Syncly Social Index
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Skincare
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The Ordinary on video, October 2026
Ingredient discussion and routines keep The Ordinary visible beyond caption tags. The Ordinary scores 43.3 on the Syncly Social Index, ranking #7 in the skincare panel, down 3 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 untagged exposure (100/100) and high reach (77.8/100). The Ordinary appears in 2,332 videos and accounts for 6.1% of this ten-brand panel’s volume. Its share of the tracked beauty video conversation is up 8.1% from September after normalizing each month’s collection.
The lowest component scores are sentiment (0/100) and share of voice (22.2/100). 4.8% of matching videos reach 100,000 views; the top ten creators account for 4.5% of volume. Untagged exposure is 27.6% of the reviewed sample. Among 42 sampled videos not labeled sponsored, 6 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 The Ordinary videos
The most-viewed videos mentioning the brand this month.
A month of The Ordinary videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What The Ordinary videos are about
Oct 1 (111 videos): Shows a giant The Ordinary bottle costume around the office. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 2 (109 videos): Discusses a back-acne skincare routine. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 9 (107 videos): Tours a The Ordinary pop-up and introduces favorite products. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Common extracted terms include the ordinary (1,680 videos), skincare (1,371 videos), skin (637 videos). These are overlapping topics, so their counts should not be added. Tours a The Ordinary pop-up and introduces favorite products (12,800,000 views). This example illustrates a matched video and does not explain the whole conversation. The most-mentioned products among those tracked are Glycolic Acid 7% Exfoliating Toning Solution (333 videos, share up 9.3% from September); Hyaluronic Acid 2% + B5 (174 videos, share up 29.1% from September); Multi-Peptide + Copper Peptides serum (Buffet) (168 videos, share up 1.3% from September). Product queries can overlap.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Glycolic Acid 7% Exfoliating Toning Solution | 333 | +9.3% |
Hyaluronic Acid 2% + B5 | 174 | +29% |
Multi-Peptide + Copper Peptides serum (Buffet) | 168 | +1.3% |
Niacinamide 10% + Zinc 1% | 164 | +21% |
Caffeine Solution 5% + EGCG eye serum | 83 | +3.2% |
Natural Moisturizing Factors | 81 | +35% |
Top keywords
Top hashtags
Where and who
TikTok 51% (1,190 videos), Instagram Reels 36.9% (861 videos), YouTube Shorts 12% (281 videos). Of 1,190 TikTok videos, 479 (40.3%) are labeled sponsored and 711 are not. The most active matched accounts are @theordinary (24 videos), @sparklesandskin (12 videos). Among videos with a known creator location, US (536 videos), GB (361 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
27.6% 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 (1,237,846 views). Open a reviewed video with a video-derived brand mention (611,225 views). The non-sponsored sample contains 0 negative videos out of 42; it is a selected review sample, not a population estimate.
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Brands mentioned alongside The Ordinary
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Compare with competitors
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.