Skittles
369
75.4M views
316 creators
Engagement
8.62%
Across TikTok and Instagram, 4,573 videos feature Mars snack brands in spoken words or on screen. 3,702 unique creators generate 653M+ views with zero paid amplification. None of this data exists in Brandwatch, Meltwater, or any legacy monitoring tool.
Two detection layers, one intelligence picture. Legacy social listening reads captions and hashtags. Oriane reads the actual video: what creators say (spoken-word AI) and what appears on screen (visual AI). Every data point in this report was invisible until now.
Spoken-word outperforms visual by 21% on engagement. When a creator actively says a brand name, audiences engage more. Skittles dominates because creators reference it in challenges, taste tests, and rankings. The brand is part of the internet's shared candy vocabulary.
When creators talk about Mars snacks, they often mention competitors in the same breath. This co-mention map reveals the competitive context Mars brands live inside creator culture.
* Mars-owned brands highlighted in gold. Based on 829 spoken-word videos.
Reese's is the #1 competitor in organic creator conversations. When people talk about Skittles, Twix, or M&Ms on camera, Reese's comes up 50 times, followed by Sour Patch Kids and Oreo. Mars also benefits from halo: Snickers (39) and Starburst (25) get pulled into conversations about other Mars brands.
Mars owns the organic candy conversation. 829 dedicated spoken-word videos and 178.8M views across just three brands. The full picture (Snickers, Starburst, Milky Way) would push these numbers even higher. Oriane can run the same analysis across every competitor portfolio.
Oriane identifies creators who mention Mars brands organically, without being paid. These are high-intent advocates. Below: top performers, multi-brand loyalists, high engagement, and tier breakdown.
| Creator | Platform | Followers | Videos | Views | Eng Rate | Brands |
|---|---|---|---|---|---|---|
| @ryantagcoffee | TikTok | 160.9K | 4 | 17.9M | 4.6% | SkittlesM&Ms |
| @druski ✓ | IG | 11.0M | 1 | 12.8M | 2.8% | M&Ms |
| @totallynotcam | TikTok | 2.4M | 2 | 9.8M | 10.2% | SkittlesM&Ms |
| @summerreignhenning | TikTok | 2.2M | 2 | 7.3M | 15.7% | TwixM&Ms |
| @eleonora.arcidiacono | TikTok | 769.5K | 4 | 4.3M | 8.5% | SkittlesTwix |
| @cstankk | TikTok | 354K | 1 | 3.7M | 17.5% | Skittles |
| @thelawyerangela | TikTok | 1.8M | 2 | 3.5M | 15.2% | Skittles |
| @danielledchung | TikTok | 61.1K | 1 | 3.3M | 10.3% | Twix |
| @steven ✓ | TikTok | 4.2M | 1 | 2.7M | 10.5% | M&Ms |
| @jamesisnotverynice | TikTok | 3.9M | 2 | 2.5M | 24.9% | M&Ms |
| @thechrisbarnett ✓ | TikTok | 6.9M | 2 | 2.4M | 13.8% | Skittles |
| @grwm._isaaa | TikTok | 6.0M | 1 | 2.1M | 16.2% | Twix |
@ryantagcoffee is the #1 organic Mars advocate with 17.9M views across 4 videos mentioning Skittles and M&Ms. A micro-creator (160K followers) outperforming mega-accounts on reach. This is the kind of creator legacy tools cannot find. Oriane surfaces them automatically.
