Measured Updated dailyMarkdown copy
Show the place, name it only in caption
A viral travel format on TikTok and Instagram
Show the food, shop or experience on screen but keep the venue name out of the video and give it only in the caption or the last frames.
9
accounts it worked for
5x
median, times their usual
#16
of 63 in travel
Editing trick
Video, Talking head, Voiceover
Why it works
Viewers who want to know where it is have to read the caption, check comments or save the post. These posts all drove 'where is this?' behaviour.
Hook formula[Superlative] [thing] in [city] that not many people know about
How to make it
- 1Open on the most striking visual
- 2Talk about it without naming the venue
- 3Put the name and address in the caption or the final shot
Examples
Best first, one per account. Each links to the original post.
- @talia.dianee
69K followers, Instagram
“Angel of my Dreams🍸🪽”
51x their usual views, video, city guides
- @lucy.explores_
5K followers, TikTok
“A $20 campsite you can’t miss in NSW”
205x their usual views, video, budget travel
- @newyorkpass
64K followers, Instagram
“check out the CREEPIEST horror experience in NYC that not many people know about”
25x their usual views, talking head, city guides
- @thekatieromero
389K followers, TikTok
“Where to buy cute NYC souvenirs”
20x their usual views, voiceover, city guides
- @kelsey_graves
69K followers, Instagram
“POV: The most beautiful beach... no passport needed 🏝️☀️😍”
18x their usual views, video, budget travel
- @cltbucketlist
330K followers, Instagram
“unlimited brunch in Charlotte”
4.7x their usual views, video, city guides
- @taytakesatrip
149K followers, Instagram
“The most scenic fall color trail in Minneapolis will be at peak soon”
4.5x their usual views, video, city guides
- @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
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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.