci": [ 0.776, 1.19 ], "p": 0.7128, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 10.6, "instagram_share": 15 } ], "differs_by_niche_p": 5.0e-5, "differs_by_platform_p": 0.15916 }, { "id": "highlight_color", "title": "Highlight colour", "creators": 734, "rows": [ { "value": "No highlight", "share": 69.9, "creators_using": 588, "share_of_breakouts": 72.6, "trend_points": -1, "trend_ci": [ -8, 5.9 ], "trend_clear": false, "breakout_odds": 1.128, "breakout_odds_ci": [ 0.983, 1.294 ], "p": 0.0863, "q": 0.4471, "verdict": "no clear effect", "tiktok_share": 69.7, "instagram_share": 74.4 }, { "value": "Yellow", "share": 8.6, "creators_using": 85, "share_of_breakouts": 8, "trend_points": -0.8, "trend_ci": [ -5.4, 3.7 ], "trend_clear": false, "breakout_odds": 0.936, "breakout_odds_ci": [ 0.733, 1.196 ], "p": 0.5986, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 8.3, "instagram_share": 10.2 }, { "value": "Pink", "share": 5.7, "creators_using": 69, "share_of_breakouts": 7.4, "trend_points": -2.8, "trend_ci": [ -6.9, 1.4 ], "trend_clear": false, "breakout_odds": 1.227, "breakout_odds_ci": [ 0.965, 1.56 ], "p": 0.095, "q": 0.4471, "verdict": "no clear effect", "tiktok_share": 5.8, "instagram_share": 6.5 }, { "value": "Red", "share": 4.5, "creators_using": 57, "share_of_breakouts": 3.6, "trend_points": 0.1, "trend_ci": [ -3.1, 3.4 ], "trend_clear": false, "breakout_odds": 0.778, "breakout_odds_ci": [ 0.546, 1.11 ], "p": 0.1662, "q": 0.6446, "verdict": "no clear effect", "tiktok_share": 5, "instagram_share": 2.5 }, { "value": "Blue", "share": 4.3, "creators_using": 41, "share_of_breakouts": 3.6, "trend_points": 1.5, "trend_ci": [ -0.8, 3.7 ], "trend_clear": false, "breakout_odds": 0.733, "breakout_odds_ci": [ 0.556, 0.967 ], "p": 0.0279, "q": 0.284, "verdict": "suggestive worse", "tiktok_share": 4.5, "instagram_share": 2 }, { "value": "Green", "share": 3.4, "creators_using": 28, "share_of_breakouts": 1.8, "trend_points": 2.5, "trend_ci": [ 0.7, 4.2 ], "trend_clear": true, "breakout_odds": 0.683, "breakout_odds_ci": [ 0.384, 1.215 ], "p": 0.1945, "q": 0.6765, "verdict": "no clear effect", "tiktok_share": 3.2, "instagram_share": 1.9 }, { "value": "Other", "share": 1.4, "creators_using": 18, "share_of_breakouts": 1.3, "trend_points": 0.8, "trend_ci": [ -0.6, 2.2 ], "trend_clear": false, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test", "tiktok_share": 1.3, "instagram_share": 2.2 }, { "value": "Purple", "share": 1.3, "creators_using": 10, "share_of_breakouts": 0.7, "trend_points": 0.4, "trend_ci": [ -1, 1.8 ], "trend_clear": false, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test", "tiktok_share": 1.3, "instagram_share": 0 }, { "value": "Orange", "share": 0.6, "creators_using": 7, "share_of_breakouts": 0.7, "trend_points": 0.3, "trend_ci": [ -0.4, 1 ], "trend_clear": false, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test", "tiktok_share": 0.7, "instagram_share": 0 } ], "differs_by_niche_p": 0.01284, "differs_by_platform_p": 0.53072 }, { "id": "caption_position", "title": "Caption position", "creators": 734, "rows": [ { "value": "lower middle", "share": 75.2, "creators_using": 630, "share_of_breakouts": 76.6, "trend_points": 3, "trend_ci": [ -3.9, 9.8 ], "trend_clear": false, "breakout_odds": 0.982, "breakout_odds_ci": [ 0.829, 1.162 ], "p": 0.8285, "q": 0.9463, "verdict": "no clear effect", "tiktok_share": 76.1, "instagram_share": 77.5 }, { "value": "Centre", "share": 8.7, "creators_using": 83, "share_of_breakouts": 8.2, "trend_points": -6.2, "trend_ci": [ -11.4, -1 ], "trend_clear": true, "breakout_odds": 1.047, "breakout_odds_ci": [ 0.823, 1.331 ], "p": 0.711, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 8.4, "instagram_share": 6.4 }, { "value": "bottom", "share": 7.3, "creators_using": 88, "share_of_breakouts": 6.7, "trend_points": 1.2, "trend_ci": [ -2.6, 5 ], "trend_clear": false, "breakout_odds": 0.919, "breakout_odds_ci": [ 0.692, 1.219 ], "p": 0.5575, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 6.9, "instagram_share": 6.7 }, { "value": "upper middle", "share": 6.6, "creators_using": 74, "share_of_breakouts": 6.2, "trend_points": 2.3, "trend_ci": [ -1, 5.6 ], "trend_clear": false, "breakout_odds": 1.076, "breakout_odds_ci": [ 0.786, 1.473 ], "p": 0.6493, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 