#unexpected

We track 968 posts using #unexpected across 5 networks, carrying 126.4M engagement between them — an average of 130.6K per post.

It is used most on Douyin: 896 of the 968 posts we hold, 93% of the total.

Where it performs hardest per post, though, is TikTok, averaging 205.1K — 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 →