LearnKata is an AI study platform that turns uploaded lecture notes into structured, gamified study plans, think Duolingo but for your own course material.
Ryan Loh and Alfred Ben, both Year 4 students at NUS, started it after noticing that most AI tools handed students answers without helping them actually learn. The platform now has over 40K users.
Almost all of their 9.8M views come from one Instagram account, @learnkata, which has hit 3 videos over 1M views.
The one worth focusing on is the ChatGPT hook.
“POV: you figured out why everyone’s deleting chatgpt” reached 3M views, 19.6K shares, and 27.6K saves on March 23.
The creator opens with a shocked reaction in selfie mode, then cuts to her laptop screen for a step-by-step tutorial of the app. “POV” frames it as a personal discovery, and “everyone’s deleting ChatGPT” creates the sense that there is a shift the viewer has somehow missed.
The other two viral videos follow the same shocked-reaction-into-tutorial structure but appear to have been partially boosted.
“This 16 year old kid from MIT says he uses WHAT to study??” hit 2M views with only around 400 shares and 500 saves, and “3 years of uni and I just found THIS NOW” reached 1.2M views with similarly low engagement relative to its view count.
The ChatGPT video earned its reach. The others bought most of it.
The hook has since moved to a second account posting in Chinese, which hit 630K views with 5.6K shares and 5.7K saves on May 29.
The comment section is almost entirely in English. Viewers who could not even read the hook still engaged at the same rate as the ones who could, just from watching the reaction and the tutorial play out.
That says everything about why the hook works. Every student already uses ChatGPT, and the second you tell them everyone is deleting it, they need to know what they are missing. The reaction does the rest.