News flash: another calorie-counting app has entered the chat. Microgram launched 286 days ago and is already gaining traction on TikTok.

The app is running 7 TikTok accounts, which have pulled an impressive total of 214,5M views.

All accounts follow a different format.

So far, the most viral content is a slideshow format, with each slide showing a food item paired with a hook showing how many calories it has.

Comments show that viewers are curious about the ingredients and how to prepare them in low-calorie ways. At the same time, many are skeptical of the marketing style and question the accuracy of the nutrition info shared on the platform.

Then there are creators like @joellechristiane_ who use a different approach: faceless cooking videos paired with a hook that highlights the dish’s calorie count, once again:

But the engagement had dropped. When the creator reposted the same video with the recipe added to the description, engagement shot back up.

This format seems to work best when the recipe is included with the video.

Without it, viewers tend to lose interest. Unsurprisingly, the second video doesn’t mention the app at all.

Microgram also tries to highlight the fitness side and so they have some of their creators, the “gym-rats”, posting several videos about their workouts and physiques.

But these videos haven’t performed as well. The chart shows that the app’s audience clearly prefers simple “how many calories” posts.

Interestingly, we also found that shorter hooks usually lead to better engagement on the videos…

…while faceless videos tend to get a lot more views.

To view the collection, click here:

https://app.shortimize.com/c/2b10RP4ECPn3Em