Overview
The Influencers and Brands section helps you understand the brands, public figures, products, and creators that are most relevant to your audience on TikTok.
Insights in this section are derived from video captions and transcripts published by audience members. By analyzing these references and mentions, TikTok Insights helps surface the entities that are most commonly associated with the audience and their interests.
These insights can be useful for identifying partnership opportunities, understanding audience affinities, evaluating brand relevance, and uncovering the people and products that influence audience behavior.
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Brands
The Brands panel highlights the brands that have the strongest presence within your audience's conversations and content.
Brand references are identified from video captions and transcripts published by audience members during the previous 90 days. This allows you to understand which brands are most commonly discussed, referenced, or associated with the audience.
For each brand, the report includes:
- % (Penetration): The percentage of audience members who mentioned the brand at least once.
- Mentions: The total number of times the brand appeared across the analyzed content sample.
The panel displays the top 20 brands by default. To explore additional results, select Full Table to view up to 100 brands.
Public Figures
The Public Figures panel highlights the people who are most frequently referenced by the audience.
This may include celebrities, influencers, creators, athletes, politicians, business leaders, or other public personalities that appear within audience-generated content.
Public figure references are identified from video captions and transcripts published during the previous 90 days.
For each public figure, the report includes:
- % (Penetration): The percentage of audience members who referenced the individual at least once.
- Mentions: The total number of references identified across the content sample.
The panel displays the top 20 public figures by default. To view additional results, select Full Table to access up to 100 public figures.
Products
The Products panel highlights products that are frequently mentioned or discussed by the audience.
Product references are extracted from audience-generated video captions and transcripts from the previous 90 days, helping reveal the products that are most relevant to audience interests and conversations.
For each product, the report includes:
- % (Penetration): The percentage of audience members who mentioned the product at least once.
- Mentions: The total number of product references identified across the analyzed content sample.
The panel displays the top 20 products by default. To explore a larger set of results, select Full Table to view up to 100 products.
Authors
The Authors panel identifies the most active content creators within the audience sample.
Rather than measuring influence or popularity, this view focuses on content volume and highlights the individuals contributing the greatest number of posts within the analyzed audience.
For each author, the report includes:
- %: The percentage of all posts in the audience sample that were published by the author.
This view can help identify highly active contributors, recurring voices within the audience, and creators driving a significant portion of the conversation.
