Measured Updated dailyMarkdown copy
Exact calories and protein on screen in second one
A viral food and nutrition format on TikTok and Instagram
Lead with the finished meal and a precise calories | grams-of-protein stamp before any cooking is shown.
11
accounts it worked for
20x
median, times their usual
#4
of 103 in food and nutrition
Angle
Voiceover, Talking head, Video
Why it works
A specific, surprising macro ratio tells the viewer what they get and makes the post worth saving. Creators on different accounts used it on bowls, jars, soups and pastry rolls.
Hook formula[X] calories | [Y]g protein [dish name]
How to make it
- 1Put '[X] cal | [Y]g protein' as the on-screen title
- 2Hold the finished dish close to the lens in the first seconds
- 3Build the recipe quickly
- 4Give full details in the caption
Examples
Best first, one per account. Each links to the original post.
- @thejosephabell
1.2M followers, TikTok
“Welcome back to STOP EATING PROTEIN BARS”
128x their usual views, voiceover, drinks and coffee
- @cjoskerrr
56K followers, TikTok
“This one is 330 calories, this one's only 190 calories.”
56x their usual views, talking head, drinks and coffee
- @olyapinsy
98K followers, TikTok
“300 kcal 28g protein healthy dinner idea”
26x their usual views, video, healthy eating
- @meghanmerrigan
144K followers, TikTok
“525 Calories | 52g Protein Per Serving”
24x their usual views, talking head, healthy eating
- @_proteinprincess
387K followers, TikTok
“350 calories | 30g protein chicken caesar pasta salad 🥬🤍”
20x their usual views, voiceover, healthy eating
- @thecleaneatingcouple
150K followers, Instagram
“27g of protein and it tastes like comfort food”
16x their usual views, video, drinks and coffee
- @whatthemags
36K followers, TikTok
“10g of fiber before 9am and it tastes like dessert”
20x their usual views, talking head, healthy eating
- @natandrus
147K followers, TikTok
“beef enchilada meal prep 53g protein & 19g fiber”
6.6x their usual views, voiceover, healthy eating
- @thecaloriedeficitqueen
678K followers, Instagram
“228 calories 35g of protein”
4.4x their usual views, voiceover, healthy eating
- @mallorythedietitian
122K followers, Instagram
“high protein lasagna skillet 390 calories, 30g protein”
3.2x their usual views, voiceover, drinks and coffee
- @slimming.gym.and.gin
242K followers, Instagram
“Slow Cooker Gammon & Red Lentil Soup 425 Calories | 47g Protein”
2.8x their usual views, video, healthy eating
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Get the MCPMore food and nutrition formats
- Show the finished bite before any prep
51 accounts, median 14x their usual
- Flash the finished drink before the build
14 accounts, median 18x their usual
- Withhold the dish name until the end
11 accounts, median 26x their usual
- One sentence: 'Did you know if you...'
11 accounts, median 17x their usual
- Bundle past single recipes into one roundup
12 accounts, median 13x their usual
- Alternate food photos with screenshot recipe cards
10 accounts, median 17x their usual
- Numbered series branded around a rule
12 accounts, median 9x their usual
- Open on a tactile texture pull
11 accounts, median 11x their usual
- Single-spot clips bundled into a numbered list
11 accounts, median 8x their usual
- Odd household item doing the baking job
9 accounts, median 11x 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.