6.4, "instagram_share": 7.1 }, { "value": "top", "share": 2.2, "creators_using": 25, "share_of_breakouts": 2.4, "trend_points": -0.3, "trend_ci": [ -2.8, 2.2 ], "trend_clear": false, "breakout_odds": 1.1, "breakout_odds_ci": [ 0.601, 2.015 ], "p": 0.7564, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 2.2, "instagram_share": 2.3 } ], "differs_by_niche_p": 0.06289, "differs_by_platform_p": 0.94829 }, { "id": "caption_background", "title": "Box behind the caption", "creators": 734, "rows": [ { "value": "No box", "share": 92, "creators_using": 706, "share_of_breakouts": 91.8, "trend_points": -4.4, "trend_ci": [ -8, -0.9 ], "trend_clear": true, "breakout_odds": 1.044, "breakout_odds_ci": [ 0.797, 1.368 ], "p": 0.7534, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 92.7, "instagram_share": 91.3 }, { "value": "Box behind each line", "share": 6.7, "creators_using": 62, "share_of_breakouts": 6.8, "trend_points": 2.8, "trend_ci": [ -0.6, 6.2 ], "trend_clear": false, "breakout_odds": 1.018, "breakout_odds_ci": [ 0.764, 1.356 ], "p": 0.9051, "q": 0.9527, "verdict": "no clear effect", "tiktok_share": 5.8, "instagram_share": 8.7 }, { "value": "Box behind each word", "share": 1.3, "creators_using": 13, "share_of_breakouts": 1.4, "trend_points": 1.6, "trend_ci": [ 0.6, 2.6 ], "trend_clear": true, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test", "tiktok_share": 1.5, "instagram_share": 0 } ], "differs_by_niche_p": 0.00324, "differs_by_platform_p": 0.16339 }, { "id": "title_style", "title": "Headline style", "creators": 844, "rows": [ { "value": "Plain or outlined text", "share": 52.1, "creators_using": 528, "share_of_breakouts": 52.2, "trend_points": 3.2, "trend_ci": [ -4.4, 10.8 ], "trend_clear": false, "breakout_odds": 0.961, "breakout_odds_ci": [ 0.848, 1.088 ], "p": 0.5266, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 51.5, "instagram_share": 56.8 }, { "value": "In a box (like TikTok's text sticker)", "share": 47.9, "creators_using": 435, "share_of_breakouts": 47.8, "trend_points": -3.2, "trend_ci": [ -10.8, 4.4 ], "trend_clear": false, "breakout_odds": 1.041, "breakout_odds_ci": [ 0.919, 1.179 ], "p": 0.5266, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 48.5, "instagram_share": 43.2 } ], "differs_by_niche_p": 0, "differs_by_platform_p": 0.26417 }, { "id": "tool_guess", "title": "Looks made with", "creators": 734, "rows": [ { "value": "CapCut auto-captions", "share": 73.3, "creators_using": 636, "share_of_breakouts": 76.1, "trend_points": -1.8, "trend_ci": [ -8.7, 5.1 ], "trend_clear": false, "breakout_odds": 1.011, "breakout_odds_ci": [ 0.863, 1.185 ], "p": 0.8927, "q": 0.9522, "verdict": "no clear effect", "tiktok_share": 74.3, "instagram_share": 72.8 }, { "value": "Custom design", "share": 18.6, "creators_using": 175, "share_of_breakouts": 15.2, "trend_points": 1.4, "trend_ci": [ -4.6, 7.3 ], "trend_clear": false, "breakout_odds": 0.96, "breakout_odds_ci": [ 0.783, 1.176 ], "p": 0.6919, "q": 0.9254, "verdict": "no clear effect", "tiktok_share": 17, "instagram_share": 21.3 }, { "value": "TikTok in-app text", "share": 7.5, "creators_using": 108, "share_of_breakouts": 7.9, "trend_points": 0.6, "trend_ci": [ -3.6, 4.8 ], "trend_clear": false, "breakout_odds": 1.005, "breakout_odds_ci": [ 0.792, 1.276 ], "p": 0.9642, "q": 0.9764, "verdict": "no clear effect", "tiktok_share": 8, "instagram_share": 5.6 }, { "value": "Submagic / \"Hormozi\" style", "share": 0.5, "creators_using": 8, "share_of_breakouts": 0.8, "trend_points": -0.1, "trend_ci": [ -1.3, 1.2 ], "trend_clear": false, "breakout_odds": null, "breakout_odds_ci": null, "p": null, "q": null, "verdict": "too few creators to test", "tiktok_share": 0.6, "instagram_share": 0 } ], "differs_by_niche_p": 0, "differs_by_platform_p": 0.51956 } ], "niches": [ { "niche": "Skincare and beauty", "creators": 140, "top_styles": [ { "style": "No text on screen", "share": 10.1 }, { "style": "One word at a time", "share": 6.1 }, { "style": "2–3 words, no highlight", "share": 9.3 }, { "style": "Full-line captions", "share": 19.2 } ], "headline_on_screen": 76.6, "headline_only": 39.2 }, { "niche": "Fitness and nutrition", "creators": 110, "top_styles": [ { "style": "No text on screen", "share": 11.7 }, { "style": "One word at a time", "share": 5.8 }, { "style": "2–3 words, no