Measured Updated dailyMarkdown copy
Hide the restaurant name until the end
A viral food and nutrition format on TikTok and Instagram
Keep the venue name off the screen and out of the first lines, and reveal it in the last seconds, the caption or the final slide.
6
accounts it worked for
7x
median, times their usual
#42
of 103 in food and nutrition
Editing trick
Video, Talking head, Slideshow
Why it works
Viewers either keep watching or check the comments to find the name. That lifts watch time and comment volume across the video and slideshow posts here.
Hook formulaThis is the [superlative] [dish/venue] in [city]... (name revealed at the end)
How to make it
- 1Open on the food or setting with no name shown
- 2Make a strong claim or tease
- 3Reveal the name and address at the very end or in the caption
Examples
Best first, one per account. Each links to the original post.
- @talia.dianee
79K followers, TikTok
“Angel of my Dreams🍸🪽”
55x their usual views, video, restaurants and food reviews
- @jade_glam
19K followers, TikTok
“Unpopular opinion: the best nights in NYC are the ones where you don't have to change locations five times. this SoHo spot with martinis...”
41x their usual views, video, restaurants and food reviews
- @hungryinmanhattan
8K followers, TikTok
“this is without a doubt the New York restaurant that I return to most often”
7.0x their usual views, talking head, restaurants and food reviews
- @roamwithrocio
34K followers, TikTok
“my new hobby is showing you all the hidden places in new york”
7.9x their usual views, video, restaurants and food reviews
- @thecitylists
185K followers, Instagram
“rhode island's newest coffee shop”
5.0x their usual likes, slideshow, restaurants and food reviews
- @blakesmunchies
200K followers, Instagram
“These are the best lobster rolls in LA and there's no question.”
2.8x their usual views, talking head, restaurants and food reviews
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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.