The boardroom version: Running shoes are a visual-first conversation — 3,273 videos show people holding shoes on screen, yet only 28% of those videos tag a brand in their caption. That means 72% of brand exposure is invisible to traditional social listening tools that only scan text and hashtags. AI Vision is the only way to see the full picture.
→ If you're only tracking captions, you're measuring a quarter of your market.
TikTok generates 2.2x the views and 1.9x the engagement rate (5.76% vs 3.06%) — but Instagram's 1,061 videos still carry 126M views of value.
January peak: New Year fitness resolutions drove a 4x surge from late November. December's 124M views signal strong holiday gifting content.
01
Nike leads mentions (216) but its engagement rate (4.48%) trails New Balance (5.04%) and Jordan (5.07%)
Volume ≠ resonance. Smaller brands are earning deeper audience connection per impression.
02
Long-form videos (60-180s) drive 5.55% engagement — 1.3x higher than short clips under 30s
Running shoe buyers want depth: reviews, comparisons, and on-foot tests outperform quick showcases.
03
106 videos mention brands only in spoken words — never in captions — reaching 6.6M invisible views
Traditional social listening misses this entirely. Oriane's Spoken Words filter catches what text tools can't.
Nike owns the volume. New Balance owns the conversation. While Nike leads with 216 brand mentions and 28.1M views, New Balance videos average a 5.04% engagement rate — the highest among major brands. Jordan follows at 5.07%. The gap: Nike is omnipresent but passive; New Balance fans are genuinely engaged.
→ If you're benchmarking, track engagement rate per mention, not just mention count.
| # |
Brand |
Mentions |
Total Views |
Avg Views/Video |
Avg ER |
Share of Voice |
| 1 |
Nike |
216 |
28.1M |
130,172 |
4.48% |
29.4%
|
| 2 |
Adidas |
131 |
10.5M |
80,389 |
4.63% |
17.8%
|
| 3 |
ASICS |
69 |
5.0M |
71,993 |
3.63% |
9.4%
|
| 4 |
Puma |
50 |
3.2M |
63,998 |
4.64% |
6.8%
|
| 5 |
Brooks |
47 |
3.6M |
75,567 |
4.64% |
6.4%
|
| 6 |
Hoka |
39 |
2.2M |
56,657 |
3.55% |
5.3%
|
| 7 |
New Balance |
38 |
1.2M |
30,605 |
5.04% |
5.2%
|
| 8 |
Jordan |
34 |
3.3M |
96,390 |
5.07% |
4.6%
|
| 9 |
Skechers |
28 |
4.0M |
141,108 |
3.48% |
3.8%
|
| 10 |
Salomon |
27 |
692K |
25,642 |
3.84% |
3.7%
|
🔦 SHADOW REACH — Spoken-Only Brand Mentions
These brands were mentioned in speech but never typed in the caption. Traditional listening tools (Brandwatch, Meltwater, Talkwalker) cannot detect this. Only Oriane's Spoken Words AI can.
| Brand | Shadow Videos | Shadow Views | What this means |
|---|
| Nike | 36 | 1.22M | 17% of Nike mentions exist only in spoken audio |
| ASICS | 12 | 1.92M | Highest shadow views per video — huge hidden footprint |
| Puma | 7 | 1.35M | 14% of Puma mentions are speech-only |
| Adidas | 26 | 1.04M | 20% of Adidas reach is invisible to text-based tools |
| New Balance | 11 | 791K | 29% of NB mentions are only in speech — highest ratio |
| Brooks | 9 | 202K | 19% of Brooks talk happens off-caption |
| Hoka | 5 | 49K | Smaller shadow footprint — Hoka fans tend to tag |
ASICS has the largest shadow reach per video: just 12 untagged spoken mentions generated 1.92M views — an average of 160K views per shadow video. If you're ASICS, you're drastically underreporting your actual video presence using legacy tools.
→ Use Oriane's Spoken Words filter to audit your real share of voice. The caption is only half the story.
Volume and engagement diverge — and that's the insight. "Running/Jogging" has the most videos (457) but one of the lowest engagement rates (4.42%). Meanwhile, "Walking/Steps" content — just 61 videos — crushes it at 6.05% engagement. The audience craves practical daily-life content, not just performance running.
→ Don't just make running content. Make "10K steps in these shoes" content — it's where the engagement lives.
SORTED BY ENGAGEMENT RATE (HIGHEST FIRST)
Collection/Haul
61 videos
Long 60-180s
1,265 videos
Longer wins. 60-180 second videos are the sweet spot — they're both the largest category (1,265 videos) and among the highest-engaging (5.55%). Running shoe audiences want substance.
