Your launch went further than your dashboard says.

We find all the UGC around a post or launch: every fan edit, reaction, remix, sound use and repost across TikTok, Instagram, YouTube, X, Reddit, Threads, Facebook and Snapchat. That’s your real EMV.

Book a demo See how it works

Fan posts found for one remix: 3,916
Videos using its sound: 1,613
Platforms searched: 8

Summer remix · launch report Live · day 30

Earned views170.3M

Owned views193.6M

Posts found3,916

On-topic1,452

Earned: fans’ posts Owned: their own accounts

Views per day
Day	Earned	Owned
1	2.8M	55.7M
2	5.5M	16.7M
3	7.4M	11.1M
4	8.3M	7.4M
5	9.2M	9.3M
6	16.6M	5.6M
7	12.9M	13.0M
8	10.1M	5.6M
9	8.3M	3.7M
10	7.4M	3.7M
11	6.9M	11.1M
12	6.4M	3.7M
13	6.0M	3.7M
14	5.5M	2.8M
15	5.1M	7.4M
16	4.6M	2.8M
17	5.5M	2.2M
18	4.6M	1.9M
19	4.1M	5.6M
20	3.9M	1.9M
21	3.7M	1.9M
22	3.5M	1.5M
23	3.3M	4.6M
24	3.1M	1.5M
25	2.9M	1.3M
26	2.8M	1.1M
27	2.7M	3.7M
28	2.6M	1.1M
29	2.4M	929K
30	2.3M	929K

Real launches. Counted post by post.

Results from live campaigns, anonymised. Every figure is a list of posts you can open in the dashboard.

CampaignPosts foundOn-topicEarned vs owned views

A creator × rapper music remixFirst 30 days3,9161,452170.3M earned193.6M owned

A bestselling book launchLaunch window2,8211,39655.9M earned147.5M owned

A streaming reality spin-offFirst two weeks1,475fan posts—109.0M fan views

Same brief, two searches.

Our first version ran on paid social-data APIs. On the remix brief it found 2,008 posts and none on Snapchat. Our own search found 3,916, with 72 Snapchat Spotlights checked.

Paid APIs2,008

Sonder3,916

CampaignsEarned media, measured post by post

Count the fan posts that never tagged you.

Most of a launch happens on other people’s accounts: the fan edit, the reaction, the remix, the dance, the repost. Sonder finds those posts, checks each one is about your launch, and adds them up next to your own.

Your report todayWith Sonder

Untagged fan editsBrand tools see tagged posts and keyword matches. The edit with no caption, the duet, the repost of a repost: invisible.We read the caption, the spoken words, the on-screen text, the sound and who’s in frame.

Earned reachYour own accounts are easy to count. Everything fans made sits outside the report, so the biggest number never gets reported.Earned and owned, side by side, every day, on every platform.

ProofScreenshot decks nobody can check. The client nods and forgets.A live link the client opens themselves. Every number opens the posts behind it.

EMVPR maths: impressions times a rate nobody can explain.Views, likes and comments at rates you set, per post, written down.

How it works

Write the brief
Describe the launch in plain words: what it is, when it went out, whose accounts are yours, what to leave out. No boolean queries.
Campaign brief
A summer remix of the single, released with a creator. Count fan edits, reactions, covers, dances and anything using the remix’s sound. Not the original version.
Starts 4 JulOwned: @artist · @creatorExclude: the 2019 original
We search everywhere
Keywords and hashtags, the campaign’s sound, reposts and duets, tagged posts, subreddits and Snapchat Spotlight, with our own scrapers. Then we read inside each video: what’s said, the text on screen, who’s in frame.
Searching 8 platforms
- Keywords & hashtags
- The campaign sound1,613
- Reposts & duets
- Tagged posts
- Spoken words
- On-screen text
- Faces in frame
- Snapchat Spotlight72
Counts from a real remix campaign, first 30 days.
Every post is checked
The AI reads each post against your brief and writes down why it counted it or left it out. The ones it isn’t sure about wait for you. You stay in control of what counts.
Caption
no words just vibes
Spoken
“…okay this remix goes crazy…”
On screen
summer remix
Sound
Remix (sped up), the campaign sound
- Counted Uses the campaign sound and names the remix at 0:14. No tag.
- Left out A different song with the same title.
- Pending A cover with a remixed chorus. Your call.Count itLeave out

A live dashboard

Earned vs owned views, EMV, top creators and posts, sentiment from the comments, topics and formats, and why a day spiked. Refreshed daily or weekly.

Earned vs owned, per day

Earned: fans’ posts Owned: their own accounts

Views per day
Day	Earned	Owned
1	2.8M	55.7M
2	5.5M	16.7M
3	7.4M	11.1M
4	8.3M	7.4M
5	9.2M	9.3M
6	16.6M	5.6M
7	12.9M	13.0M
8	10.1M	5.6M
9	8.3M	3.7M
10	7.4M	3.7M
11	6.9M	11.1M
12	6.4M	3.7M
13	6.0M	3.7M
14	5.5M	2.8M
15	5.1M	7.4M
16	4.6M	2.8M
17	5.5M	2.2M
18	4.6M	1.9M
19	4.1M	5.6M
20	3.9M	1.9M
21	3.7M	1.9M
22	3.5M	1.5M
23	3.3M	4.6M
24	3.1M	1.5M
25	2.9M	1.3M
26	2.8M	1.1M
27	2.7M	3.7M
28	2.6M	1.1M
29	2.4M	929K
30	2.3M	929K

Why day 6 spiked: three duets of one fan edit on TikTok and a Reddit thread brought most of the day’s fan views.

