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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.
Apple Music leads on blended engagement with an average score of 10.1, comfortably ahead of Spotify (7.6) and well clear of Amazon Music (2.0). Apple is the leader on both platforms — it tops TikTok by a wide margin (28.9 vs Spotify's 20.9) and edges Spotify on Instagram (2.8 vs 2.6) — so there's no split verdict this cycle. The single highest-scoring post is Apple Music's TikTok with Latto and Newery on "music and motherhood" (the Big Mama conversation), at 128.9.
Right now the feed is being run by Victor Wembanyama and the Spurs. The emotional Game 7 win and the Finals berth are the single loudest moment in the data — Wemby is the top trending subject (9.1% of the live top 50), and once you widen out to the broader landscape the Spurs story compounds across "NBA Finals" and "Spurs" tags too, so this isn't a flash, it's a multi-day cultural event with real legs. Sharing the spotlight is Aaron Parnas, whose rapid-fire daily political dispatches (those bare "5/31" titles) make him the most prolific subject in the broad set at 11.1%, alongside the Euphoria season-three finale, a tear-jerker Firehouse Dog rescue, and the chaotic Paris Riots that erupted out of PSG's Champions League celebrations. The Trump cluster (the misspelled-watch story, the trust disclosures) is steady but lower-volume — durable background noise rather than a spike.
What the motivation mix tells us is that this is a civically-charged, emotionally-driven audience rather than a pure entertainment crowd. Values & Boundaries is the dominant driver at a striking 33.1%, powered by the political news creators — Aaron Parnas, Cory Booker, the Lincoln Project, Occupy Democrats — who are framing nearly everything as activism, controversy, or moral stakes. Emotional Meaning is close behind at 26.3%, and it's carried almost entirely by The Dodo's animal-rescue catharsis and the Firehouse Dog story, plus the quieter comfort-and-affirmation creators. Identity & Belonging (9.8%) and Social Status (8.0%) show up mostly through sports — the skill-appreciation reactions to Wemby, SGA and the Spurs rookies — while Private Escape stays small. The takeaway for Amazon Music: this audience leans into meaning and stakes, so the cultural moments that travel here are the ones with a clear emotional or values payload, not just spectacle.