Syncly Social Index
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Makeup
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MAC on video, September 2026
MAC is the only top-10 makeup brand whose short-form video lives mainly on Instagram, and its biggest moments came from Indian bridal content. Creators were warm toward it, with no negative videos in our sample, but it had the smallest volume and the slowest growth but one. It scored 48.3 on the Syncly Social Index, seventh among the top 10 makeup brands.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
MAC maxes out two components. Untagged share is 22.7%, second only to Charlotte Tilbury, as creators name MAC shades out loud without tagging the brand. Sentiment also scores top marks: 33% of sampled organic videos were positive and none negative. Reach is solid, with 5.8% of videos passing 100k views.
Three components score at or near zero. MAC had 6.9% of makeup panel mentions with 3,160 videos, the smallest share; its share of beauty video grew only 6% from August; and its top 10 creators made 4.6% of its videos, the narrowest base in the panel, led by the official @maccosmetics account with 34.
Key numbers
change in share of category videos vs. the prior month
Most-viewed MAC videos
The most-viewed videos mentioning the brand this month.
A month of MAC videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What MAC videos are about
Sep 11 (125 videos, the month's peak): a "shade twins" foundation list included Studio Fix in NC35 (300K views, watch).
Sep 14 (124): an event lip combo layered a Lipglazer liner, Ruby Woo and a Lustreglass tint (172K, watch).
Sep 3 (123): a natural bridal look built entirely on MAC, from Studio Fix Fluid to Fix+ (1.3M, watch).
MAC videos are about lips. "Lipstick" appeared in 1,004 videos, "lip combo" in 421 and #lipcombo on 389, the brand's top hashtag after #makeup and #maccosmetics. Lip liners and pencils were named in up to 1,686 videos, though the MAC query itself includes "mac lip liner". The new Studio Radiance Skin Tint Stick (395) is its growth product, pushed by official "MAC in a minute" Reels with Doja Cat (1.0M, watch). The classic Spice and Whirl liners lost 21% of their share.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Lip liners and pencils | 1,686 | |
Studio Radiance Skin Tint Stick | 395 | |
Studio Fix (fluid, powder, concealer) | 203 | |
Lip Liner in Spice / Whirl | 161 | −21% |
Lustreglass lipstick and stain | 139 |
Top keywords
Top hashtags
Where and who
Instagram Reels carried 42% of MAC videos, TikTok 40% and YouTube Shorts 18%, making MAC the only panel brand where TikTok is not the largest platform. On TikTok, 15% of videos were sponsored and none of those passed 100k views, against 5.7% of organic TikToks. Its two most-viewed videos came from India: a bridesmaid trial at a MAC store (6.4M, watch) and a bridal look with @maccosmeticsindia (5.1M, watch).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
MAC is often named by shade rather than tagged. A Macy's GRWM opens with "this liner from Mac in the shade Costa Riche" and never tags MAC (2.5M views, watch). A Shrek-themed first-date GRWM uses "Mac in Unsweet" blush, also untagged (2.2M, watch). Some creators tag the brand as "@M·A·C Cosmetics", which simple text matching can miss. None of the 66 organic videos sampled were negative.
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Brands mentioned alongside MAC
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.