736
VERIFIED VIDEOS
220.2M views
299K avg views
2,537
NON-VERIFIED
179.3M views
70.7K avg views
Verified accounts capture 55% of all views with just 22% of the videos. But non-verified creators produce 3.4x more content — the long tail matters.
@baderalsafar is an outlier machine: 10 videos, 71.7M views. But this is ASMR/mukbang content where running shoes appear on-screen, not traditional sneaker content. Strip that out, and @eirenfutbol (13 videos, 10.2M views, 10.1% ER) and @conallriceee (2 videos, 13.1M views) are the real running shoe powerhouses.
→ AI Vision finds every shoe on screen — including incidental appearances. Cross-reference with caption intent for partnership decisions.
| # | Creator | Platform | Videos | Total Views | Followers | Avg ER |
|---|
| 1 | @baderalsafar | TikTok | 10 | 71.7M | 35.3M | 3.2% |
| 2 | @conallriceee | TikTok | 2 | 13.1M | — | — |
| 3 | @eirenfutbol | TikTok | 13 | 10.2M | 559K | 10.1% |
| 4 | @chrisbrownofficial | IG | 1 | 8.3M | — | — |
| 5 | @handluggageonly | TikTok | 1 | 7.4M | — | — |
| 6 | @lidlitalia | IG | 2 | 6.3M | — | — |
| 7 | @priya.p.varrier | IG | 1 | 6.3M | — | — |
| 8 | @brawlstars | TikTok | 1 | 5.6M | — | — |
| 9 | @insertrichie | TikTok | 1 | 5.5M | — | — |
| 10 | @manelparletrop | TikTok | 1 | 5.2M | — | — |
122
NANO <10K
3.9M views
4.97% ER
1,525
MICRO 10-100K
55.0M views
4.71% ER
1,317
MID 100K-1M
139.0M views
4.93% ER
309
MACRO 1M+
201.7M views
5.50% ER
Macro creators defy the usual pattern: In running shoes, 1M+ follower accounts deliver both the highest reach (201.7M) and the highest engagement (5.50%). This category rewards authority and trust — micro-influencer strategies alone won't win here.
Creators with 2+ videos, 50K+ total views, and above-average engagement rates. These are under-the-radar talents worth watching.
@minsugaah5h
84.4K followers · TikTok
13.3%Avg ER
206KViews
2Videos
@atigax
70.7K followers · TikTok
9.9%Avg ER
52.7KViews
6Videos
@baskadevila
72.1K followers · TikTok
9.2%Avg ER
93.6KViews
6Videos
@jaimolv17
30.9K followers · TikTok
8.4%Avg ER
749.9KViews
2Videos
@to.fourneau
36K followers · TikTok
7.6%Avg ER
100.6KViews
5Videos
@runwithliss
71K followers · TikTok
7.2%Avg ER
406.2KViews
2Videos
| # | Creator | Platform | Videos | Total Views | Followers | Avg ER |
|---|
| 1 | @mbm_uno | TikTok | 9 | 117K | 205K | 48.2% |
| 2 | @realmadridfem | IG | 3 | 222K | 8.9M | 15.7% |
| 3 | @eirenfutbol | TikTok | 13 | 10.2M | 560K | 10.1% |
| 4 | @ilse_asmr_pikafresita | TikTok | 3 | 448K | 309K | 9.2% |
| 5 | @hauskris | TikTok | 3 | 76K | 574K | 9.1% |
| 6 | @sr4ujosh | TikTok | 11 | 239K | 212K | 8.0% |
| 7 | @prodirectsoccer | TikTok | 10 | 690K | 2.1M | 7.9% |
| 8 | @bruna.ianhez | TikTok | 5 | 435K | 831K | 7.8% |
This report was generated from a single Oriane search: "People holding running shoes" using AI Vision search. Here's how each Oriane capability powered the insights you've seen:
01
🕵️ Spy on Your Competitors
Use the "Published by" filter to add competitor accounts, then sort by most-viewed. Instantly see what content formats and products are winning for Nike, Adidas, ASICS, Hoka, and any brand you track.
In this report: We detected 15+ shoe brands across 3,273 videos. Nike leads volume (216 mentions) but Jordan and New Balance lead engagement — a gap no caption-only tool would surface.
02
👁️ Search by What's On Screen
Oriane's AI Vision filter lets you describe what you want to find — "person holding running shoes" — and the system locates it inside the video frames. No tags, no captions, no hashtags needed.
In this report: Every one of these 3,273 videos was found by AI Vision — many have zero mention of "running shoes" in their captions. Traditional tools would never find content like @baderalsafar's ASMR videos (71.7M views) where shoes appear visually but aren't tagged.
