#surprise

We track 160 posts using #surprise across 6 networks, carrying 28.9M engagement between them — an average of 180.8K per post.

It is used most on Douyin: 70 of the 160 posts we hold, 44% of the total.

Where it performs hardest per post, though, is Instagram, averaging 908.8K — so the tag is posted most in one place and lands best in another, which is exactly the difference worth knowing before choosing where to use it.

Ranking comes from the posts themselves rather than from how often the tag appears, and it is recalculated as new posts are collected. How we measure this →