Measured Updated dailyMarkdown copy
Call viral products overhyped, then give a swap
A viral beauty format on TikTok and Instagram
Run a 'would never rebuy' or 'overhyped' list that criticises popular products, then offers or implies a better alternative.
4
accounts it worked for
10x
median, times their usual
#37
of 77 in beauty
Angle
Talking head
Why it works
The negative framing sparks curiosity and debate, and the swap gives a shopping answer. aromatic_austin, playlabbeauty and dr.nora.uk each used a de-influencing verdict.
Hook formulaThings I would never rebuy / [product] after testing it [number] days.
How to make it
- 1State the skeptical verdict in the hook
- 2Test or handle each product
- 3Pair each critique with a replacement or twist
- 4Close with the winner
Examples
Best first, one per account. Each links to the original post.
- @dr.nora.uk
227K followers, Instagram
“THINGS I WOULD NEVER REBUY”
11x their usual views, talking head, men's grooming
- @aromatic_austin
15K followers, TikTok
“RAYHAAN VANTAGE AFTER TESTING FOR 3 DAYS”
9.8x their usual views, talking head, men's grooming
- @tayokukujr
10K followers, TikTok
“you don’t actually need a razor to get a close shave”
9.2x their usual views, talking head, men's grooming
- @playlabbeauty
33K followers, Instagram
“Six Overhyped & Underhyped products”
4.1x their usual views, talking head, men's grooming
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Get the MCPMore beauty formats
- Finished look shown first, then bare-face step one
41 accounts, median 19x their usual
- Flash the finished look before step one
11 accounts, median 24x their usual
- Red ❌ wrong way, then green ✅ fix
14 accounts, median 9x their usual
- Same test, two versions, side by side
9 accounts, median 25x their usual
- Expert stitches a viral clip to correct it
10 accounts, median 9x their usual
- Wrong way on one half, right way on other
11 accounts, median 7x their usual
- Cheap pick that beats the luxury one
14 accounts, median 4x their usual
- Full lineup in frame from second one
9 accounts, median 10x their usual
- Quote the doubter, then show proof
6 accounts, median 33x their usual
- Product bottle flashed before each step
9 accounts, median 9x their usual
How this is measured
- Every post is compared with its own account's usual reach, not with other accounts. "14x their usual" means the post got 14 times the median views of that account's recent posts.
- TikTok videos and Instagram Reels are measured on views. Instagram carousels have no view count, so they are measured on likes against the account's usual likes, and say so.
- A post makes the library at 2x its account's usual or more. A format is a repeatable move (what is said or shown, or how it is edited) that several accounts used in breakout posts. It is listed here once it worked for 3 or more different accounts.
- Formats rank on how many accounts they worked for and how far above usual, damped so a fluke on one tiny account cannot outrank a format that worked for ten.