Syncly Social Index
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Body Care
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Vaseline on video, October 2026
Moisturizing routines, body oils and product-use tips shape Vaseline’s conversation. Vaseline enters the body care panel at #1 with an SSI score of 75.3. 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 (100/100). Vaseline appears in 801 videos and accounts for 14.4% of this ten-brand panel’s volume. Its share of the tracked beauty video conversation is up 11.4% from September after normalizing each month’s collection.
The lowest component scores are momentum (44.4/100) and sentiment (50/100). 6.4% of matching videos reach 100,000 views; the top ten creators account for 7.7% of volume. Untagged exposure is 24.2% of the reviewed sample. Among 61 sampled videos not labeled sponsored, 21 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 Vaseline videos
The most-viewed videos mentioning the brand this month.
A month of Vaseline videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Vaseline videos are about
Oct 14 (42 videos): Recommends beauty products during a Myntra sale. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 1 (38 videos): Features Jennie in a Vaseline advertisement. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 5 (38 videos): Animates skincare-product bottles dressed for winter. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Common extracted terms include vaseline (767 videos), skin (299 videos), skincare (267 videos). Features Jennie in a Vaseline advertisement (4,600,000 views). This example illustrates one matching video. The most-mentioned products among those tracked are Gluta-Hya (140 videos, share down 15.6% from September); Cocoa Radiant (61 videos, share up 18.4% from September); Intensive Care (57 videos, share up 18.8% from September). Product queries can overlap.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Gluta-Hya | 140 | −16% |
Cocoa Radiant | 61 | +18% |
Intensive Care | 57 | +19% |
Lip Therapy | 17 | −3.6% |
Top keywords
Top hashtags
Where and who
Instagram Reels 43.6% (349 videos), TikTok 38.8% (311 videos), YouTube Shorts 17.6% (141 videos). Of 311 TikTok videos, 39 (12.5%) are labeled sponsored and 272 are not. The most active matched accounts are @vaselineph (13 videos), @cherono_shan (11 videos). Among videos with a known creator location, US (116 videos), GB (33 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
24.2% 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 (951,596 views). Open a reviewed video with a video-derived brand mention (850,300 views). Open a reviewed video with criticism of Vaseline. The non-sponsored sample contains 1 negative videos out of 61; it is a selected review sample, not a population estimate.
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Brands mentioned alongside Vaseline
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.