Measured Updated dailyMarkdown copy
Odd household item doing the baking job
A viral food and nutrition format on TikTok and Instagram
Open on an unusual everyday tool in action (foil, scissors, string, a Ziploc or a jar) that makes a step easier or the result look better.
9
accounts it worked for
11x
median, times their usual
#11
of 103 in food and nutrition
Angle
Video, Voiceover
Why it works
The unexpected tool is an instant visual hook, and viewers stay to see what it produces. It is also easy to copy.
Hook formula[Everyday item] + [baking step], you'll want to see what it makes
How to make it
- 1Show the odd tool in the first second
- 2Let the step play out without explanation
- 3Reveal the result it makes possible
Examples
Best first, one per account. Each links to the original post.
- @wiltoncakes
3M followers, Instagram
“Everything is cuter...we mean spookier...in mini! Whip up tiny versions of our spooky, scary...”
292x their usual likes, video, baking
- @makingwithmadison
25K followers, Instagram
“pumpkin patch brownies 🎃”
30x their usual views, video, baking
- @itskaileeskitchen
73K followers, TikTok
“This easy dessert is a crowd pleaser!🤩”
19x their usual views, video, baking
- @nikittalouise
337K followers, Instagram
“30 days of winter warmers 🍂 episode 14 🍁”
10x their usual views, voiceover, easy recipes
- @lorijeansourdough
39K followers, TikTok
“The ultimate Lori’s loaf. 🤩 One of my favorite sourdough scoring...”
16x their usual views, video, baking
- @kizactivelife
812K followers, TikTok
“easy 3 ingredient dessert”
11x their usual views, video, drinks and coffee
- @wholesomebysarah
1.2M followers, Instagram
“this easy”
6.6x their usual views, voiceover, easy recipes
- @carla.bushey
682K followers, Instagram
“Antipasto Tree”
7.0x their usual views, voiceover, easy recipes
- @mkrzanowicz
5K followers, TikTok
“There’s nothing a salted honey vanilla shaken espresso can’t fix”
7.2x their usual views, video, baking
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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
- 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
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.