Who earns attention, and who pays for it.
This benchmark ranks every account on the measures that track commercial return: engagement relative to views, share of voice, sentiment, and posting consistency. It separates the brands building owned audiences from those renting reach through spend. Global Skittles is shown for reference and sits outside the regional comparison.
Every account, every metric
| Brand | Platform | Status | Followers | Posts 12mo | Posts/wk | Engagement rate by views | Engagement rate by followers | Promoted |
|---|---|---|---|---|---|---|---|---|
| Haribo | Active | 4.2k | 112 | 2.15 | — | 0.33% | — | |
| Haribo | TikTok | Dormant | — | — | — | — | — | — |
| Haribo | YouTube | Dormant | 4.3k | 0 | — | — | — | — |
| Bazooka | Active | 2.8k | 148 | 2.84 | — | 0.65% | — | |
| Bazooka | TikTok | Active | 5.7k | 137 | 2.63 | 1.92% | 0.21% | 36 |
| Bazooka | YouTube | Active | 6.0k | 117 | — | 0.51% | 0.18% | — |
| Juicy Drop | Active | 8.2k | 141 | 2.7 | — | 0.22% | — | |
| Juicy Drop | TikTok | Active | 8.2k | 123 | 2.36 | 2.9% | 0.25% | 22 |
| Juicy Drop | YouTube | Active | 5.3k | 117 | — | 1.27% | 0.04% | — |
| Chupa Chups | Dormant | 2.4k | — | — | — | — | — | |
| Chupa Chups | TikTok | Active | 18.0k | 9 | 0.17 | 0.2% | 281.93% | 9 |
| Chupa Chups | YouTube | Dormant | — | 0 | — | — | — | — |
| Skittles | Active | 431.7k | 114 | 2.19 | — | 0.06% | — | |
| Skittles | TikTok | Active | 890.4k | 88 | 1.69 | 1.32% | 0.05% | 68 |
| Skittles | YouTube | Dormant | 3.5k | 0 | — | — | — | — |
| Borgat | Active | 13.4k | 123 | 2.36 | — | 0.14% | — | |
| Borgat | TikTok | Active | 934 | 66 | 1.27 | 1.13% | 2.62% | 0 |
| Borgat | YouTube | Dormant | 2.2k | 0 | — | — | — | — |
| Zello | Active | 80 | 54 | 1.04 | — | 7.5% | — | |
| Extra | Dormant | 704 | — | — | — | — | — | |
| Extra | TikTok | Active | 4.3k | 10 | 0.19 | 0.13% | 30.95% | 10 |
| Extra | YouTube | Dormant | 19.3k | 0 | — | — | — | — |
| Nova | Active | 2.0k | 1 | 0.02 | — | 0.91% | — | |
| Nova | TikTok | Active | 7.4k | 17 | 0.33 | 2.02% | 0.22% | 1 |
| Nova | YouTube | Dormant | 78 | 0 | — | — | — | — |
| Mentos | Active | 5.2k | 3 | 0.06 | — | 39.7% | — | |
| Mentos | TikTok | Active | 13.5k | 5 | 0.1 | 0.06% | 41.7% | 5 |
| Mentos | YouTube | Active | 21.8k | 12 | — | 4.92% | 0.33% | — |
Engagements (likes, comments, shares, saves) divided by video views. Of the people who saw a video, how many acted. The clearest read of content quality, used for TikTok and YouTube.
Engagements divided by follower count. Easy to compare across accounts, but it reads low for accounts with large, quiet audiences and high for small ones. Used where view counts are not public.
Seasonality across the category
Engagement by channel
How much engagement each brand earned over twelve months, and which channel it came from. Bar length is the brand's total. Switch to channel share to read the split as a percentage.
Content quality and posting consistency, by channel
Both charts cover all ten brands across Instagram, TikTok and YouTube. Left: how strongly each channel's audience engages. Right: how often the brand posts on each channel.