Players. This has never happened before. The first time this has EVER happened in The Traitors!!

@bbc

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3 videos

Why it worked

The video leverages high-stakes emotional drama and a 'spoiler' hook to capture attention, effectively using the show's most viral moment to drive viewers to the streaming platform.

Summary

A clip from the reality television show The Traitors features a dramatic reveal where a contestant admits to being a traitor, shocking the other players. The video concludes with a call to action to watch the full series on BBC iPlayer.

Structure

1Contestants react to a shocking game event
2A player reveals they are a traitor
3The group reacts with disbelief and excitement
4

Original caption

HOW did this happen?! 🤯🤯🤯 #TheCelebrityTraitors #TheTraitors #TheTraitorsUK #ClaudiaWinkleman Host Claudia Winkleman will welcome an eclectic mix of people and personalities ranging from BAFTA and BRIT award winners through to social media stars plus some of the UK’s most cherished actors, comedians, presenters and beyond as the celebrities question who they can and can’t really trust, figure out who deserves to be banished and try to discover which of them is plotting murder under the cover of darkness.

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Product placement

BBC (a) it ACTS — it is the broadcaster and producer of the show, and its logo appears throughout; removing it would change the source of the content. iPlayer (a) it ACTS — it is the streaming platform where the show is hosted, and its logo appears as a call to action; removing it would change the destination for the viewer.

Call to action

Watch on iPLAYER

On-screen text

SPOILER WARNING Players. This has never happened before. The first time this has EVER happened in The Traitors!! Watch on iPLAYER GET IN THERE!!! RICHARD I voted for Richard. 'Cause you're the most suspicious man I've ever met in my life. Thank you for having me. I have always wanted to be a Traitor, as you know. And sometimes in life, your dreams do come true... and sometimes they don't. I am... UNFAITHFUL TRAITOR I have been... ANNIHILATED! I have managed to checkmate myself. Which, as far as I'm aware, has never been done. This is me with men all the time. I completely believed him. Why the hell would he say he was a Traitor?! Why?! What was he doing?!

Transcript

Players. This has never happened before. The first time this has EVER happened in The Traitors!! Your first try and you got one. And you got one. GET IN THERE!!! I voted for Richard. 'Cause you're the most suspicious man I've ever met in my life. Thank you for having me. And for giving me an almost bingo full house of votes. I have always wanted to be a Traitor, as you know. And sometimes in life, your dreams do come true... and sometimes they don't. I am... a... unfaithful traitor. I have been... ANNIHILATED! I have managed to checkmate myself. Which, as far as I'm aware, has never been done. This is me with men all the time. I completely believed him. Why the hell would he say he was a Traitor?! Why?! What was he doing?!