Syncly Social Index
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Wellness & Functional Drinks
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Optimum Nutrition on video, October 2026
Protein, creatine and training routines shape Optimum Nutrition’s conversation. Optimum Nutrition scores 63.9 on the Syncly Social Index, ranking #4 in the wellness panel, up 4 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 sentiment (100/100) and share of voice (66.7/100). Optimum Nutrition appears in 439 videos and accounts for 7.2% of this ten-brand panel’s volume. Its share of the tracked wellness video conversation is up 2.1% from September after normalizing each month’s collection.
The lowest component scores are untagged exposure (50/100) and momentum (55.6/100). 2.3% of matching videos reach 100,000 views; the top ten creators account for 13.2% of volume. Untagged exposure is 12.3% of the reviewed sample. Among 52 sampled videos not labeled sponsored, 17 are positive and 1 negative. Component scores are relative to the category panel.
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
Oct 14 (25 videos): Shows single-serve unflavored creatine stick packs. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 22 (21 videos): Shops for Optimum Nutrition to enter a McLaren merchandise draw. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 24 (21 videos): Demonstrates a workout and promotes Gold Standard Whey. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Common extracted terms include optimum nutrition (345 videos), protein (207 videos), gold standard (105 videos). Shows someone secretly eating protein powder during a workout (868,681 views). This example illustrates a matched video and does not explain the whole conversation. The most-mentioned products among those tracked are Gold Standard protein family (218 videos, share down 5.2% from September); Creatine products (106 videos, share down 9.3% from September); Essential Amin.O. Energy (10 videos, share down 53.9% from September). Product queries can overlap.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Gold Standard protein family | 218 | −5.2% |
Creatine products | 106 | −9.3% |
Essential Amin.O. Energy | 10 | −54% |
Top keywords
Top hashtags
Where and who
Instagram Reels 66.1% (290 videos), TikTok 20% (88 videos), YouTube Shorts 13.9% (61 videos). Of 88 TikTok videos, 56 (63.6%) are labeled sponsored and 32 are not. The most active matched accounts are @optimumnutrition.ausnz (10 videos), @optimumnutritionarabia (10 videos). Among videos with a known creator location, US (64 videos), GB (4 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
12.3% 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 (414,030 views). Open a reviewed video with a video-derived brand mention (161,284 views). Open a reviewed video with criticism of Optimum Nutrition. The non-sponsored sample contains 1 negative videos out of 52; it is a selected review sample, not a population estimate.
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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.