Of the 5,000 brands we analyse on TikTok and Instagram, the top 4-5% capture up to 90% of the all branded attention (e.g., see beauty data). How is this level of concentration even possible, and what are brands to make of it?
From post-level cycles 🌀…
Winner-take-all dynamics begin at the post level. Algorithms optimise for stickiness, rewarding only the most engaging content and ruthlessly sidelining the rest. The result: the top 3–5% of posts capture nearly all the organic reach, and roughly 85–95% of total engagement.(see drinks data)
Crucially—and often overlooked—the rise of comments has turned top posts into social validators. The best-performing content now earns not just reach, but reinforcement in the form of discussions, praise, and argument that shape how others perceive the brand.
Triple Jeopardy: most engaging posts land more views, AND get to shape preferences
…to brand-level virtuous cycles 🌀
Today’s top-performing posts do more than win attention — they trigger brand momentum. Comment-rich viral posts feed search, trial, and conversation, fuelling new waves of UGC and social validation in return.
The power of these cycles is why Sol de Janeiro’s CEO once declared that “Over 90% of our growth is from social, and it’s organic.”
Last—and often not least—these social-centric cycles are powered by forces outside social media itself:
Merch done right can spark massive UGC flows (think: Rhode’s iPhone case).
Samples and minis let consumers join in at low cost — a major driver behind the explosion of #FragranceTok.
Brand news, real or manufactured discontinued?!?) gives creators an excuse to re-evaluate and post about a brand.
Scale, equity, and availability still matter: this allows big brands to dominate earned media tables even when their social playbooks are inferior (see: Rolex).
Good or bad news for brands?
The bad news: since around 2023, getting social right has become both harder and rarer. Algorithms have matured, audiences have splintered, and creative standards have risen. Fail to adapt, and you’ll spend more to achieve less — money still buys reach, but it can’t buy impact.
The good news: social success no longer depends on outsized budgets. The top 5% of brands now win through content mastery and strategic acuity rather than scale of spend. Just as importantly, their playbooks vary widely, letting brands find the right mix of owned, earned, and off-social levers. And for those able to activate and sustain these virtuous cycles, the payoff is unprecedented.
Ask us for case studies.
