Measured Updated dailyMarkdown copy
Hold back the place name until caption
A viral travel format on TikTok and Instagram
Show the scenery or a teaser but leave the location (or the how-to) off the video until the end or the caption.
5
accounts it worked for
5x
median, times their usual
#34
of 63 in travel
Editing trick
Video, Voiceover
Why it works
Viewers who want the name have to watch to the end or open the caption, which lifts watch time and caption reads. The hook is a price, a superlative or a strange stat that makes them want to know where it is.
Hook formula[Superlative or price] [place type]... [no passport needed / more X than people]
How to make it
- 1Lead with a striking visual plus a price, superlative or odd stat
- 2Keep the place name off the screen
- 3Reveal it in the last seconds, last slide or caption
Examples
Best first, one per account. Each links to the original post.
- @lucy.explores_
5K followers, TikTok
“A $20 campsite you can’t miss in NSW”
205x their usual views, video, budget travel
- @kelsey_graves
69K followers, Instagram
“POV: The most beautiful beach... no passport needed 🏝️☀️😍”
18x their usual views, video, budget travel
- @roamwithpri
54K followers, Instagram
“This town in Arizona has more donkeys than people 🫏”
4.9x their usual views, video, budget travel
- @bolt.on.points
39K followers, Instagram
“Hidden restaurant lounge at Hong Kong airport”
4.6x their usual views, voiceover, budget travel
- @things.amy.does
23K followers, Instagram
“POV: you figure out the secret to getting above the clouds”
3.4x their usual views, video, road trips and vanlife
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Get the MCPMore travel formats
- Dismiss the famous pick, push the lesser-known one
15 accounts, median 9x their usual
- Place name held back until the last seconds
15 accounts, median 7x their usual
- Google Earth zoom drops into the place
9 accounts, median 23x their usual
- One-second cuts under a single text hook
12 accounts, median 9x their usual
- Credential line before your personal verdict
11 accounts, median 10x their usual
- Day-by-day itinerary with every stop labeled
10 accounts, median 10x their usual
- Hours-from-a-big-city anchor in the hook
9 accounts, median 8x their usual
- Outsider's nagging question answered by showing
8 accounts, median 10x their usual
- Unknown spot pitched against famous one
6 accounts, median 23x their usual
- Shockingly low price in the opening text
9 accounts, median 7x 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.