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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 1,732 TikTok and 1,179 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.
Amazon Music has jumped to the front on blended engagement this cycle with a 65.7 average, ahead of Apple Music (18.3) and Spotify (14.8) — but that lead is driven almost entirely by one viral TikTok. The platform picture splits sharply: Amazon Music owns TikTok (82.1 avg) while posting 0.0 on Instagram, where Apple Music narrowly leads (2.5 vs Spotify's 2.3). The single highest-scoring post anywhere is Amazon Music's TikTok reaction to Asha Banks on the Off Campus episode ("literally SCREAMED"), at a score of 821 — roughly four times any other individual post and the main reason Amazon's average spikes.
Attention right now is fragmenting across a healthy spread of moments rather than one runaway story. The breakout is Off Campus, the Prime Video sports-romance starring Ella Bright and Belmont Cameli, which tops the live slice and also ranks third in the broader landscape — a sign this isn't a one-day blip but a genuinely sticky fandom. It sits alongside two durable tentpoles: Arsenal's long-awaited Premier League title ("22 years in the making") and the PSG Champions League win with Paris "en fête," both of which anchor the broad set. Victor Wembanyama's Spurs run, Ariana Grande's teased return, and a steady drumbeat of Trump political content round out a feed where pop culture, football, and current affairs are competing on roughly equal footing.
On the emotional side, Identity & Belonging is now the clear lead driver at 13.0% — noticeably ahead of Emotional Meaning (8.8%) and Values & Boundaries (8.3%). This audience shows up first to belong: to a fandom (Off Campus, Ariana Grande, BTS), a club (Arsenal, PSG), or a worldview. Emotional Meaning leans on celebratory catharsis — the Wemby/Spurs night, trophy lifts — while the still-substantial Values & Boundaries share reflects how much political and activism content (Trump, Gavin Newsom, Bernie Sanders) this group consumes. Social Status (5.1%) and Private Escape (2.5%) trail well behind, confirming a culturally engaged, identity-forward audience that Amazon Music can reach through fandom and shared-moment hooks rather than passive lean-back listening.