✌️The only review that matters

Metricooler, a few days ago I started seeing the same type of reel over and over again in my feed (and I’m sure this has happened to you more than once).

A completely scraped-clean plate and a fork dropping onto it, as if to say, “this was worth it.”

And on screen, a super direct message: The only review that matters.

Seeing so many different businesses using the exact same format made the little lightbulb in my head go off.

Because these kinds of formats come and go constantly. One day  they flood your feed and a few weeks later, they disappear completely. That’s precisely why it’s so important to train your “spidey sense” to spot them early, and take advantage of them while they’re still alive.

When multiple Reels with the same structure start appearing in your feed, two things are usually happening at the same time.

First, the obvious one: when you engage with one, the algorithm shows you more of the same. That’s how the recommendation loop works. And if you want your content to be part of that loop, testing trends and formats like these can increase your chances of being recommended.

But the second reason is even more important: it means that it works.

If you’re seeing dozens (or even hundreds) of brands using the same structure, it’s not because they coordinated a secret meeting. It’s because someone tested it, saw results, others followed, and it worked for them too. 

That repetition is a strong signal trying to tell you that this format deserves your attention.

Spotting patterns is one of the most underrated skills in social media. We spend hours scrolling, but very few people actually analyze what keeps repeating.

This is usually where opportunities get lost.

“I don’t have a restaurant, I can’t use this.”

But most formats are not literal, they’re structures that can be adapted.

If you think about it, 90% of human stories can be reduced to two plots: The Iliad or boy meets girl.

The scraped-clean plate isn’t about food. It’s about showing the moment when everything goes exactly right. An “a-ha moment” that represents satisfaction and the ultimate proof that you delivered.

If you run a restaurant, the visual works beautifully because it’s immediate and tangible. But that doesn’t mean there aren’t other “empty plates” out there.

→ A nail salon could show someone tapping their freshly done nails on different surfaces; that small, satisfying ritual after a manicure.

→ A hair salon could show someone catching their reflection in every shop window they pass.

→ A gym could show someone casually lifting grocery bags with pride because their training is paying off.

The key is not the exact scene, but the concept behind it. It’s about identifying a recognizable feeling that your audience can see themselves in.

When you train your eye to look beyond the literal surface, you begin to spot opportunities where you once thought, “this isn’t for me.”

If you want to take your short-form video content to the gym and build some muscle, you need both inspiration and data.

Here are two very practical resources:

1️⃣ Our curated short-form video gallery, where we continuously add formats, hooks, and structures that catch our attention. It’s essentially an inspiration board that will save you hours of scrolling.

ACCESS OUR FAVORITE SHORT VIDEOS

2️⃣ And most importantly, competitor analysis (probably my favorite Metricool feature). You can add up to 100 accounts and regularly review which posts are performing best for them.

That’s how you identify high-potential formats without sacrificing your entire afternoon to Reels.

The next time you see something repeating in your feed, instead of thinking, “the algorithm is annoying,” try asking yourself: what is it trying to show me?

That’s where strategy begins.

P.S. We are officially in the Year of the Horse according to the Chinese calendar. So if over the past few days your metrics feel like they’ve gone from a gentle trot to a full gallop… well, now you know why.

P.P.S. While horses are probably among the most majestic and elegant animals out there, one day we need to address how underwhelming their emoji is. I’m sorry, but this feels unacceptable: 🐴

David, from Metricool ✌

If you’ve made it all the way to the bottom of this email, first, you're the best. Second, I’d love to hear your feedback so I can keep making these emails as valuable (and enjoyable) as possible:

😍 Loved it - 👍 Pretty good - 🤔 It was okay - 😕 I didn't like it