Measured Updated dailyMarkdown copy
Tell them they're doing a staple wrong
A viral food and nutrition format on TikTok and Instagram
Open by calling out a common mistake or default way of using a food, then show your better way.
8
accounts it worked for
12x
median, times their usual
#18
of 103 in food and nutrition
Angle
Voiceover, Video, Talking head
Why it works
A contrarian opener makes viewers check their own habit. The fix lands as an immediate benefit.
Hook formulaSTOP using [ingredient] as [common use]... try this instead.
How to make it
- 1Name the exact mistake (time, temperature or use)
- 2Say 'stop doing that'
- 3Show the fix with the result
Examples
Best first, one per account. Each links to the original post.
- @ainttooproudtomeg
848K followers, Instagram
“The Best Tool for Cutting Cheese Isn't a Knife”
25x their usual views, voiceover, drinks and coffee
- @ashleyelsenpeter
7K followers, TikTok
“Tips for the best choc chip cookies”
30x their usual views, talking head, drinks and coffee
- @detoxinista
408K followers, Instagram
“STOP using spaghetti squash as a pasta substitute....”
11x their usual views, video, drinks and coffee
- @bellyfull.net
1.2M followers, TikTok
“If you're someone who usually bakes chicken breast at 350 degrees for 1 hour with a couple seasonings, stop doing that.”
12x their usual views, talking head, drinks and coffee
- @sweetfixbaker
22K followers, Instagram
“Stop using simple syrup.”
14x their usual views, video, baking
- @the.sourdough.girl
50K followers, Instagram
“Please STOP feeding your sourdough starter 1/2 cup flour & 1/2 cup water”
11x their usual views, video, baking
- @andreabuckettcooks
630K followers, Instagram
“YOU'VE BEEN EATING BEANS ALL WRONG”
3.4x their usual views, talking head, drinks and coffee
- @sofia_hrdz
275K followers, TikTok
“The BEST vanilla iced latte, easy at-home recipe”
2.6x their usual views, talking head, 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.