You have probably seen this content marketing trend in your feed recently.
The creator looks at the camera, shares a candid insight about their niche, and thousands of people engage because it feels honest.
This is the “What They Don’t Tell You” trend, and it is one of the most effective content formats for info product sellers, course creators, coaches, and membership owners right now.
Why The ‘What They Don’t Tell You’ Trend Matters
This format works because it triggers curiosity and builds trust simultaneously. The phrase “what they don’t tell you” implies insider knowledge.
It positions you as someone who is willing to be transparent when others are not.
According to the 2025 Sprout Social Index, authenticity and relatability are the two traits consumers value most from brands on social media.
About half of consumers said original content is what makes their favorite brands stand out.
That lines up perfectly with this marketing trend. You are not recycling a trending audio or copying a dance. You are sharing your actual perspective on a topic your audience cares about.
When you open a video titled “What They Don’t Tell You,” you signal authenticity from the very first frame.
How To Do The ‘What They Don’t Tell You’ Trend
Here is a step-by-step breakdown for creating your own “What They Don’t Tell You” video as an info product seller.
Step 1: Pick a Specific Topic Your Audience Struggles With
Do not go broad. “What they don’t tell you about online business” is too vague.
Instead, try “What they don’t tell you about pricing your first course” or “What they don’t tell you about launching a membership site with under 500 followers.”
The more specific you get, the more your ideal customer feels like you are talking directly to them.
Step 2: Write One Core Insight (Not a List)
This format works best when you share one honest, focused takeaway.
Resist the urge to pack in five points. Pick the single thing that would have saved you time, money, or frustration early on. That is your hook and your entire video.
Step 3: Film a Simple Talking-Head Video
You do not need fancy production. Record yourself looking into the camera and speaking naturally. Add the text overlay “What they don’t tell you about [your topic]” at the top of the frame.
Keep the video between 30 and 90 seconds. The raw, unpolished feel is part of what makes this format resonate.
Step 4: Lead With the Pain Point, Then Deliver the Insight
Start by naming the common assumption or struggle.
Then share what you have learned from experience. For example: “Everyone says you need a big audience to sell a course. What they don’t tell you is that your first 10 buyers usually come from conversations, not content.”
Step 5: End With a Soft Call to Action
Do not hard-sell your product. Instead, invite engagement. Ask a question like “What is something you wish someone told you earlier?” or point viewers to a free resource.
The goal is to build trust first. Sales follow naturally when people see you as the person who tells them the truth.
Step 6: Post Consistently and Repurpose Across Platforms
One “What They Don’t Tell You” video can become a TikTok, an Instagram Reel, a YouTube Short, and a LinkedIn post. Batch-film three to five of these in one sitting.
Test different topics to see which ones your audience responds to most, then double down on those.
Our Key Takeaways
The “What They Don’t Tell You” format is simple, low-production, and built on the one thing audiences want most right now: honesty.
For info product sellers, it is a natural way to demonstrate expertise without sounding like a sales pitch. Here is what to remember.
- The phrase “what they don’t tell you” triggers curiosity and positions you as a transparent voice in your niche, which is exactly what today’s audiences are looking for.
- Authenticity and relatability are the top two traits consumers value from brands on social media.
- Keep each video focused on one specific insight. Broad topics dilute the impact. Specificity is what makes viewers feel like you are speaking directly to them.
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