03
🗣️ Hear What People Say About Your Brand
Use the Spoken Words filter to type any brand, product, or keyword. Oriane finds every video where it's said out loud — even with no caption, tag, or hashtag. This is the "shadow reach" that legacy tools completely miss.
In this report: We identified 106 videos where brands are mentioned only in speech, generating 6.6M+ shadow views. ASICS has the most concentrated shadow reach — 1.92M views from just 12 spoken-only mentions that no text tool can find.
04
📊 Export the Data. Let AI Build the Strategy.
Download any Oriane search as CSV → drop it into Claude, ChatGPT, Gemini, or any LLM → get a competitive benchmark, content calendar, creator shortlist, or brand safety report in seconds. This report is proof of that workflow.
You're looking at it: This entire 5-tab intelligence report was generated from a single Oriane CSV export + an AI assistant. The data pipeline: Oriane search → CSV download → AI analysis → interactive report. Time from export to insight: minutes, not days.
Why this matters: Brandwatch, Talkwalker, and Meltwater rely on text — hashtags, captions, @mentions. They miss ~80% of brand presence in video. Oriane adds visual frame recognition (what's on screen), spoken word transcription (what's said out loud), and audio analysis. The result: you see the full picture, not just the caption.
→ Proof point: ASICS had 1.92M shadow views that zero text-based tools could detect.
STRATEGIC RECOMMENDATIONS
Seven specific, data-backed actions derived from analyzing 3,273 running shoe videos. Each recommendation is tied to a finding from this report and framed as a decision you can make this week.
01
Invest in 60-180 second review content — stop over-indexing on short clips
The data is clear: long-form review and comparison videos (60-180s) deliver 5.55% engagement — 22% higher than sub-30s clips. Running shoe buyers want to hear someone walk them through cushioning, fit, and durability. Fund creators to make "real review" content, not 15-second showcases.
📊 Backed by: 1,265 long-form videos at 5.55% ER vs. 920 short-form at 4.55%
02
Build a "daily steps" content series — the highest-engaging theme is under-served
"Walking/Steps" content has the highest engagement rate in the dataset (6.05%) but only 61 videos. Compare that to "Running" at 457 videos but 4.42% engagement. The white space: everyday comfort content ("10K steps in these shoes") resonates more than performance running content. Commission a creator series around daily step challenges.
📊 Backed by: Walking/Steps 6.05% ER (61 videos) vs. Running 4.42% ER (457 videos)
03
Audit your real share of voice — add Spoken Words tracking to every brand health report
Between 14% and 29% of brand mentions happen only in speech. If you're New Balance, nearly a third of your running shoe video presence is invisible to Brandwatch or Meltwater. Run a monthly Oriane Spoken Words search for your brand + top 5 competitors. Compare "caption mentions" vs. "spoken mentions" to get the true picture.
📊 Backed by: 106 shadow videos, 6.6M views, New Balance highest shadow ratio at 29%
04
Partner with @eirenfutbol — 10.2M views at 10.1% engagement is rare
Among creators with 3+ videos and 50K+ total views, @eirenfutbol on TikTok stands out: 13 videos, 10.2M views, and a 10.1% engagement rate on football/sports content. This is the kind of engagement that paid ads can't buy. For any athletic footwear brand, this is a priority outreach target.
📊 Backed by: @eirenfutbol — 559K followers, 13 videos, 10.2M views, 10.1% ER
05
Don't dismiss macro creators — in running shoes, authority wins
Unlike most categories where micro-influencers outperform on engagement, running shoe content defies the pattern. Macro creators (1M+ followers) deliver 5.50% ER — the highest of any tier. Running shoes are a trust-driven purchase; audiences gravitate toward established voices. Allocate 60%+ of creator budget to mid-tier and macro partners.
📊 Backed by: Macro 5.50% ER, Mid 4.93%, Micro 4.71%, Nano 4.97%
06
Run an AI Vision search monthly for your product on screen — not just in captions
This report found 3,273 videos where running shoes appear on screen. Many of these — ASMR videos, outfit videos, travel vlogs — would never be found by caption-based search. Schedule a monthly Oriane AI Vision search for "[your product] on screen" to discover unexpected contexts where your brand shows up.
📊 Backed by: 72% of videos in this dataset have no "running shoes" in their captions
07
Capitalize on January's New Year fitness surge — plan campaigns for December launch
January 2026 saw a 4x spike in running shoe content vs. November, driven by New Year fitness resolutions. December also surged (124.3M views) with holiday gifting. Plan your next paid creator push for late November launch to ride both the gifting wave and the January fitness moment. Seed content early so it's in the algorithm by Jan 1.
📊 Backed by: Jan 1,066 videos / 136.4M views vs. Nov 148 videos / 7.9M views