Measured Updated dailyMarkdown copy
Name the store, open on best piece
A viral fashion format on TikTok and Instagram
Put a mass-market store name in the hook and open on the most dramatic find, filmed in-store.
5
accounts it worked for
7x
median, times their usual
#22
of 59 in fashion
Angle
Talking head, Video
Why it works
Viewers know exactly where to buy it, and opening on the best piece avoids a slow intro. The store name plus 'new' adds shopping intent.
Hook formulaNew at [store] for [season]
How to make it
- 1Name the store and season or 'new' in the hook
- 2Cut straight to the standout piece within a second
- 3Show a rack-to-mirror or fitting-room try-on
Examples
Best first, one per account. Each links to the original post.
- @jenndiner
80K followers, Instagram
“New At Zara”
58x their usual views, talking head, outfit ideas
- @cowgirlgoldfish
579K followers, TikTok
“NEW Christmas pjs at Aerie 🎅🏻🎀✨🎄”
8.1x their usual views, talking head, outfit ideas
- @malintomkins
308K followers, Instagram
“New in Zara for autumn <3”
6.7x their usual views, video, outfit ideas
- @oliviaeeve
15K followers, TikTok
“Girls run to H&M for this jacket”
6.0x their usual views, talking head, outfit ideas
- @rsbrownfield
82K followers, TikTok
“100% cashmere…at Walmart?”
6.6x their usual views, talking head, thrifting and resale
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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.