Every brand mentioned in three or more videos across the dataset, ranked by total mentions, views, interactions, or share of mentions that happened only in spoken audio. Each video counts a brand once even if mentioned multiple times.
| # | Brand | Country | Mentions | Views | Interactions | Shadow reach % |
|---|
Same dataset, model-level. The 911 isn't surprising. The Civic at #2 by mentions might be. Sort and filter the same way as brand-level. Every model mentioned in three or more videos.
| # | Model | Country | Mentions | Views | Interactions | Shadow reach % |
|---|
Most listening tools index the caption — what creators type. Half of brand mentions never appear there. They live only in the spoken audio. That's shadow reach. Below: the conversation broken into six topics, the way people on social actually talk about cars.
Share of brand-mention videos that touched each topic. A single video can cover multiple topics — performance and lifestyle often overlap. Pick a brand to see how its conversation differs from the average.
Every legacy automaker is trying to sell EVs into a saturated market. Below: what people on Instagram and TikTok actually evaluate when an electric car appears on screen — across EV-relevant videos.
Share of EV-relevant videos that mention each aspect. Range still leads. Tech and screens are catching up. Charging speed and battery life — the things engineers care about most — get a fraction of the airtime.
A handful of EV-tagged videos from the dataset, ranked by views. Translations are added below non-English captions.
European OEMs are watching the rise of Chinese auto brands with concern. Chinese brands appeared in the dataset, named in videos. Below: which ones, what people actually say about them, and a sample of the conversation.
Share of Chinese-brand videos that surface each angle. Range and performance lead. Skepticism and "beats Western brands" are real but small. The conversation is more constructive than European brand teams might expect.
A sample of the most-watched Chinese-brand videos in the dataset. Non-English captions are translated to English in italic below.
This report wasn't built with hashtag tracking or caption-only listening. It was built with frame-level video search — vision models that watch what's on screen, audio transcription that captures what's said, across every public video on Instagram and TikTok.
Most social listening tools were built when video was a small share of social. They rely on hashtags, post text, and bio metadata. That worked when posts were text and images — it doesn't work when 70% of attention is on Reels and TikTok.
When we tracked car brands across both layers — caption and spoken audio — we found that 51% of mentions happened only in audio. Half the conversation is invisible to anything that doesn't transcribe and search the audio.
This report covered cars. The same hidden layer exists in beauty, fashion, luxury, tech, food & beverage — anywhere creators talk to camera. Book a 30-minute demo and we'll run a live shadow-reach pull on your brand and three competitors.