Syncly Social Index
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Hair
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Dyson on video, September 2026
Dyson led the hair panel on the Syncly Social Index in September with a score of 78.3, first of 10. It had the most videos, the most videos over 100k views and the widest creator base. The new Airsmooth went from 3 videos in August to 274 in September.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Dyson scored 100 on four of six components: share of voice (26.2% of hair panel mentions), organic sentiment (53% of non-sponsored sampled videos positive), high reach (7.2% of videos passed 100k views) and creator breadth (the top 10 creators made 3.5% of videos). Momentum scored 88.9 as mentions more than doubled from August.
Its one weak spot is untagged share, which scored 0. Only 12% of sampled videos showed or said Dyson without naming it in the caption, since people who use a Dyson tend to name it. Note that the Dyson query also catches some vacuum, pet-hair and other non-hair videos; 215 videos (9.4%) used cleaning words such as vacuum, mop or V16.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Dyson videos
The most-viewed videos mentioning the brand this month.
A month of Dyson videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Dyson videos are about
Sep 11 (123 videos), the month's peak: the top video was a hotel hair wash and Airwrap blow-dry in Italy, where the creator notes her US Airwrap does not work in Europe (314K views, watch).
Sep 30 (120): the most-viewed video that day was a V16 Piston vacuum launch post from India, which we exclude. The top hair video showed the Airstrait on wet curly hair (565K, watch).
Sep 29 (109): a creator unboxed a Dyson she won and asked whether it beats her Shark (1.3M, watch). Part of the late-month rise came from V16 vacuum launch posts.
Dyson videos are about styling tools. The Airwrap appeared in 979 videos and doubled its share from August. The Airsmooth blow-dry brush was new: 274 videos after 3 in August, with tests on curly hair drawing millions of views (watch). The Supersonic (167) and Airstrait (158) followed. Common terms were blowout (306 videos), volume (184), curl (127) and frizz (93).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Airwrap | 979 | +103% |
Airsmooth | 274 | +7881% |
Supersonic | 167 | +46% |
Airstrait | 158 | +65% |
Top keywords
Top hashtags
Where and who
TikTok carried 64% of Dyson videos, Instagram Reels 34% and YouTube Shorts 2%. Only 141 of 1,465 TikToks (9.6%) were sponsored, and organic TikToks did slightly better: 6.7% passed 100k views against 5.7% of sponsored ones. Official Dyson regional accounts such as dyson_mx and dyson_pl were among the most active posters, but no account made more than 11 videos. Most videos with a known location came from the US (655), followed by the UK (149).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Untagged mentions were rare. In the sample, a 1.9M-view vlog from a luxury spa in China mentions Dyson hair dryers in the voiceover without tagging the brand (watch). The largest untagged sample video was off-topic: a 2.0M-view Dyson vs Bissell pet-hair vacuum comparison (watch). Negative reactions were few; one 1.3M-view clip pokes fun at people who use an Airwrap (watch).
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Brands mentioned alongside Dyson
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.