Measured Updated dailyMarkdown copy
Hook on screen, full list in caption
A viral health and wellness format on TikTok and Instagram
Tease with a short text hook over simple B-roll and put the complete numbered list or protocol in the caption.
10
accounts it worked for
19x
median, times their usual
#5
of 53 in health and wellness
Editing trick
Talking head, Video, Slideshow
Why it works
Viewers have to open the caption to get the payoff, which adds read-time and saves. Plain visuals are enough because the value sits in the text.
Hook formula[Number] things I [did / would tell you] about [topic] (list in caption)
How to make it
- 1Overlay a curiosity hook on a simple clip or montage
- 2Write the full numbered list or protocol in the caption
- 3Cue viewers to read the caption
Examples
Best first, one per account. Each links to the original post.
- @sharp_physiotherapy
68K followers, TikTok
“If your shoulder hurts when you reach overhead, put on a jacket, or grab your seatbelt, it's easy...”
75x their usual views, video, doctor explains
- @sam.tahan
121K followers, TikTok
“symptoms of low iron i look for in my clients”
167x their usual views, talking head, supplements and habits
- @christina.thornton
233K followers, TikTok
“welcome to the side of the internet where the recipe is always in the caption 🤍”
25x their usual views, talking head, supplements and habits
- @sweethartsarah
333K followers, TikTok
“when I tell a PCOS girlie who wants to lose weight that eating like a type 2 diabetic to break out of fat storage mode. She is now insulin...”
20x their usual views, talking head, women's health
- @kaseyannrob
15K followers, TikTok
“12 things that made traveling with a baby so much easier”
22x their usual views, talking head, women's health
- @elevatemd
358K followers, TikTok
“Weird symptoms you didn’t know could be related to perimenopause… 🫠”
7.8x their usual views, talking head, women's health
- @sonia.pcoscoach
91K followers, TikTok
“Psycho things I did to fix my PCOS / PMOS in 4 months”
17x their usual views, talking head, women's health
- @kristine_nurseinthemaking
1.4M followers, Instagram
“When I read CABG as cabbage”
5.8x their usual likes, slideshow, doctor explains
- @dr.maehughes
67K followers, TikTok
“Advice I would give you about pregnancy if I wasn't afraid of hurting your feelings: as a pelvic floor...”
12x their usual views, talking head, women's health
- @heart_transplant_doc
415K followers, Instagram
“As a cardiologist, here's what really happens to your heart when you stop Ozempic or Mounjaro”
5.2x their usual views, talking head, supplements and habits
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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
- 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
- Credentials and personal stake in line one
7 accounts, median 11x 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.