10 brands on TikTok and Instagram, compared: what actually drives views
We pulled the latest TikToks and Instagram posts of ten brands known for creator marketing, all on the same day, and put the numbers side by side. Every brand below has its own case study with the story behind the numbers.
The table
| Brand | TikTok followers | Median views | Median engagement | TikToks, last 90 days | Brand hashtag views |
|---|---|---|---|---|---|
| Duolingo | 18.5M | 878K | 11.6% | 78 | 16.7B |
| Liquid Death | 7.3M | 350K | 2.5% | 7 | 0.96B |
| Gymshark | 6.7M | 122K | 10.8% | 65 | 27.1B |
| Rare Beauty | 5.2M | 83K | 9.9% | 90+ | 23.6B |
| Scrub Daddy | 4.4M | 56K | 2.3% | 33 | 7.5B |
| e.l.f. Cosmetics | 3.0M | 75K | 2.4% | 90+ | 12.8B (#eyeslipsface) |
| Chipotle | 3.0M | 130K | 3.3% | 46 | 26.4B |
| Ryanair | 2.9M | 170K | 3.9% | 81 | 10.7B |
| CeraVe | 2.1M | 31K | 1.9% | 71 | 33.4B |
| Alo | 1.0M | 38K | 2.3% | 68 | 1.8B |
Median views and engagement over each brand's latest 90 or so TikToks. Engagement is (likes + comments + shares) / views. "90+" means the brand posted 90 times in less than 90 days.
Five things the numbers say
- Three brands sit in a different engagement league. Duolingo (11.6%), Gymshark (10.8%) and Rare Beauty (9.9%) get three to five times the engagement of everyone else. All three put people on screen that the audience already follows: a mascot with a personality, gym creators, and the founder.
- Followers do not predict the community. CeraVe has the second smallest TikTok following here and the biggest brand hashtag, 33.4 billion views. Liquid Death has 7.3 million followers and under 1 billion hashtag views. A hashtag measures what other people post about you; followers measure what you post.
- Ryanair gets the most from its audience. Its median TikTok reaches 5.8% of its follower count, the best ratio in the set, with a median length of 6 seconds.
- Posting more is not the lever. e.l.f. and Rare Beauty both post at least once a day; Rare Beauty gets 9.9% engagement and e.l.f. 2.4%. Content decides, not cadence.
- The median hides the hits. CeraVe's median TikTok gets 31K views, but its top 10% clear 8 million. Judge a brand's account by the median, and its campaigns by the top decile.
Run this on your own competitors
The whole table cost about 90 credits. Point the same calls at your category, or ask an agent with the ScrapeIO skills installed: "audit the TikTok and Instagram of these five brands and give me median views and engagement".
Social numbers pulled through the ScrapeIO API on 8 November 2026 (UTC); they change daily. Independent analysis of public data, not affiliated with or endorsed by any brand named.
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