Measured Updated dailyMarkdown copy
Insider confessions from a professional's seat
A viral health and wellness format on TikTok and Instagram
A professional lists what they would never do, don't mind, or do wrongly, going against the common advice in their field.
8
accounts it worked for
9x
median, times their usual
#8
of 53 in health and wellness
Angle
Talking head, Slideshow, Voiceover
Why it works
The behind-the-curtain honesty and the mild provocation get people to debate or feel relieved. It works well when it targets a trusted staple.
Hook formulaThings I [never do / don't get mad about / do wrong] as a [profession]
How to make it
- 1State your profession in the hook
- 2Rapid-fire the contrarian or confessional items
- 3Pick targets your audience trusts or fears
Examples
Best first, one per account. Each links to the original post.
- @drgreghealth
557K followers, TikTok
“3 Foods I'd Never Touch With Hashimoto's”
32x their usual views, talking head, doctor explains
- @chloevanberkel
160K followers, TikTok
“what to never do at nursing school clinical:”
15x their usual views, talking head, doctor explains
- @drjdbarton
16K followers, TikTok
“THINGS I DON’T GET MAD ABOUT AS A THERAPIST”
17x their usual views, talking head, focus and digital detox
- @seattlesciencefoundation
129K followers, Instagram
“THINGS SURGEONS NORMALIZE THAT ARE ACTUALLY INSANE.”
9.0x their usual likes, slideshow, mental health
- @tinatalkingtherapy
24K followers, TikTok
“things I believe as a therapist that might surprise you”
8.8x their usual views, talking head, mental health
- @therapy.steph
90K followers, TikTok
“I hate my own therapy now more than ever (& I’m a therapist)”
6.1x their usual views, talking head, mental health
- @drhustarab
94K followers, TikTok
“3 CHILDREN’S MEDICINES I AVOID FOR MY KIDS (as a doctor + pharmacist and mum of 2)”
4.5x their usual views, slideshow, doctor explains
- @valerieribon
258K followers, TikTok
“Supplements I would never take”
4.1x their usual views, voiceover, mental health
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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
- 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.