Every week, social media seems to produce another “secret” for beating the algorithm.
This week’s claim?
“These words will help you go viral on Instagram.”
The graphic lists words like shocking, insane, brutal, exposed, unknown, hidden, and jaw-dropping as if simply sprinkling them into your captions or headlines is the key to reaching more people.
Let’s deconstruct that claim.
The Claim
The implication is simple:
Use these words, and Instagram will show your content to more people.
At first glance, it sounds believable. After all, you’ve probably seen plenty of viral posts using words like these.
But that’s where correlation gets confused with causation.
What Is Actually Happening?
Words like “shocking” or “hidden” don’t have magical powers.
They work because they create curiosity.
Psychologists call this the curiosity gap—our brains naturally want to resolve incomplete information.
When someone reads:
“The hidden reason your posts aren’t growing…”
they want to know the answer.
That has nothing to do with Instagram rewarding a specific word. It has everything to do with human psychology.
Here’s the Problem
Imagine you own a local bakery.
Would this headline make sense?
“The BRUTAL truth about chocolate chip cookies.”
Or perhaps you’re an accountant.
“The INSANE tax strategy the IRS doesn’t want you to know.”
Maybe you’re a veterinarian.
“Your dog is hiding this shocking secret.”
These headlines might attract curiosity—but they also risk attracting the wrong audience or creating expectations your content can’t fulfill.
Marketing isn’t about getting everyone to click.
It’s about attracting the people who actually need what you’re offering.
The Algorithm Doesn’t Read One Word
Instagram looks at far more than a handful of keywords.
It evaluates things like:
- Whether people stop scrolling.
- How long they watch.
- Whether they save or share your post.
- Whether the content matches what viewers typically engage with.
- The words throughout your caption—not just a single “viral” term.
A compelling headline can help someone stop scrolling, but it can’t rescue weak content.
Where This Advice Falls Apart
The biggest flaw is that it ignores relevance.
If you’re discussing fraud, “exposed” may be perfectly appropriate.
If you’re debunking misinformation, “debunked” fits naturally.
If you’re writing about retirement planning, forcing words like “insane” or “jaw-dropping” into every headline can actually reduce your credibility.
Words should describe your content—not manipulate your audience into clicking.
The Verdict
Partially True.
Curiosity is a legitimate marketing principle.
Using emotionally engaging language can improve the chances that someone pauses long enough to read your post.
But the claim that these words alone will make you “go viral” oversimplifies how Instagram works.
There is no list of magic words.
There is no algorithm cheat code.
There is only relevant, valuable content presented in a way that earns attention honestly.
The best headline isn’t the one with the most dramatic adjective.
It’s the one that accurately promises value—and then delivers it.
That’s how you earn something far more valuable than a viral post.
You earn trust.
Fitz Creative Solutions 