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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 1,709 TikTok and 1,213 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.
Apple Music leads blended engagement overall with a 25.3 average, more than 2.5x Spotify's 9.0 and over 3x Amazon Music's 7.0. The two social platforms split by leader, though: Amazon Music actually tops TikTok specifically (18.3 vs Spotify's 12.4 and Apple Music's just 1.2), while Apple Music dominates Instagram (29.4 vs Spotify's 8.2 and Amazon Music's 1.0). The single highest-scoring post belongs to Apple Music on Instagram — its "headtripindio" HEAD TRIP festival teaser hit a score of 223.3.
F1 Singapore GP is the one story carrying real weight across both slices right now — it's the top now-trending topic at 2.2% and scales up to 5.8% of the broader top-500 set, with Haas and Mercedes-AMG garage content and Max's pole celebrations doing the heavy lifting; this reads as durable, cadence-driven race-weekend content rather than a flash. Real Madrid and Chelsea FC show the same pattern on a smaller scale: both clubs post consistently in the now-slice (Brahim Diaz, Rudiger, and Alvaro Carreras match-day clips for Madrid; "Job done" win posts for Chelsea) and hold similar share in the broader landscape, confirming match-day football is baseline, always-on content rather than a spike. Against that durability, the sharpest flash moments are fandom-driven: Hunger Games: Sunrise on the Reaping fan edits and the "Katherine (Not Sophie Silva)" character-acting trend are both punching above their broader-landscape weight in the right-now slice, and Nicki Minaj's GIGATexas/Barbz takeover content shows up only now, pointing to a short-lived tour moment rather than a sustained wave. Aaron Parnas and "Mega American" content, meanwhile, register in the broader landscape but have dropped out of the current top six — a sign of cooling momentum rather than renewed attention.
The emotional driver mix leans hardest on Identity & Belonging (10.2% of the broader why-tagged set) and Values & Boundaries (8.1%) — the former dominated by fandom tagging and idol-group content, the latter carrying the heavier political posts, from Imran Khan's Islamabad march coverage to the satirically-named "Hitler Mussolini Simeon Flores" candidate story. Co-Creation (6.9%) sits close behind and is where creator-economy and reaction content lives — cinephile commentary accounts and viral reaction clips exemplify this, pointing to an audience that engages as much with the conversation around content as the content itself. Emotional Meaning (6.6%) is carried almost entirely by football win posts like Chelsea's "Job done" clips, a clean, low-effort hit of celebratory payoff, while Social Status (5.9%) shows up in K-pop idol-group content and F1 garage-access posts — both signal cultural fluency and insider access rather than pure fandom, worth keeping in mind for any content built around status-signaling moments.