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Measured Updated dailyMarkdown copy

Withhold the dish name until the end

A viral food and nutrition format on TikTok and Instagram

Start mid-action with step one and keep the dish name off screen, or swap it for a vague title, until the final reveal.

11

accounts it worked for

26x

median, times their usual

#3

of 103 in food and nutrition

Editing trick

Slideshow, Video, Voiceover

Why it works

Viewers have to watch the whole assembly to learn what is being made. Zero-intro starts and 'ultimate fall dinner' style titles cut early drop-off.

Hook formula[Action verb]-ing [first ingredient]... (name saved for the end)

How to make it

  1. 1Open on the first ingredient or action at second zero
  2. 2Leave the dish name out of text and voiceover
  3. 3Reveal the finished dish and its name in the last seconds

Examples

Best first, one per account. Each links to the original post.

  • @protein.daily4

    27K followers, TikTok

    “DID YOU KNOW? 👀 2 BOILED EGGS CAN TURN INTO THIS...”

    305x their usual views, slideshow, healthy eating

  • @modernflavour

    29K followers, TikTok

    “the versatility of cottage cheese needs to be studied”

    118x their usual views, video, baking

  • @carianderson

    45K followers, TikTok

    “The Ultimate Fall Dinner 🍂”

    95x their usual views, video, baking

  • @historiesamour

    6K followers, TikTok

    “Cook”

    59x their usual views, voiceover, baking

  • @liftwsarah

    479K followers, Instagram

    “daily slop bowl x”

    22x their usual views, video, healthy eating

  • @itskaileeskitchen

    73K followers, TikTok

    “Unrolling our crescent dough sheet”

    26x their usual views, voiceover, baking

  • @sweetfixbaker

    22K followers, Instagram

    “Watch what 3 store cakes become”

    36x their usual views, video, baking

  • @grace_filledkitchen

    57K followers, Instagram

    “Did you know you can just...”

    10x their usual views, video, healthy eating

  • @mistieknight

    546K followers, Instagram

    “I've got two cans of pure pumpkin, one can of evaporated milk”

    10x their usual likes, talking head, baking

  • @leannewardnutrition

    374K followers, Instagram

    “I bet you didn't know cottage cheese could DO THIS...”

    6.8x their usual views, video, healthy eating

  • @lilydavyy

    50K followers, TikTok

    “When I’m craving a comfort meal, this is what I have in mind”

    4.6x their usual views, video, easy recipes

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More food and nutrition formats

What’s working in food and nutrition this week

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.