Measured Updated dailyMarkdown copy
More text than the clip lets you read
A viral health and wellness format on TikTok and Instagram
Lay a dense paragraph, story or long list over a 5-8 second clip so viewers have to loop or pause to finish reading.
17
accounts it worked for
8x
median, times their usual
#2
of 53 in health and wellness
Editing trick
Talking head, Video
Why it works
The reading time is longer than the video, which forces replays and pauses. The dense lists on these accounts (10-20 items, 60 words, 10 lines) ran 4-46x above their usual views.
Hook formula[Number] [facts/laws/signs] about [high-curiosity topic]
How to make it
- 1Write a long numbered list, micro-story or comparison chart
- 2Put it over a short silent b-roll loop of 5-8 seconds
- 3Make sure it takes at least 2-3 loops to read
Examples
Best first, one per account. Each links to the original post.
- @theanxietypage
11K followers, TikTok
“My therapist told me:”
47x their usual views, video, mental health
- @perimenopause.nutrition
156K followers, TikTok
“When I hear a woman in perimenopause is taking iron because her ferritin is low, vitamin D because her labs showed a deficiency, creatine...”
256x their usual views, talking head, women's health
- @lisatalks16
5K followers, TikTok
“Food is medicine in perimenopause”
122x their usual views, video, women's health
- @philsmypharmacist
2.2M followers, TikTok
“CHRONIC FATIGUE? Half of America takes the med that causes it”
29x their usual views, talking head, doctor explains
- @pcosnikki
194K followers, TikTok
“MINDBLOWING FACTS ABOUT PCOS YOU PROBABLY DIDNT KNOW”
31x their usual views, video, women's health
- @connealymd
645K followers, TikTok
“Common things I see in my breast cancer patients:”
13x their usual views, video, women's health
- @honestly.holistic
146K followers, TikTok
“12 symptoms you didn't know were anxiety”
10x their usual views, video, supplements and habits
- @pcos.weight.loss
1.3M followers, TikTok
“Things every PCOS girlie should know:”
9.1x their usual views, video, women's health
- @onthegowithflo_
54K followers, Instagram
““YOU’LL DE-SKILL AS A COMMUNITY NURSE””
7.5x their usual views, talking head, doctor explains
- @win.withinyou
48K followers, Instagram
“8 LAWS TO LIVE BY:”
8.9x their usual views, video, mental health
- @balally_pharmacy
151K followers, Instagram
“In case your pharmacist never told you about your HRT prescription”
5.0x their usual views, video, doctor explains
- @orrnmentor
5K followers, Instagram
“I always knew I wanted to be a nurse.”
6.5x their usual views, video, doctor explains
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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
- 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
- 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.