Measured Updated dailyMarkdown copy
Credentials and personal stake in line one
A viral health and wellness format on TikTok and Instagram
The creator opens by stating their name, credential and often years of experience or parent status, then delivers advice on a specific problem.
7
accounts it worked for
11x
median, times their usual
#10
of 53 in health and wellness
Angle
Slideshow, Talking head
Why it works
Viewers decide to trust the advice in the first few seconds. A personal stake makes the advice more credible than a generic expert.
Hook formulaI'm a [credential] and [personal role], and here's what [audience] gets wrong about [topic].
How to make it
- 1State name, credential and years or personal role up front
- 2Name the specific problem
- 3Deliver corrections or numbered lessons
Examples
Best first, one per account. Each links to the original post.
- @shananicole15
24K followers, TikTok
“✨Your study habits may be the reason you’re struggling in nursing school✨”
60x their usual views, talking head, doctor explains
- @v_lugo
46K followers, Instagram
“12 YEARS A NURSE 5 Things I wished I knew when I started”
21x their usual likes, slideshow, doctor explains
- @rachel_fischer
7K followers, TikTok
“if you have kids...”
29x their usual views, talking head, doctor explains
- @pharmacistwhit
6K followers, TikTok
“My name is Whitney, I'm a pharmacist. I recently shared a video about what I use at the first sign of feeling sick.”
11x their usual views, talking head, doctor explains
- @medicationclarity
32K followers, Instagram
“if you're taking ADHD medication”
8.5x their usual views, talking head, doctor explains
- @sweethartsarah
334K followers, TikTok
“3 FOODS THAT WILL HELP HEAL YOUR PCOS”
4.6x their usual views, talking head, women's health
- @erichinman
371K followers, Instagram
“17 YEARS IN ENDURANCE SPORTS 17 lessons I've learned”
4.6x their usual likes, slideshow, sleep
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Get the MCPMore health and wellness formats
- One-image chart viewers zoom in and save
15 accounts, median 17x their usual
- More text than the clip lets you read
17 accounts, median 8x their usual
- Open on a bizarre viral clip, then explain
11 accounts, median 17x their usual
- Weird symptom list that makes viewers self-diagnose
9 accounts, median 28x their usual
- Hook on screen, full list in caption
10 accounts, median 19x their usual
- Meme template reworded for your profession
7 accounts, median 20x their usual
- Dense list packed onto a short loop
6 accounts, median 23x their usual
- Insider confessions from a professional's seat
8 accounts, median 9x their usual
- Exact words to say at the doctor
7 accounts, median 12x their usual
- Exact age or year named in the hook
5 accounts, median 20x 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.