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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 1,748 TikTok and 1,199 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 is dominating TikTok with a 61.9 average DSP score versus Spotify's 55.0 and Amazon Music's 48.2, driven by high-ER celebrity moments like the MAYHEM Requiem teaser (24.8% ER) and Dermot Kennedy's J. Cole co-sign (6.7% ER)—content that feels like exclusive access rather than playlist promotion. On Instagram, Apple Music extends its lead even further with a 69.3 average score, anchored by the ivestarship/SZA radio takeover (693.9 score, 8.4% ER), while Spotify and Amazon Music lag at 20.4 and 25.1 respectively, suggesting both struggle to translate their TikTok momentum to Instagram's format. Amazon Music shows an unusual strength inversion, performing relatively better on TikTok (48.2 avg) than Instagram (25.1 avg)—a 23-point gap that reflects stronger casual, meme-driven content like the "Dad test" post (8.6% ER) that resonates on short-form video but doesn't carry over to the more curated Instagram feed. Spotify maintains consistency across platforms but lacks the celebrity exclusivity that's clearly moving the needle at Apple, which has weaponized radio takeovers and studio sessions as signature DSP-winning moments.
The Moment: BTS's May 2026 Rolling Stone coverage is the dominant force right now, commanding 12.1% of peak viral posts—substantially higher than its 9.1% share in the broader landscape, signaling a genuine surge rather than baseline noise. This is being amplified by behind-the-scenes content (the "2.0" MV short film) and individual member spotlights (Jin and RM features), creating multiple entry points for engagement. Champions League and political commentary hold steady at 6.5% and 6.2% respectively, suggesting sports and politics remain consistent draws, while brand collaborations (Laufey × Chanel) and newer K-pop acts like ENHYPEN and Tyla round out the viral mix. The pattern holds in the broader dataset, confirming BTS's durable pull rather than a momentary spike.
What They're Actually Seeking: This audience is chasing social status and cultural proximity above all else—the BTS/Rolling Stone collateral works because it signals prestige access, while Laufey's Chanel partnership trades on the same currency. But identity and belonging run a close second, particularly visible in how K-pop fandoms (BTS, ENHYPEN) drive engagement through member-specific posts and inside-joke aesthetics (ENHYPEN's emoji language). Values and boundaries matter too, evidenced by the political commentary anchored to figures like Bernie Sanders and Governor Newsom. What's notably absent is story and lore (1.9%)—this audience isn't seeking narrative depth or escapism as much as immediate cultural markers and tribal affiliation. They want to signal who they are now, not who they might become.