Measured Updated dailyMarkdown copy
Tie the recipe to a specific occasion
A viral food and nutrition format on TikTok and Instagram
Frame a dish or drink around a precise event or scenario, such as game day or a baby shower.
5
accounts it worked for
4x
median, times their usual
#78
of 103 in food and nutrition
Angle
Video
Why it works
A specific moment makes the recipe feel made for that viewer and easy to save for later.
Hook formulame the second [situation] / POV: you're having a [event] and need [item]
How to make it
- 1Pick an event your audience will face
- 2Put the occasion in the on-screen text
- 3Match the audio or mood to it
Examples
Best first, one per account. Each links to the original post.
- @createaplatewithdina
167K followers, TikTok
“chicken pot pie, but make it thanksgiving”
62x their usual views, video, easy recipes
- @badbatchbaking
1.3M followers, Instagram
“me the second my husband turns on football”
4.2x their usual views, video, drinks and coffee
- @softbakedbae
10K followers, TikTok
“POV: it’s november 1st 🤍🎄🍫”
6.0x their usual views, video, baking
- @cookingkatielady
337K followers, Instagram
“the ONLY recipe I want to make on game day 🏈”
3.9x their usual likes, video, drinks and coffee
- @mocktailgirlie
595K followers, TikTok
“POV: you’re having a fall baby shower and need the perfect mocktail to serve”
3.1x their usual views, video, drinks and coffee
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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.