The growing prominence of TikTok as a digital marketing channel has prompted marketers to refine content strategies to attain viral achievement. PT XYZ, an Indonesian customer engagement firm, employs TikTok for brand promotion; nonetheless, the content it posts has variable results. This research seeks to examine the elements of Trigger and Action under the Hook Model that enhance the virality of TikTok content. A qualitative case study methodology was used by analyzing 10 TikTok videos (five viral and five non-viral), conducted in-depth interviews, and collected content documentation from February to December 2024. The results indicate that viral content incorporates more potent triggers, such trendy sounds, dynamic visuals, and relevant emotional themes, while also eliciting more substantial user actions such as prolonged viewing time, engagement, and emotive comments. Nonviral content is devoid of these features and does not elicit interaction. Practical implications and strategic ideas are provided to enhance TikTok content using Trigger and Action patterns.