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labmuffin.com
Brands often boost videos they paid creators to make (ads), plus their own posts.

I didn't realise this was an issue until I saw the SI…

Of the top 10 videos in their dataset:

6 = clearly disclosed ads
2 = posts from brands
1 = likely undisclosed ad

Only 1 was likely organic (regular) content.
Table showing top 5 viewed videos in dataset - labelled partner, partner, partner, brand, partner. The 4 partner posts have #NeutrogenaPartner in the captions, while the brand post has #neutrogena. This is available in a Google Doc linked at the end of the thread. Table showing videos 6 to 10 in dataset, available in a Google Doc at the end of this thread. Videos are labelled partner, brand, no, partner, sus. The 2 partner posts have #NeutrogenaPartner in the captions. The brand post says #proactiv. The No post has a long list of hashtags including multiple brands. The Sus caption has #Anua and a YesStyle promo code.
July 9, 2026 at 12:02 AM
labmuffin.com
Again, my own data shows how much less engaging boosted content is - by up to 160 times.

You can also see the difference in engagement in the top 10 viewed videos in the study's dataset.
Table of some @labmuffinbeautyscience TikTok video stats, 2023-2025 - this is available in a Google Doc linked at the end of the thread. Sponsored and boosted videos have high views but required more views to get a like, and a comment. Unboosted sponsored videos from a similar time have low views and few comments. Unsponsored videos generally have more comments. The unsponsored videos promoting products are from 2023, since they were the closest videos in date that were highly viewed videos promoting a product - I don't promote products enough it seems! Table showing top 5 viewed videos in dataset - this is available in a Google Doc linked at the end of the thread. They are labelled partner, partner, partner, brand, partner. The 4 partner posts have #NeutrogenaPartner in the captions, while the brand post has #neutrogena. Views per like and views per comment are large, highlighted in yellow and red. Table showing videos 6 to 10 in dataset - this is available in a Google Doc linked at the end of the thread. They are labelled partner, brand, no, partner, sus. The 2 partner posts have #NeutrogenaPartner in the captions. The brand post says #proactiv. The No post has a long list of hashtags including multiple brands. The Sus caption has #Anua and a YesStyle promo code. The partner and brand posts have moderately high views per like and views per comment, highlighted in yellow and orange. Sus and No posts have far lower views per like and comment, highlighted green.
July 9, 2026 at 12:02 AM
papul84.bsky.social
@papulhossain84.bsky.social Neutrogena Beach Defense review. Fast Absorbing Sun Care.
Link: papul84.com/5mej

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Neutrogena Beach Defense review. Fast Absorbing Sun Care.
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papul84.com
August 5, 2025 at 9:13 AM
papul84.bsky.social
Neutrogena Makeup Remover Review: Alcohol-Free Makeup Wipes
Link: papul84.com/7e1f

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Neutrogena Makeup Remover Review: Alcohol-Free Makeup Wipes
Neutrogena Makeup Remover Review Wipes are veritably kind to your skin. See if they're good enough to come a regular part of your care.
papul84.com
May 30, 2025 at 6:49 AM
borgicua206.bsky.social
www.tiktok.com/t/ZP8Bb8dgk/
The real reason I go to the gym everyday. It’s not aesthetics #adhd #audhd #gym #neurodivergent #neutrogenapartner
TikTok video by Phil BeLight - Convo Curator
www.tiktok.com
August 29, 2025 at 4:54 PM