| Creator | Followers | Videos | Views | Eng Rate | Brands Mentioned |
|---|---|---|---|---|---|
| @chatusup | 133.5K | 10 | 1.8M | 7.1% | SkittlesTwixM&Ms ALL 3 |
| @ryantagcoffee | 160.9K | 4 | 17.9M | 4.6% | SkittlesM&Ms |
| @totallynotcam | 2.4M | 2 | 9.8M | 10.2% | SkittlesM&Ms |
| @summerreignhenning | 2.2M | 2 | 7.3M | 15.7% | TwixM&Ms |
| @eleonora.arcidiacono | 769.5K | 4 | 4.3M | 8.5% | SkittlesTwix |
| @doughertydozen | 7.6M | 3 | 1.8M | 6.9% | SkittlesM&Ms |
| @hallieiseating | 1.2M | 2 | 1.5M | 8.0% | TwixM&Ms |
| @abbyexplainsitall | 1.6M | 2 | 572.6K | 12.0% | SkittlesTwix |
57 creators mention 2+ Mars brands organically. These are portfolio loyalists. @chatusup mentions all three brands across 10 videos. One partnership deal could amplify multiple brands simultaneously. Legacy tools cannot identify multi-brand organic advocates.
| Creator | Followers | Videos | Views | Avg Eng | Brands |
|---|---|---|---|---|---|
| @jamesisnotverynice | 3.9M | 2 | 2.5M | 24.9% | M&Ms |
| @b_woodard | 923.9K | 2 | 316.7K | 16.4% | M&Ms |
| @summerreignhenning | 2.2M | 2 | 7.3M | 15.7% | TwixM&Ms |
| @thelawyerangela | 1.8M | 2 | 3.5M | 15.2% | Skittles |
| @creativejawns | 18.7K | 5 | 142.1K | 15.2% | M&Ms |
| @thechrisbarnett ✓ | 6.9M | 2 | 2.4M | 13.8% | Skittles |
| @abbyexplainsitall | 1.6M | 2 | 572.6K | 12.0% | SkittlesTwix |
| @anidaslajaunie | 802.9K | 2 | 1.0M | 11.8% | SkittlesM&Ms |
@jamesisnotverynice delivers 24.9% engagement on M&Ms content. Paid influencer campaigns typically achieve 2-4%. These high-engagement organic creators represent ideal activation targets: they already love the product, their audiences trust them, and their content performs at 5-10x paid benchmarks.
The mid-tier (100K-500K) is the conversion engine. 1,136 creators deliver the best mix of reach and trust. Their audiences are large enough to matter but small enough to maintain authenticity. This is the tier most invisible to legacy tools and most valuable for paid activation.
Every time a creator opens a candy bar, stocks a pantry, or films a snack haul, Mars products appear on camera. No hashtag. No tag. No caption. Frame-level computer vision detects it all.
| Creator | Platform | Followers | Videos | Views | Eng Rate |
|---|---|---|---|---|---|
| @abigelic | TikTok | 6.9M | 1 | 15.4M | 9.8% |
| @sabbyandsophia ✓ | TikTok | 23.7M | 1 | 10.0M | 9.0% |
| @foodporn ✓ | TikTok | 5.4M | 1 | 7.5M | 2.2% |
| @naderjindaouifussball ✓ | TikTok | 3.9M | 2 | 7.3M | 9.6% |
| @katclark ✓ | TikTok | 8.0M | 2 | 6.4M | 13.3% |
| @debyfer__ | TikTok | 161.9K | 6 | 6.4M | 10.2% |
Visual detection captures what spoken-word misses. A creator filming a pantry tour shows a Twix bar on the shelf. They never say "Twix." No caption mentions it. But the visual AI sees the packaging. This is the vast majority of organic brand exposure in video, and it is entirely unmeasured by every other tool on the market.
Spoken-word is surging while visual stays consistent. Mars brands are shifting from passive product placement (visual) to active cultural conversation (spoken). Creators are choosing to talk about Mars snacks, not just show them. That is a leading indicator of brand health, and it is accelerating.
This is not incremental improvement. This is a category shift. Brandwatch reads captions. Meltwater reads hashtags. Neither can process actual video content. Every data point in this report was invisible to tools costing 30x more. For a company like Mars with 14+ snack brands, Oriane delivers portfolio-wide video intelligence at a fraction of one brand's legacy cost.
Oriane detects brand presence in untagged video content across TikTok, Instagram, and YouTube. Spoken words. Visual recognition. The content intelligence layer for the video-first internet.
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