Measured Updated dailyMarkdown copy
Tear or squish the finished food at the lens
A viral food and nutrition format on TikTok and Instagram
Open a recipe by pulling apart, squishing or cutting the finished food right up to the camera while stating the benefit or protein count.
3
accounts it worked for
3x
median, times their usual
#103
of 103 in food and nutrition
Editing trick
Voiceover, Talking head
Why it works
The texture close-up is satisfying and gives an instant reason to keep watching. A number or health benefit spoken over it adds save value.
Hook formulaIf you need [goal], make [dish], [X]g protein per serving
How to make it
- 1Break or squish the finished food close to the lens
- 2Say the exact protein grams or health benefit
- 3Then show the prep
Examples
Best first, one per account. Each links to the original post.
- @nourishedbynic
595K followers, TikTok
“If”
27x their usual views, voiceover, nutrition facts
- @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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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.