Measured Updated dailyMarkdown copy
Open on a tactile texture pull
A viral food and nutrition format on TikTok and Instagram
Start with a close-up of tearing, pulling or squishing the finished food before any steps.
11
accounts it worked for
11x
median, times their usual
#9
of 103 in food and nutrition
Editing trick
Video, Voiceover, Talking head
Why it works
The texture shows the payoff in the first second and looks appetizing.
Hook formula[Dish], open on the pull/tear shot, then the recipe
How to make it
- 1Film the cheese pull, bread tear or crumb pull of the finished dish
- 2Use it as the first 1-2 seconds
- 3Then start the recipe steps
Examples
Best first, one per account. Each links to the original post.
- @recipebylayla
101K followers, Instagram
“Soup Series: Episode 1 LASAGNA ALFREDO SOUP”
152x their usual views, video, easy recipes
- @loveandlemons
733K followers, Instagram
“one pot FRENCH ONION PASTA”
22x their usual views, video, drinks and coffee
- @nourishedbynic
595K followers, TikTok
“If”
27x their usual views, voiceover, nutrition facts
- @olivianoceda
476K followers, TikTok
“if there is one thing pregnancy”
16x their usual views, voiceover, drinks and coffee
- @cookwithhali
762K followers, TikTok
“Oreo Cinnamon Rolls! (Extra Gooey & No Knead)”
11x their usual views, video, baking
- @amberrecipes
663K followers, TikTok
“Look at that creamy sauce stretch.”
14x their usual views, voiceover, easy recipes
- @zestfulkitchen
284K followers, Instagram
“This is the easiest way to make”
11x their usual views, talking head, drinks and coffee
- @whatericacraves
119K followers, Instagram
“FLUFFY & FILLED PUMPKIN BREAD FROM 85c BAKERY”
6.0x their usual views, talking head, drinks and coffee
- @chetnamakan
731K followers, Instagram
“BETWEEN the SLICES”
4.0x their usual views, talking head, easy recipes
- @pieracafolla
464K followers, TikTok
“there's almost 50g of protein”
3.0x their usual views, voiceover, nutrition facts
- @bearenger
1.5M followers, TikTok
“if you're trying to heal your gut”
3.2x their usual views, talking head, nutrition facts
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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
- 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.