Measured Updated dailyMarkdown copy
Protein and calorie count in the opening shot
A viral food and nutrition format on TikTok and Instagram
Put exact macros on screen in the first seconds, often against a store or restaurant version.
4
accounts it worked for
36x
median, times their usual
#30
of 103 in food and nutrition
Editing trick
Voiceover, Talking head, Video
Why it works
Macro-conscious viewers get the benefit before they scroll. It also gives them a number to save the recipe for.
Hook formula[X]g of protein and it tastes like [craving]
How to make it
- 1Show the finished dish or cup in frame one
- 2Overlay calories and protein
- 3Run the build, or compare against the store-bought version
Examples
Best first, one per account. Each links to the original post.
- @thejosephabell
1.2M followers, TikTok
“Welcome back to STOP EATING PROTEIN BARS”
128x their usual views, voiceover, drinks and coffee
- @cjoskerrr
56K followers, TikTok
“This one is 330 calories, this one's only 190 calories.”
56x their usual views, talking head, drinks and coffee
- @thecleaneatingcouple
150K followers, Instagram
“27g of protein and it tastes like comfort food”
16x their usual views, video, drinks and coffee
- @mallorythedietitian
122K followers, Instagram
“high protein lasagna skillet 390 calories, 30g protein”
3.2x their usual views, voiceover, 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
- 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.