Measured Updated dailyMarkdown copy
Open on a loud crunch or tear
A viral food and nutrition format on TikTok and Instagram
Start the video with audible texture of the finished food, such as a crack, crunch, scrape or paper tear, with the music muted, then go into the recipe.
11
accounts it worked for
6x
median, times their usual
#15
of 103 in food and nutrition
Editing trick
Video, Talking head
Why it works
Sound is the strongest instant proof of texture, and the raw audio makes viewers stop. Fried wraps, chocolate shells, crumbles and cookies all use it in the first 1-10 seconds.
Hook formula[Crispy food], [loud crack or crunch], then the recipe
How to make it
- 1Mute the music and mic the finished food
- 2Crack, crunch, tear or dip it in the first 1-3 seconds
- 3Keep the raw audio for a few seconds, then start the steps
Examples
Best first, one per account. Each links to the original post.
- @nea_arentzen
147K followers, Instagram
“making a blackberry fig fall pavlova with candied walnuts and pistachios! With the blackberry jam...”
71x their usual views, video, baking
- @humo.treats
7K followers, TikTok
“Crispy cheeseburger tacos”
238x their usual views, video, baking
- @iramsfoodstory
1.2M followers, TikTok
“HOW TO MAKE crispy cheeseburger sauce”
21x their usual views, video, baking
- @caked.by.chloe
36K followers, TikTok
“homemade Apple Crumble 🍏🍎”
28x their usual views, video, baking
- @ajfoodie0
3K followers, TikTok
“HIGH PRO”
24x their usual views, video, baking
- @gisellecooks_
250K followers, TikTok
“How to make Chicken Alfredo Wraps”
8.6x their usual views, video, baking
- @littlecajunhouse
610K followers, Instagram
“CRANBERRY SEASON”
7.6x their usual views, talking head, baking
- @cookwithhali
756K followers, TikTok
“Stop Making Regular Pizza… Make This Instead!”
4.5x their usual views, video, baking
- @cookwithshaaa
399K followers, Instagram
“HOW I MAKE BANANA CHOCOLATE CHIP COOKIES”
4.4x their usual views, video, baking
- @mrsvitale
439K followers, Instagram
“Oven-fried cutlets that shatter like this without standing over the stove and frying batch after batch is what dreams are made of.”
5.0x their usual views, talking head, baking
- @natashagreene
861K followers, Instagram
“Don't make peach cobbler, make this”
4.8x their usual views, talking head, healthy eating
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Get the MCPMore food and nutrition formats
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51 accounts, median 14x their usual
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14 accounts, median 18x their usual
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11 accounts, median 26x their usual
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11 accounts, median 20x their usual
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12 accounts, median 13x their usual
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10 accounts, median 17x their usual
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12 accounts, median 9x their usual
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11 accounts, median 11x their usual
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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.