highlight", "share": 4.6 }, { "style": "Full-line captions", "share": 15.9 } ], "headline_on_screen": 67.7, "headline_only": 29.1 }, { "niche": "Career advice", "creators": 81, "top_styles": [ { "style": "No text on screen", "share": 2.9 }, { "style": "One word at a time", "share": 4.1 }, { "style": "2–3 words, no highlight", "share": 7.8 }, { "style": "Full-line captions", "share": 13.8 } ], "headline_on_screen": 85.4, "headline_only": 26.8 }, { "niche": "Dating and relationships", "creators": 111, "top_styles": [ { "style": "No text on screen", "share": 2 }, { "style": "One word at a time", "share": 9.2 }, { "style": "2–3 words, no highlight", "share": 5.1 }, { "style": "Full-line captions", "share": 25.5 } ], "headline_on_screen": 78.1, "headline_only": 25.4 }, { "niche": "Manifestation and spirituality", "creators": 113, "top_styles": [ { "style": "No text on screen", "share": 6.9 }, { "style": "One word at a time", "share": 6.9 }, { "style": "2–3 words, no highlight", "share": 11.2 }, { "style": "Full-line captions", "share": 24 } ], "headline_on_screen": 82.2, "headline_only": 24.8 }, { "niche": "Personal finance", "creators": 135, "top_styles": [ { "style": "No text on screen", "share": 6.2 }, { "style": "One word at a time", "share": 14.9 }, { "style": "2–3 words, no highlight", "share": 11.4 }, { "style": "Full-line captions", "share": 10.7 } ], "headline_on_screen": 81, "headline_only": 22.5 }, { "niche": "Real estate", "creators": 54, "top_styles": [ { "style": "No text on screen", "share": 17.9 }, { "style": "One word at a time", "share": 2.5 }, { "style": "2–3 words, no highlight", "share": 5.6 }, { "style": "Full-line captions", "share": 10.8 } ], "headline_on_screen": 70.1, "headline_only": 20.7 }, { "niche": "Nervous system regulation", "creators": 111, "top_styles": [ { "style": "No text on screen", "share": 3.9 }, { "style": "One word at a time", "share": 11 }, { "style": "2–3 words, no highlight", "share": 5.3 }, { "style": "Full-line captions", "share": 25.2 } ], "headline_on_screen": 80.5, "headline_only": 17.9 }, { "niche": "Business and marketing", "creators": 81, "top_styles": [ { "style": "No text on screen", "share": 5.8 }, { "style": "One word at a time", "share": 7.8 }, { "style": "2–3 words, no highlight", "share": 13.4 }, { "style": "Full-line captions", "share": 13.6 } ], "headline_on_screen": 72.6, "headline_only": 14.8 }, { "niche": "Video editing with AI", "creators": 38, "top_styles": [ { "style": "No text on screen", "share": 14.9 }, { "style": "One word at a time", "share": 1.3 }, { "style": "2–3 words, no highlight", "share": 5.3 }, { "style": "Full-line captions", "share": 9.2 } ], "headline_on_screen": 64.5, "headline_only": 11 } ], "platforms": { "summary": "Instagram creators more often pair captions with a headline (62% vs 52% on TikTok) and less often use a headline alone (13% vs 25%). Caption details (words on screen, highlight, font, case) did not differ significantly between the platforms. The Instagram sample is smaller (161 creators, about 120 breakouts), so its numbers are less certain.", "text_treatment": [ { "value": "Captions and a headline", "tiktok": 51.3, "instagram": 61.7 }, { "value": "Headline only", "tiktok": 25.4, "instagram": 13.2 }, { "value": "Captions only", "tiktok": 15, "instagram": 20.3 }, { "value": "No text", "tiktok": 8.3, "instagram": 4.9 } ], "differs_p": 0.00139 }, "quality": [ { "field": "Captions present or not", "agreement_with_independent_raters": 97.9, "self_consistency": 100 }, { "field": "How the spoken word is marked", "agreement_with_independent_raters": 93.8, "self_consistency": 97.2 }, { "field": "How captions appear", "agreement_with_independent_raters": 91.7, "self_consistency": 99.5 }, { "field": "Highlight colour", "agreement_with_independent_raters": 89.6, "self_consistency": 96.2 }, { "field": "Letter case", "agreement_with_independent_raters": 85.4, "self_consistency": 98.6 }, { "field": "Words on screen", "agreement_with_independent_raters": 89.7, "self_consistency": 96.2 }, { "field": "Font family", "agreement_with_independent_raters": 60.4, "self_consistency": 94.8 }, { "field": "Headline present", "agreement_with_independent_raters": 93.8, "self_consistency": 99.1 } ], "method": [ "Creators: in each niche we found English-language creators through keyword