Syncly Social Index
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Makeup
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MAC on video, October 2026
Lip products, seasonal looks and tutorials are recurring contexts for MAC. MAC scores 47.2 on the Syncly Social Index, ranking #8 in the makeup panel, down 1 places from September. This report covers October 1 through 31, 2026.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
The strongest component scores are momentum (100/100) and sentiment (100/100). MAC appears in 2,773 videos and accounts for 8% of this ten-brand panel’s volume. Its share of the tracked beauty video conversation is up 17.1% from September after normalizing each month’s collection.
The lowest component scores are untagged exposure (0/100) and creator breadth (0/100). 8.3% of matching videos reach 100,000 views; the top ten creators account for 6.3% of volume. Untagged exposure is 8.3% of the reviewed sample. Among 54 sampled videos not labeled sponsored, 8 are positive and 0 negative. Component scores are relative to the category panel.
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
Oct 1 (135 videos): Models a black dress at a MAC Cosmetics event. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 10 (122 videos): Demonstrates a romantic date-night makeup look. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 14 (117 videos): Creates a blue eye look and completes the full face. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Common extracted terms include mac (2,040 videos), makeup (1,344 videos), lipstick (1,129 videos). Demonstrates a ten-minute natural makeup routine (10,888,728 views). This example illustrates a matched video and does not explain the whole conversation. The most-mentioned products among those tracked are Lip Pencil in Chestnut (211 videos, share up 8% from September); Frost lipstick relaunch (154 videos, share up 1884.4% from September); Lipglass (124 videos, share up 28.3% from September). Product queries can overlap.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Lip Pencil in Chestnut | 211 | +8% |
Frost lipstick relaunch | 154 | +1884% |
Lipglass | 124 | +28% |
Lip Pencil in Whirl | 120 | +52% |
Velvet Teddy lipstick | 84 | −4% |
Lustreglass | 78 | −25% |
Top keywords
Top hashtags
Where and who
Instagram Reels 40.9% (1,135 videos), TikTok 39.7% (1,101 videos), YouTube Shorts 19.4% (537 videos). Of 1,101 TikTok videos, 262 (23.8%) are labeled sponsored and 839 are not. The most active matched accounts are @maccosmetics (49 videos), @KelseyAlfred (21 videos). Among videos with a known creator location, US (611 videos), GB (221 videos) lead. Location does not identify the audience.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
8.3% of sampled videos contain the brand in video-derived text without naming it in the caption, title or hashtags. Open a reviewed video with a video-derived brand mention (2,000,000 views). Open a reviewed video with a video-derived brand mention (806,600 views). The non-sponsored sample contains 0 negative videos out of 54; it is a selected review sample, not a population estimate.
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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.