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This feed is a creative inspiration tool — not a performance dashboard. It surfaces what's resonating on TikTok and Instagram right now, across a curated sample of accounts that US Content Fans are known to follow.
Use it to spot patterns in content formats, themes, and emotional drivers — not to evaluate individual posts or specific creators. A post ranking #1 here doesn't mean it's universally popular with all Content Fans; it means it's performing exceptionally well within our sample.
Audience tastes are naturally broader than any sample. Think of this feed as a directional signal — a way to ask "what kinds of content are pulling people in right now, and why?" — rather than a definitive chart.
Browse the feed for creative inspiration. Pay attention to the 📍 What tags (the content theme or format) and 💡 Why tags (the emotional driver behind the engagement) more than the post itself.
Use the audience modes (the tabs below the main navigation) to filter by fan mode. Each mode represents a different way Content Fans engage. When in Balanced Mode, they're following major brands, media, and voices to stay informed and entertained. When in Discovery Mode, they're looking for extensive perspectives to help share their own POV on emerging trends. And in Focused Mode, they have deeper, more concentrated interests, seeking to invest in the full ecosystem of their passions to fully immerse.
Use the Insights tab for a synthesised view. It clusters the top-performing What themes and surfaces the most common emotional drivers across the full dataset — useful for briefing creative teams.
The feed monitors 1,746 TikTok and 1,200 Instagram accounts — a mix of artists, fan accounts, entertainment, culture, and lifestyle creators that index strongly against Content Fans' audience modes.
Accounts are grouped into categories (Music, Entertainment, Sports, etc.) and tagged with audience affinity scores across five fan modes. These affinities are used to surface the most relevant content when you switch modes.
Each post is scored using a combination of engagement rate, recency, audience affinity, and reach. Engagement rate is calculated against views — specifically (likes + comments + shares) ÷ views — so it measures how strongly viewers actually responded to content they saw, not just how large the account is.
Recency is weighted so that older posts decay in rank over time, even if their absolute engagement numbers are high. The feed is intentionally biased toward what's working right now.
Audience affinity reflects how strongly each account's followers overlap with Content Fan audience modes — accounts with higher affinity to a given mode rank higher when that mode is active. Reach applies a logarithmic scale based on view count, so posts that have actually found a meaningful audience are weighted above micro-posts with very few views, even if those micro-posts have a high relative engagement rate.
In the "All" view, the relative size of each audience mode also influences rank, in order to best represent what a typical Content Fan would encounter.
The DSP Rank tab uses a simplified version of this score — see the footnote on that tab for details.
TikTok data is scraped automatically every few hours. Instagram data is pulled via the Meta Graph API, cycling through accounts at approximately 159 requests per hour. A full pass across all Instagram accounts takes around 9 hours; TikTok is faster. The header timestamps show when each platform's data was last updated.
The "refresh check" link in the top right shows the per-account freshness table if you want to inspect the scraper status.
Spotify dominates TikTok with a 65.0 average DSP score versus Apple Music's 58.5 and Amazon Music's 62.2, driven by high-voltage artist collaborations like the BTS SWI Q&A (490.7) and Zayn's "KONNAKOL" explainer (329.0) that convert massive reach into double-digit engagement rates. On Instagram, Apple Music pulls ahead with a 61.8 average score—notably 39.2 points higher than Amazon Music's 15.6 shortfall on the platform—with IVE's SZA praise moment (618.6) and Dermot Kennedy content proving that artist-to-artist storytelling translates better to feed format than TikTok's snappier, trend-driven hooks. Amazon Music shows a striking platform split: its TikTok average of 62.2 nearly matches competitors, yet its Instagram performance collapses to 22.4, suggesting the brand's casual, personality-driven content (Charlie Puth, Kehlani, Warriors crossover) resonates with short-form video culture but fails to carry the same weight in a static, narrative-heavy environment. Apple Music's relative strength across both platforms indicates it's built more sustainable cross-platform momentum, while Amazon Music's TikTok competitiveness masks a deeper Instagram execution gap.
Right Now: BTS Dominance Amid Scattered Competition
BTS is commanding the moment with 12.7% of viral posts, driven by behind-the-scenes Rolling Stone content featuring Jin and Suga—a 1.3-point surge over the broader landscape suggests fresh, exclusive access is resonating hard right now. Steph Curry's playoff coverage (10.1%) and the Focker-In-Law film push (6.0%, anchored by Ariana Grande's promotional posts) are competing for attention, while political commentary has spiked to 10.1% in real-time despite tracking at only 5.4% overall, indicating a momentary news cycle moment rather than durable audience interest. This snapshot reflects predictable flash moments—entertainment premieres, sports events, and news cycles—layered atop BTS's consistent underlying dominance, which holds steady across both datasets as the only topic gaining ground between right-now and broader patterns.
What This Audience Actually Wants: Status, Belonging, and Insider Access
Social Status emerges as the dominant psychological driver (11.0%), exemplified by luxury brand collabs like Laufey's Chanel Beauty partnership and Rolling Stone's exclusive behind-the-scenes access with BTS members—this audience craves proximity to prestige. Identity & Belonging (7.4%) powers engagement around shared cultural moments, from the Focker-In-Law community celebration to Bruno Mars date-night content and BTS fandom participation, revealing that Content Fans seek validation through collective experiences with creators and celebrities. Values & Boundaries (5.8%) surfaces through political content and the Hochul tax proposal, showing this audience won't ignore substantive issues, but it's clearly secondary to the aspirational pull of status and belonging—the real engagement engine runs on exclusive access, cultural currency, and the feeling of being "in the circle," not on political messaging.