and creator search, then had a language model screen every account for being genuinely in the niche (score 60 of 100 or more) with at least 2,500 followers. Instagram creators were found through search and by checking the same handles TikTok creators use.", "Videos: we collected each creator's latest posts and kept videos 8–180 seconds long, posted 7–60 days before collection (7 days so views had settled; 90 days on Instagram, where creators post less). Paid or boosted posts were excluded.", "Breakouts: a breakout is a post with at least 3x the views of the creator's typical post, measured against the median of their roughly 20 nearest posts in time. The comparison group is a random sample of the same creators' posts, not filtered on performance. At most three posts per creator in each group.", "Talking head: Apple Vision face detection kept videos where a face fills the frame in at least half the sampled frames; the labelling model then confirmed a person speaking to camera carries the video (including split-screen and picture-in-picture).", "Labelling: from each video we took the first 8 seconds at 6 frames per second plus one frame at 60% of its length, picked the 2-second stretch with the most caption activity, and showed Gemini 3.8 Flash three images: four moments across the video, a 12-frame burst stamped with times, and one full-resolution frame. It answered a fixed codebook of 24 questions.", "Words on screen: checked against the raters, the first pass called full-line captions \"2–3 words\" too often. Every \"2–3 words\" label was re-checked with one narrower question (how many words the caption shows at once, headline excluded); 745 of 4,200 moved to a full line. Agreement with the raters on captioned videos rose from 80% to 90%.", "Quality checks: 48 videos were labelled independently by separate raters (agreement shown below); 211 were labelled twice to check consistency; every label was cross-checked against on-device text recognition. Fields with less than 85% agreement are reported in coarser groups.", "Cause or coincidence: 11,525 random posts from 1,026 creators (about 11 each) were also labelled for what the video is: its type (teaching, list, story, opinion…), hook, production, setting, b-roll and framing. Each result was checked three ways: between creators with all of that held fixed; within each creator, comparing their posts with a style against their own posts without it; and on the creator's previous post, which a caption cannot affect (a pattern there means timing or circumstance, not the caption). We also report how strong a hidden factor would need to be to explain a result away (the E-value).", "Timing, placement and pace: from the on-device text recognition of the first 8 seconds (6 frames a second). Text that stays on screen 1.5 seconds either side is the headline; the rest is captions. App UI zones: the bottom 20% and the right-hand button column (x > 85%, 40–80% down) on TikTok and Instagram, and the top 9% for the tabs. Talking pace counts each caption word once, when it first appears, and is compared within each caption size.", "Consistency: each creator's share of random posts using their most common caption setup, compared between creators with niche, platform, follower count and posts sampled held fixed. Follower counts at collection are stored so follower growth can be measured at the next edition.", "Statistics: \"used by\" is the share of creators using a style in the random sample, each creator counted once and each niche weighted equally. Breakout odds come from a logistic regression of breakout vs comparison posts with controls for niche, platform, follower count, post age and video length, and standard errors clustered by creator. With about a hundred styles tested, we apply a Benjamini–Hochberg false discovery correction (10%): \"proven\" requires passing it; \"suggestive\" clears the 95% interval but not the correction. Trends compare the same niches against posts from 6–12 months earlier." ], "limitations": [ "This is observational data, not an experiment. Comparing creators with themselves and holding the type of video fixed removes most of the obvious explanations, but a factor we did not measure could still play a part.", "Only text burned into the video is measured. TikTok and Instagram can