Measured Updated dailyMarkdown copy
Flash the finished drink before the build
A viral food and nutrition format on TikTok and Instagram
Open on 1-5 seconds of the finished, garnished drink (a pour, shake or stir), then cut back to the empty glass and build it.
14
accounts it worked for
18x
median, times their usual
#2
of 103 in food and nutrition
Editing trick
Video, Talking head
Why it works
The payoff is on screen in second one, so viewers know what they're waiting for. Many of these posts beat the same account's plainer recipe posts.
Hook formula[Flavor] [drink name] (open on the finished pour, then the empty glass)
How to make it
- 1Film the best shot of the finished drink (final pour, shake or stir)
- 2Put it first, for anywhere from under 1 to about 5 seconds
- 3Cut to the empty glass and build step by step
Examples
Best first, one per account. Each links to the original post.
- @ginairasanabria
4K followers, TikTok
“brown sugar vanilla iced latte”
159x their usual views, video, drinks and coffee
- @sipsbyeric
237K followers, TikTok
“1 Oz Black Vodka”
45x their usual views, video, drinks and coffee
- @laceyglasley
110K followers, TikTok
“Salted Honey Vanilla Shaken Espresso 🤎☕️🫶🏼, no coffee syrups needed”
38x their usual views, video, drinks and coffee
- @theenchantedbean
12K followers, TikTok
“LET'S MAKE A VANILLA BROWN SUGAR LATTE”
143x their usual views, video, drinks and coffee
- @damaris.co_
93K followers, TikTok
“Vanilla Maple Banana Matcha Latte”
23x their usual views, video, drinks and coffee
- @yellowbellykelly
117K followers, TikTok
“Apple Cider New York Sour”
22x their usual views, video, drinks and coffee
- @juicewithqueency
129K followers, TikTok
“Fruity Hibiscus Juice🌺🍍🍊🍎”
18x their usual views, video, drinks and coffee
- @kmaeleee
305K followers, TikTok
“trying the new Nespresso Blueberry Cheesecake pod 🫐🎂”
17x their usual views, talking head, drinks and coffee
- @thefeedfeed.cocktails
129K followers, Instagram
“Spicy margs, but make them spooky”
15x their usual views, video, drinks and coffee
- @jayrosayy
8K followers, TikTok
“Next on our Fall series: Apple Cider French 75”
12x their usual views, talking head, drinks and coffee
- @kyleebeninati
38K followers, TikTok
“MAKE MY LATTE WITH ME!”
10x their usual views, video, drinks and coffee
- @cocktails
2.6M followers, TikTok
“Dracula's Daiquiri”
11x their usual views, video, drinks and coffee
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Get the MCPMore food and nutrition formats
- Show the finished bite before any prep
51 accounts, median 14x their usual
- Withhold the dish name until the end
11 accounts, median 26x their usual
- Exact calories and protein on screen in second one
11 accounts, median 20x 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.