Syncly Social Index
Syncly Social Index: Methodology
The Syncly Social Index (SSI) measures how well beauty brands, products and trends perform in short-form video. It is published monthly from Syncly’s social video library.
What we measure
Platforms: TikTok videos, Instagram Reels and YouTube Shorts.
Geography: global.
Period: calendar months. The first edition covers September 2026.
What counts as a mention: a brand, product or term counts when it appears anywhere in a video’s caption, hashtags, speech transcript, on-screen text or AI-generated video summary. Spelling and spacing variants are normalized, so “Beauty of Joseon” and “#beautyofjoseon” count as the same brand.
Normalization: trends are reported as a share of all short-form beauty videos that month, so changes reflect share of conversation, not how much content was published.
The score
SSI is a 0–100 score per brand, calculated within a category panel of 10 brands. There are four categories: skincare, makeup, hair and fragrance. Six components are ranked within the panel and weighted:
Component
What it measures
Weight
Video share of voice
The brand’s share of video mentions among the 10 panel brands
25
Untagged share
Share of videos where the brand is said or shown, but its name never appears in the caption, hashtags or handles
20
Momentum
Change in the brand’s share of beauty video vs the previous month
15
Organic sentiment
Share of positive videos among non-sponsored videos
15
High reach
Share of videos with 100,000+ views
15
Creator breadth
1 minus the share of videos made by the brand’s 10 most active creators
10
Share of voice, momentum, high reach and creator breadth are counted across every matching video. Untagged share and sentiment come from about 66 hand-read videos per brand: the 30 most viewed plus 36 spread across the month. Because sampled measures carry a margin of error of about ±12 points, they are scored in thirds (top, middle, bottom) rather than as exact ranks.
Panels
Each category panel is the 10 brands with the most video mentions that month. A brand belongs to one category only. Luxury houses with both makeup and fragrance (for example Dior, YSL and Chanel) are counted in fragrance using fragrance-only mentions.
Limits
SSI measures attention and reaction on social video, not product quality or sales.
Sponsored status is reported by TikTok only, so sponsored shares are TikTok figures.
Keyword matching can over-match ambiguous names. We refine queries with context terms and spot-check results, and we note known limits on each report.
Every claim about a specific video links to that video.
Questions
Book a demo at syncly.app/demo to see the data behind any report, or to see how your brand scores.