also show their own captions, which do not appear in the video file.", "Labels come from still frames, so fast animation details can be missed; font identification is the least reliable field (77% agreement in three groups).", "Talking pace is read from the captions, so it covers captioned videos only and is noisy; consistency is compared between creators, not within them, so it is a correlation.", "Instagram coverage is thinner than TikTok, and creators were found through search, so very small accounts are under-represented.", "Results describe English-language talking-head videos in these 10 niches in late 2026; styles change, and we plan to refresh the study." ], "faq": [ { "q": "What is the best caption style for TikTok?", "a": "The look barely matters. Font, case, colours and word highlighting made no measurable difference to views, engagement or breakouts. What did matter: having words on screen (captions plus a headline: +12% saves for the same creator) and letting captions appear whole rather than typing them on (typed-on: -18% views)." }, { "q": "Do word-by-word highlighted (karaoke) captions get more views?", "a": "No. Comparing creators with themselves, colouring or boxing the spoken word made no measurable difference to views, likes, comments, shares or saves. About 21% of creators who caption use it." }, { "q": "Are one-word captions better?", "a": "They are the fastest-rising look (up 6.9 points in a year, now 20% of captioning creators), but no better: within the same creator they changed saves by +4% (-3% to +11%), within the range of no effect." }, { "q": "Do I need captions at all?", "a": "Put some words on screen. Videos with captions plus a headline got +12% saves compared with the same creator's other videos; videos with no text got -12%. A headline alone is the most common setup (23% of creators) and did fine on views." }, { "q": "How do you know it's the captions and not the content?", "a": "We labelled what every video is (teaching, list, story, opinion and so on, plus hook and production), compared each creator only with their own posts, and checked that the same pattern doesn't show up on the creator's previous post. Results that failed any of these are reported as not caused by the caption." }, { "q": "Does the best caption style depend on my niche?", "a": "Yes, in one way. No style performs better in one niche than another, but each niche has its usual setups, and a setup that fewer than 5% of creators in your niche use went with 14% fewer views for the same creator. Use a setup that's common in your niche; the font and colours are up to you." }, { "q": "When should text appear on screen?", "a": "From the very first frame. That went with +14% views for the same creator; text that arrived within the first second, but not at once, went with -12%." }, { "q": "Do the results apply to small accounts?", "a": "Yes, and more strongly. Words on screen raised saves at every account size. Videos with no text lost the most for accounts under 10,000 followers, and a setup that looks out of place in the niche cost small accounts the most views." }, { "q": "Which caption app do creators use?", "a": "By the look of it, 73% of captioning creators use CapCut's auto-captions, 19% a custom design and 8% TikTok's in-app text. The tool made no difference to results." }, { "q": "Should I keep one caption style?", "a": "Creators who kept one look got +41% views per follower, but their views weren't growing faster than their own past views, so it looks like the kind of creator rather than the consistency itself. We are measuring follower growth next." }, { "q": "Is TikTok different from Instagram?", "a": "Instagram creators pair captions with a headline more often (62% vs 52%); the caption details themselves did not differ significantly." }, { "q": "How was this measured?", "a": "Frames from 17,597 recent videos were screened; 13,046 talking-head videos from 1,132 creators were labelled by Gemini 3.8 Flash against a fixed codebook, checked against independent raters and on-device text recognition, and compared between breakout and ordinary posts and within each creator's own videos." } ], "images": { "hero": { "src": "img/hero.jpg", "width": 1800, "height": 644, "alt": "Real frames from videos in the study: Hook headline, no captions (Used