A new short-form video trend is emerging, and online coaches can use it to grab attention on TikTok and Instagram and generate high-intent leads without feeling “salesy.”
It is called the ‘Soft Brag‘ trend.
The format starts with genuine praise for a client’s recent success, then pivots to reveal the one small but powerful shift you taught them to achieve it.
The hook is direct and compelling: “My client just hit her first $20k month – here’s the one tiny shift I showed her that no one else talks about.”
This works because it builds authority through teaching, not just showing off. It feels helpful rather than salesy, which builds trust and retains your target audience’s attention.
For coaches and course creators, this is an effective way to showcase your expertise and attract clients who are already sold on your method before they even enter your sales pipeline.
Read our step-by-step guide below on how to use this trend to generate high-intent leads directly from short-form videos on TikTok and Instagram.
By the way, here’s the viral TikTok video that sparked this trend:
How To Use The ‘Soft Brag’ Trend For Info-Product Marketing
Here is a 5-step guide to using this subtle authority play to get views and high-ticket leads:
Step 1: Find a Real, Specific Client Win
Start with a real, quantifiable result that a client has achieved. The more specific, the better.
For example, rather than “My client tripled her sales”, say something more specific like “My client tripled her sales in 30 days after we rewrote her webinar script”.
Better yet, mention industry-specific keywords like this: “This web design agency owner tripled her sales in 30 days after we rewrote her webinar script”.
Specificity ensures the algorithm serves your video to the right audience within your target niche.
Go through your client testimonials, success stories, and private messages. Find a win that directly represents the transformation you provide.
Step 2: Isolate the “One Tiny Shift”
What was the single most impactful piece of advice, framework, or mindset shift you gave your client to unlock the big result?
This is the core of the video. You are not giving away your entire system – just one valuable, memorable piece of it. This demonstrates your expertise without devaluing your paid programs.
For example, if you’re a business coach, the “tiny shift” could be a change in pricing strategy, a new way to structure the lead conversion journey, or a landing page optimization that helped your client generate more money.
Step 3: Write Your Scroll-Stopping Hook
Combine the client win and the “tiny shift” into a single, powerful hook for the first line of your video’s on-screen text.
Use the proven formula: “[Client Result] – here’s the one tiny shift I showed them that no one else talks about.”
- For example: “Stephanie made an extra $90k in 30 days with your fashion brand – here’s the one tiny shift I showed her that no one else talks about.”
This creates an immediate information gap and promises a valuable, little-known insight, which keeps people watching.
Step 4: Film a Simple, Conversational Reel
This format does not require a complex setup. A simple talking-head video explaining the shift works perfectly.
You can make it more engaging by showing a simple before/after graphic or a quick screen share of the concept you are explaining.
Keep the tone conversational and helpful, as if you are sharing a secret with a friend.
Keep the video under 30 seconds. The brevity is part of what makes it feel like a quick, valuable tip rather than a sales pitch – and it makes the viewer want more.
Step 5: Use a Keyword CTA
End your video with a specific call to action that invites viewers to start a conversation with you via direct messages (DMs).
Instead of a generic “link in bio”, use a keyword CTA.
For example: “Comment ‘SHIFT’ and I’ll DM you the exact framework I used with Stephanie” or “DM me if you want the same results.”
This generates high-intent leads directly from your content and allows you to qualify prospects in a private conversation before a sales call.
Our Key Takeaways
The ‘Soft Brag’ trend is a powerful format for demonstrating expertise and generating leads by sharing client results in a helpful, non-salesy way.
- The format starts by celebrating a specific client win, then pivots to reveal the single, high-impact shift you taught them to achieve that result.
- It works because it builds authority through teaching rather than bragging, which attracts high-intent prospects who want the same outcome for themselves.
- Use real anonymized client results, keep the video under 30 seconds, and end with a keyword-based “DM-focused” call to action to start direct conversations with qualified leads.
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