POWERED BY ORIANE.XYZ
VIDEO INTELLIGENCE REPORT
Out of 8,743 videos spoken-mentioning the word ‘gap’ on TikTok and Instagram, only 348 are actually about the Gap brand. The other 96% are tooth gaps, age gaps, and baseball gaps. This is the 4% that matters.
Of every 10 videos genuinely about Gap, 4 never type the brand name. Creators say it out loud and walk away. Text-based listening tools count zero. Oriane catches all of it.
In 39.9% of Gap-brand videos, the word ‘Gap’ is spoken aloud but never written. No caption mention. No #gap. No @gap tag. Just creators saying things like “you guys look like a Gap commercial” or “that Gap ad had us all in a chokehold.”
Brandwatch, Meltwater, and Talkwalker miss every one of these. Multimodal AI is the only way to count the conversation that’s already happening.
ORIANE EXCLUSIVE INSIGHTThe headline insights from 348 confirmed brand videos. Each backed by data the team can pull tomorrow.
The 25 videos referencing the ‘Sweats Like This’ Spring 2026 campaign with Young Miko drive a 10.57% engagement rate, 38% higher than Gap’s overall 7.64% average. Add KATSEYE's 13 videos at 10.74% ER and that's a single creative direction outperforming everything else.
Just 15 videos (4.3%) carry a sponsorship tag. The other 333 are creators choosing Gap on their own. Organic content drives a 7.77% engagement rate vs. 4.76% for sponsored. The audience can tell. Lean into earned, amplify the believers.
The 76 videos featuring Gap Kids or Baby Gap generate 3.1M views and a 13.04% engagement rate — the highest of any content theme. Twice the rate of denim, double mens style. The kids and baby segment is doing engagement work the brand isn’t loud about. It deserves a louder seat in the marketing mix.
The ‘Sweats Like This’ campaign with Young Miko, 26 Latin dancers, and KATSEYE dancing the milkshake is the most-discussed Gap moment in this dataset. Marketing creators are using it as a case study.
Young Miko, KATSEYE, Troye Sivan and Zac Posen as Gap Inc. creative director have given Gap a coherent cultural identity creators want to talk about — in Spanish, in dance, in fashion-week language.
The pattern: Gap is no longer the canvas, it’s the participant. Marketing-strategy creators (@nogood.io, @sailawaymedia) are reverse-engineering this approach for their own brands. The campaign is a proof-of-concept being studied in public.
When creators reach for Gap, they reach for these brands too. The list reveals where Gap sits in the modern wardrobe — and where the biggest threats and adjacencies hide.
Stylist @stylingwithkenzie put the question to her 1.3M followers in a 552K-view video. The framing matters: a fast-fashion price point with quiet-luxury aesthetic. That’s the cultural reposition.
333 of 348 brand videos are organic. The earned media engine is doing 96% of the work, and doing it 63% better than the paid posts on engagement.
The mid-tier (100K–1M followers) drives the highest engagement at 9.78%, beating macro creators by 51%. That’s where Gap’s next ambassador program lives.
