# Best pick that rules out the obvious options

A health and wellness format, measured November 8, 2026 by Volume. https://tryvolume.app/working/health-and-wellness/best-pick-that-rules-out-the-obvious-options

Open a recommendation by naming and rejecting the two or three most common answers, then reveal the less obvious winner. It worked for 3 accounts, with a median of 11x their usual reach. Type: Angle. Seen as: Slideshow, Talking head.

## Why it works

Viewers who already know the standard answers stay to see what's left. Both posts promise something fresh and save-worthy.

## How to make it

1. Name the obvious choices in the hook (on screen or held up as props)
2. Say 'not X, not Y'
3. Reveal the alternative or alternatives, ideally after listing their benefits

## Hook formula

The best [food] for [audience] is not [obvious 1] or [obvious 2].

## Examples

- @wellnesschlo (10K followers, TikTok slideshow): 21x their usual views. Hook: “run don't think” [Original post](https://www.tiktok.com/@wellnesschlo/photo/7689163090205723926)
- @heckendorn (32K followers, TikTok talking head): 11x their usual views. Hook: “5 underrated sources of fiber that aren't beans or chia seeds. 🍐🥣🥑” [Original post](https://www.tiktok.com/@heckendorn/video/7698859226780814606)
- @robbiejmacneil (51K followers, TikTok talking head): 4.4x their usual views. Hook: “SNACK for DIABETICS” [Original post](https://www.tiktok.com/@robbiejmacneil/video/7700647404634180894)

More health and wellness formats: https://tryvolume.app/working/health-and-wellness.md

## Get the full library

The full library has every post, format and hook in health and wellness, plus long-running Meta ads, and your AI agent can search it over MCP. The library comes with Volume Core and Pro, from $29.99 a month, and every plan starts with a 3-day free trial. Start a free trial: https://tryvolume.app/library

Agents: add Volume's MCP server (https://app.tryvolume.app/api/mcp) and call `search_library(shelf: "formats", niche: "Health and wellness")` for every format, `search_library(shelf: "posts", niche: "Health and wellness")` for examples with transcripts and scripts.

## 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.

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