Syncly Social Index
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Wellness & Functional Drinks
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Optimum Nutrition on video, September 2026
Optimum Nutrition scored 36.7 on the Syncly Social Index in September, eighth of 10 in wellness. Its share of wellness video grew 54% from August, the fastest in the panel after Bloom Nutrition, but much of that came from its own regional accounts. Creators rarely mention it without tagging it, and few organic videos were openly positive.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Momentum is Optimum Nutrition's best component at 88.9: its share of wellness video rose 54% from August, helped by creatine posts and a new protein beer. Share of voice scored 55.6 (7.1% of wellness panel mentions) and creator breadth 44.4 (top 10 creators made 12.3% of videos). High reach scored 33.3: 2.0% of videos passed 100k views, including an 11.0M-view HYROX explainer.
Two components scored 0. Only 6.5% of sampled videos mentioned the brand without tagging it, and 16.4% of non-sponsored sampled videos were positive. Most ON videos are product ads and how-to clips with a neutral tone, so the brand draws views but little open praise.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Optimum Nutrition videos
The most-viewed videos mentioning the brand this month.
A month of Optimum Nutrition videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Optimum Nutrition videos are about
Sep 15 (32 videos), the peak: ON's non-alcoholic protein beer reached creators. A Malayalam reaction video drew 753K views (watch).
Sep 03 (28): Instagram-led, with a creatine explainer from a Malaysian creator that ends on ON Creatine Plus (117K, watch).
Sep 11 (27): a nutrition creator with 2.3M followers broke down the protein beer's label and said the video was not paid (72K, watch).
Optimum Nutrition videos are about protein and training. 'Protein' appeared in 260 videos, and Gold Standard 100% Whey was the most-named product (277, up 18% in share from August); Double Rich Chocolate was the flavor named most (50). Creatine was the big riser: 138 videos, more than double its August share, mostly explainers that end on an ON tub (watch). The ChampionSips protein beer appeared in 13 videos after its September launch; a paid post describes it as a 10g-protein, under-0.5% ABV brew (watch). Serious Mass (22) and Pure Pro 35 (11) followed.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Gold Standard 100% Whey | 277 | +18% |
Creatine | 138 | +170% |
Serious Mass | 22 | −5.1% |
Protein beer (ChampionSips) | 13 | |
Pure Pro 35 | 11 |
Top keywords
Top hashtags
Where and who
Optimum Nutrition is the most Instagram-heavy brand in the panel: Reels carried 77% of its videos, TikTok 13% and YouTube Shorts 11%. Its videos also span many languages: 58% were in English, with Spanish (67), Hindi (21), Persian (19), French (17) and Portuguese (12) after. Regional official accounts led posting: @optimumnutrition.ausnz (13 videos, plus 5 under its channel name), Arabia (8) and France (7), with the global account adding 4. Paid TikTok is a small share: 30 of 66 TikToks were sponsored, and none passed 100k views. Many creators post with store discount codes (watch).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Untagged mentions were few (6.5% of sampled videos) but included one large one. A 1.3M-view Indian reel lists Gold Standard's price while pitching a cheaper yeast protein from another brand (watch). A smaller post compares ON Performance Whey with a rival isolate on screen (1.8K, watch). No sampled video was negative. The brand query also catches some videos where 'optimum' and 'nutrition' appear apart; four were dropped from the sample as false positives.
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Brands mentioned alongside Optimum Nutrition
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.