| Creator | Followers | Views | ER | Tier |
|---|---|---|---|---|
| @trevorwallace✓ | 11.5M | 1,600,000 | 9.86% | MACRO |
| @chelseawhatthefuck | 262K | 1,100,000 | 16.89% | MID |
| @jack.savoie | 278K | 870,600 | 6.91% | MID |
| @makeupshayla✓ | 3.4M | 815,207 | 6.16% | MACRO |
| @asos✓ | 2.2M | 739,300 | 0.21% | MACRO |
| @jason_swet | 48.4K | 695,100 | 19.92% | MICRO |
| @stylingwithkenzie | 1.3M | 552,600 | 5.34% | MACRO |
| @sailawaymedia | 19.8K | 552,400 | 11.78% | MICRO |
| @niyaesperanza | 1.1M | 505,400 | 10.33% | MACRO |
| @lundenandolivia | 932K | 456,900 | 8.92% | MID |
| @nogood.io | 189.8K | 410,100 | 18.14% | MID |
| @olivialayne6 | 250.7K | 398,500 | 19.11% | MID |
| Creator | Followers | Views | ER | Tier |
|---|---|---|---|---|
| @astonemmm | 69K | 66,000 | 36.35% | MICRO |
| @sustainablefashionstyle✓ | 326K | 16,772 | 25.35% | MID |
| @danielfunnyashelll | 462.8K | 17,300 | 24.23% | MID |
| @makinnapulley | 29.7K | 22,700 | 23.61% | MICRO |
| @treat.queen | 99.8K | 12,900 | 21.17% | MICRO |
| @jason_swet | 48.4K | 695,100 | 19.92% | MICRO |
| @a.jarrodjenkins | 68.8K | 20,100 | 19.40% | MICRO |
| @olivialayne6 | 250.7K | 398,500 | 19.11% | MID |
| @nogood.io | 189.8K | 410,100 | 18.14% | MID |
| @trendyjosh__ | 23.1K | 10,900 | 17.10% | MICRO |
| @chelseawhatthefuck | 262.1K | 1,100,000 | 16.89% | MID |
| @rachel_muse | 315.6K | 134,900 | 16.45% | MID |
| Creator | Followers | Videos | Views | ER |
|---|---|---|---|---|
| @mairinrytting | 14K | 6 | 140,265 | 4.97% |
| @lifewithomeama | 15.3K | 6 | 37,624 | 3.24% |
| @sprucewoodboys | 75.1K | 5 | 57,547 | 9.83% |
| @abbikallyn1 | 9.9K | 5 | 394,407 | 3.52% |
| @jaxxchismetalk | 267K | 3 | 60,200 | 11.95% |
| @itsemmygirl | 20.5K | 3 | 20,706 | 4.08% |
| @maddymjewell | 76.1K | 3 | 21,947 | 5.61% |
| @allierosss | 838.7K | 2 | 85,700 | 13.25% |
| @diaryofisabelle | 174.7K | 2 | 74,800 | 9.32% |
37 creators have posted 2+ Gap videos in this period. 4 of them have posted 5+ videos. None of these are sponsored partnerships. They’re free word-of-mouth waiting to be formalized.
What creators say in their own voice when they’re not being briefed. The lexicon: ‘masterclass,’ ‘rebrand,’ ‘back,’ ‘taste,’ ‘iconic.’ This is the brand permission slip.
Denim leads on volume (37%), but kids and baby content leads on engagement at 13.04%. The gap between what creators talk about most and what their audiences react to most is the strategic opportunity.
Videos between 90 seconds and 5 minutes drive 9.77% engagement — double the rate of sub-30s clips. Gap audiences want depth: hauls, try-ons, marketing case studies. Quick-tip content underperforms by every measure.
Each tied to a specific data point in this report. Each meant to convert observation into action.
37 creators have posted 2+ Gap videos organically. 4 have posted 5+. None are paid. A structured seeding + early access program with @mairinrytting, @sprucewoodboys, @abbikallyn1, @lifewithomeama and @jaxxchismetalk locks in loyalty before competitors notice. Cheaper than cold outreach, far more authentic.
The campaign drives 38% above-benchmark engagement and is being studied as a case study by marketing creators in real time. Extend the model: pick the next cultural co-signer (Latin music, K-pop, indie pop), let them co-author the campaign rather than star in it. The audience rewards the shift from advertiser to participant.
13.04% engagement is the highest theme in the dataset, double mens style and double maternity. Yet kids barely shows up in the Spring 2026 cultural rebrand narrative. A standalone Gap Kids creator drop — with the same Young Miko-era confidence — could compound across mom and family TikTok faster than any other vertical.
Sub-30-second content drives 4.90% engagement, half the rate of 90s–5 min videos. Brief paid partners on a 90-180 second floor. Gap's audience is here for the haul, the try-on, the 5-minute breakdown of why the Spring 2026 capsule actually works. Reward depth in the brief, not punchlines.
H&M is the only co-mentioned competitor outperforming Gap on engagement (9.03% vs 7.64%) at meaningful scale. Their fast-fashion price + trend-chasing model is creeping into Gap's ‘quiet luxury at affordable price’ territory. Counter-position publicly: cotton quality, fit consistency, the ‘not made to last one season’ story.
139 videos and 8.4M views are invisible to text-based listening. If the team is reporting Gap's social reach using Brandwatch numbers, the team is undercounting by ~40%. Add multimodal detection (Oriane) to the monthly reporting stack — it changes how every campaign is measured against benchmark.
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