What these numbers
can and cannot prove
Every claim on this site points at something you can open: a public post, the words spoken in it, and the relationship the public record showed on the day we looked. This page is the rule set behind that — how a post gets here, what each label is allowed to mean, and the four things we will not pretend to know.
How a post gets here
We do not crawl everything. We go looking for the posts that travelled, then read each one from its own transcript and frames.
Three passes per brand: the brand’s own name and handles, the creators already posting for it, and the audience that watches them. Anything the pass finds is a candidate, whoever posted it.
We keep posts that ran past the creator’s own normal, plus enough ordinary ones to know what normal was. That makes this a sample of breakouts, not an index — and it is the single biggest thing to hold in mind when you read a count here.
Transcript and frames come out of the video. Views, likes and the posting date are the public counters on the day of capture; they are not refreshed behind your back, and every page says which day it is looking at.
We look for a disclosure, a creator code, a tracked link, a program name, a bio line. Whatever we find is quoted on the post. Whatever we do not find stays empty.
What a label is allowed to mean
A label describes the public record, not the money. 6,526 of 23,961 posts carry a traced relationship; the other 17,435 say unknown — and unknown is never rounded up to organic.
A placement the public record shows: a platform disclosure, an #ad in the caption, or an explicit sponsored statement.
A tracked link or a personal discount code. The creator is paid on the results, not necessarily for the post.
A named creator program the brand runs. Posting is the job; the fee is usually not public.
A standing role the creator states in the bio or the brand names publicly.
A prize or a giveaway the post competes for.
We looked and found no commercial tie, and the creator posts about competing tools too. Never proof that no money moved.
What a multiple means
A breakout multiple compares a post to the creator who posted it, never to another creator. 21,374 of 23,961 posts have one.
Paid postA disclosed ElevenLabs placement by @socialswithmehr.
The multiple is a ratio, not a verdict: it says this post left that creator’s normal far behind. It does not say the brand caused it, and it does not compare her to anyone else. We compute it only when at least ten of the creator’s recent posts carried a public number — otherwise the field stays empty.
One post is not a result
The distribution is the finding. A single number, picked out of a batch, will mislead you in either direction.
Both are real and both are the brand’s. Read either one alone and you get a different company. This is why every page here gives you the batch — how many creators ran a play, how many of them beat their own normal — before it gives you the biggest number in it.
Which layer a machine wrote, and which a person did
The two are kept apart on purpose, because they fail differently: a machine mostly fails loudly, a judgment can be wrong quietly.
Transcripts, frames, counters, dates, the arithmetic of a multiple, and which structure a script follows. If there is anything you can see it against the post.
23,961 postsThe beat-by-beat reading, what each line is doing to the viewer, the verdict, and the playbook a set of posts is filed under. Written after watching, against a written rule set, and reviewed. You are allowed to disagree with it.
854 posts carry a beat-by-beat readingWhat this will not tell you
No page here knows what a brand paid. A stamp names a relationship; it never carries a fee.
We hold the posts that broke out, not every post a brand has ever had. Counts describe this library, not the platform.
A post that beats its creator’s median tells you the post travelled. It does not tell you the script is why, and it cannot tell you what it sold.
A play that worked across creators is a better bet than one that worked for one. It is still a bet, and the next batch is where you find out.