Measured Updated dailyMarkdown copy
Reject a popular trend or rule in one line
A viral home and real estate format on TikTok and Instagram
State a contrarian opinion about a popular trend, shortcut or design rule as on-screen text.
12
accounts it worked for
3x
median, times their usual
#13
of 65 in home and real estate
Angle
Talking head, Skit, Video
Why it works
A strong stance invites people to take sides in the comments. It works with ordinary footage because the opinion carries the post.
Hook formulaBecause I refuse to [follow common rule] / [Popular option] isn't worth it
How to make it
- 1Name a popular trend, rule or brand in one line
- 2Show footage or photos that back up your stance
- 3Ask viewers to pick a side in the caption
Examples
Best first, one per account. Each links to the original post.
- @lilswalty
178K followers, TikTok
“Death to shower niches?”
39x their usual views, talking head, interior design
- @mrphoenixgrey
1.1M followers, TikTok
“7 THINGS YOUR HOME DOESN'T NEED”
12x their usual views, talking head, interior design
- @mariakillam
384K followers, Instagram
“Me every time I see money wasted on black windows and black garage doors...”
5.7x their usual views, skit, interior design
- @howwedo208
1.1M followers, Instagram
“Because I refuse to decorate for resale value”
4.1x their usual views, video, diy and renovation
- @jeanstofferdesign
546K followers, Instagram
“Design Hotline What kitchen design trend do you think will look most dated by 2035?”
3.7x their usual views, talking head, diy and renovation
- @shoptansyla
217K followers, Instagram
“AVOCADO'S DIRTY LITTLE SECRET”
2.7x their usual views, talking head, gardening
- @passthatplantau
350K followers, Instagram
“It always makes me laugh when people say I shouldn’t turn or move my houseplants”
2.8x their usual views, video, gardening
- @iamhayleystuart
361K followers, Instagram
“20 colourful photos of my home to give you a break from the greige”
2.8x their usual likes, slideshow, diy and renovation
- @georginawilsonassociates
426K followers, Instagram
“Unpopular Opinions on Popular Design Choices”
2.8x their usual views, talking head, diy and renovation
- @_bennelson_
277K followers, TikTok
“3 home things NOT worth your money”
3.3x their usual views, talking head, diy and renovation
- @peytonplantcaregiver
23K followers, TikTok
“Fastest Growing Hoyas”
3.0x their usual views, talking head, gardening
- @miztermiller
204K followers, TikTok
“Do you tend to find yourself getting upset when people alter antiques?”
2.6x their usual views, talking head, diy and renovation
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- Naysayer quote over the 'before', proven wrong
19 accounts, median 12x their usual
- Finished result flashed before the process starts
19 accounts, median 8x their usual
- Same-angle before/after cut on the beat
13 accounts, median 13x their usual
- Seasonal do-this-or-regret-it warning
10 accounts, median 16x their usual
- One-line spouse or chore joke over build clips
9 accounts, median 16x their usual
- Whole project squeezed into one start-to-finish video
6 accounts, median 53x their usual
- Exact rent pinned over uncut unit tour
9 accounts, median 11x their usual
- Stack many quick hacks into one montage
7 accounts, median 21x their usual
- Numbered clean list with time or frequency cap
5 accounts, median 50x their usual
- Age and life stage in the hook
6 accounts, median 23x 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.