by 23% of creators); Full-line captions (Used by 17% of creators); 2–3 words, no highlight (Used by 8% of creators); One word at a time, ALL CAPS (Used by 5% of creators); Karaoke colour highlight, ALL CAPS (Used by 6% of creators); Karaoke box highlight, ALL CAPS (Used by 4% of creators)." }, "og": { "src": "og.jpg", "square": "og-square.jpg", "alt": "Which caption styles actually work? +12% saves when words are on screen. The caption look itself made no difference." }, "panel": { "eyebrow": "YAP & DONE STUDY · NOVEMBER 2026", "facts": [ "13,046 videos", "1,132 creators", "10 niches · TikTok and Instagram" ], "stat": "+12%", "caption": "saves when words are on screen. The caption look itself made no difference.", "frames": [ { "src": "img/panel-0.jpg", "width": 420, "height": 746 }, { "src": "img/panel-1.jpg", "width": 420, "height": 746 }, { "src": "img/panel-2.jpg", "width": 420, "height": 746 } ] }, "cards": [ { "id": "words-on-screen", "headline": "Videos with captions and a hook headline on screen", "stat": "12%", "unit": "more saves", "feed": "share/words-on-screen-feed.png", "story": "share/words-on-screen-story.png", "alt": "Videos with captions and a hook headline on screen: 12% more saves than the same creator's videos without them. Videos with no words on screen at all got 12% fewer saves. Yap & Done study of 13,046 talking-head videos, 2026." }, { "id": "niche-fit", "headline": "Using a caption style that's rare in your niche", "stat": "14%", "unit": "fewer views", "feed": "share/niche-fit-feed.png", "story": "share/niche-fit-story.png", "alt": "Using a caption style that's rare in your niche: 14% fewer views than the same creator's videos in a style common in their niche. No style was bad in itself; looking out of place was. Keep your font and colours, and match the caption setup your niche uses. Yap & Done study of 13,046 talking-head videos, 2026." }, { "id": "first-frame", "headline": "Text on screen from the very first frame", "stat": "14%", "unit": "more views", "feed": "share/first-frame-feed.png", "story": "share/first-frame-story.png", "alt": "Text on screen from the very first frame: 14% more views than the same creator's videos where the text came in later. Text that arrived even half a second in went with 12% fewer views. 83% of creators already open with text. Yap & Done study of 13,046 talking-head videos, 2026." }, { "id": "typed-on", "headline": "Captions that type on word by word", "stat": "18%", "unit": "fewer views", "feed": "share/typed-on-feed.png", "story": "share/typed-on-story.png", "alt": "Captions that type on word by word: 18% fewer views than the same creator's other captioned videos. They also got 11% fewer shares per view. Captions that simply appear did better. Yap & Done study of 13,046 talking-head videos, 2026." }, { "id": "look", "headline": "Caption font, colours and word highlighting", "stat": "0", "unit": "measurable effect", "feed": "share/look-feed.png", "story": "share/look-story.png", "alt": "Caption font, colours and word highlighting: 0 measurable effect on views, likes, comments, shares or saves. Compared within each creator's own videos, no caption look changed results. Pick what fits your brand. Yap & Done study of 13,046 talking-head videos, 2026." } ], "charts": [ { "id": "same-creator-saves", "title": "Caption choices and saves, comparing each creator with themselves", "src": "charts/same-creator-saves.png", "alt": "Caption choices and saves, comparing each creator with themselves. Each row: a creator's videos with the choice against their own videos without it, with the 95% range. Shaded band: ±10%. TikTok only; Instagram doesn't report saves." }, { "id": "same-creator-views", "title": "Caption choices and views, comparing each creator with themselves", "src": "charts/same-creator-views.png", "alt": "Caption choices and views, comparing each creator with themselves. Each row: a creator's videos with the choice against their own videos without it, with the 95% range. Shaded band: ±10%." }, { "id": "caption-index", "title": "The Caption Index, Q4 2026", "src": "charts/caption-index.png", "alt": "The Caption Index, Q4 2026. Share of talking-head creators doing each thing, all niches weighted equally, and the change compared with posts from the same niches 6–12 months earlier." } ] } }