Send the link
Share a read-only link with your client or your boss. You choose the tabs and sections they see; spend and budget never show. It stays live.
sonderlabs.co.uk/p/summer-remix
Summer remixRead-only · updated 2 min ago
170.3M earned193.6M owned

What’s in a campaign

Ask it anything

“How much did this person bring in?” “Which platform carried week two?” The answer comes with numbered citations that open the posts behind it.

How much did the co-host bring in?

Posts on her own accounts drew 4.1% of campaign views12. Fans’ posts about her drew 14% of fan views3, mostly reaction clips on TikTok and Instagram.

Each post counted once. Posts without a view count are left out of the sums, not counted as zero.

Earned vs owned

Fans’ posts in orange, your own accounts in blue, on every chart. The split is the story most reports leave out.

170.3M earned193.6M owned

EMV you can explain

Earned media value from each post’s views, likes and comments, at rates you set per campaign. The rates are on the page, not in a black box.

views ÷ 1,000 × rate+ likes × rate+ comments × rate

Pending review

Unsure posts wait for a person. Clear them one by one, or in bulk with a plain-English instruction you preview first.

Pending · 23 posts

Count every cover that uses the remixed chorusPreview

9 posts match. Nothing changes until you apply it.

Also in every campaign

Comment sentiment and the quotes behind it
Top creators, including unnamed fan pages
Topics, formats, brands and keywords
Why a day spiked, with the posts that did it
Read-only share links you control
Missing view counts shown as missing, never as zero

Trend LabThe formats spreading this week

Catch the format while it’s still climbing.

By the time a meme reaches the marketing deck, it’s usually over. Brands end up chasing formats that peaked a fortnight ago. Trend Lab shows you what’s spreading now, and whether it’s still growing.

This week’s formatsTikTok · Instagram · Shorts

This week’s formats, illustrative
Position	Movement	Format	Accounts	Stage
1	New	Slow zoom to a sped-up chorus1 week on the radar	412	Climbing
2	5	“POV: the group chat” text stack2 weeks on the radar	1,180	Climbing
3	4	Fake cooking-show narration3 weeks on the radar	2,304	Peaking
4	1	Two-photo then-and-now split5 weeks on the radar	5,960	Past its peak
5		Hands-only dance to an old hook2 weeks on the radar	730	Steady
6	2	Whispered product “ASMR” review7 weeks on the radar	8,115	Past its peak

Illustrative chart. Format names and counts are examples.

How we spot them

We watch the feeds people actually scroll: For You pages, search suggestions and Shorts, every day.
We follow each hit outward to the other accounts posting the same idea.
We group posts by format, not hashtag, so a meme counts once however it’s captioned.
We match re-uploads by their audio, so reposts and stolen clips land on the right format.
Ask about anything. If we haven’t seen it yet, we go and look while you wait.

dogs “reading” the news

We don’t have it yet. Checking now…

Finding similar posts
Watching the top posts
Creators using it

Catch a format within days of it starting to spread.
Know if it’s growing or already past its peak.
See the top accounts posting it, and their best posts.
Spot creators breaking out this week, before everyone else does.

ScoutCreator grades for signing and partnerships

Grade a creator before you sign them.

Choosing who to sign or partner with usually means a spreadsheet of follower counts and a gut feeling. Scout grades each creator on what their last 90 days actually did, and on where there’s room to grow.

Grades A to F for reach, growth, upload consistency, engagement, branded vs organic and Instagram crossover, judged against creators of the same size.
Potential, rated separately: high, medium or low, so a C creator with a clear lever reads as a “diamond in the rough”.
Compare a shortlist on one board, from a list of handles or a CSV.
Watchlists read daily, with notes, so you see uplift after a deal starts.
Breakouts: creators taking off this week, from Trend Lab’s radar.

Example creator@kitchenlab · YouTube + Instagram · last 90 days

BHigh priority sign

Grades by factor, illustrative
Factor	Now	Reading
Reach	B	420K avg views
Growth	A	+18% in 90 days
Upload consistency	D	Weekly, 55% on rhythm
Engagement	C	3.1% of views
Branded vs organic	C	0.8× organic
Instagram crossover	B	Audience is on Instagram

Watchlist · read daily

@kitchenlabPitch: weekly series+38%
@ollie.buildsManager replied+6%
@paperplanesamBreakout this week+212%

Illustrative creator and readings.

Why teams switch to Sonder

Eight platforms, Snapchat and Reddit included.
TikTok, Instagram, YouTube, X, Reddit, Threads, Facebook and Snapchat, searched with our own scrapers. Many tools stop at three.
Untagged posts, found.
We find posts by what’s said in them, the text on screen and the sound they use, not only by tags and captions.
Every number opens its posts.
Click any total, bar or answer and see the posts behind it. Nothing to take on trust.
A person decides what counts.
The AI proposes and gives its reason. You accept, reject or change the rule. Nothing is applied behind your back.

Questions

Which platforms do you cover?

TikTok, Instagram, YouTube (long-form and Shorts), X, Reddit, Threads, Facebook and Snapchat (Spotlight, sounds and places).

Do you need access to our accounts?

No. We work from public posts. You tell us which accounts are yours so we can split owned from earned.

How do you know a post is about our launch?

Each post is read against your brief: caption, spoken words, on-screen text, the sound, who’s in frame and the comments. The AI writes down a reason for every decision, and the posts it isn’t sure about wait for a person to decide.

How is EMV worked out?

From each earned post’s views, likes and comments, at rates set for your campaign. The rates are shown with the number, so anyone can check it.

Can our client see the results?

Yes. Send a read-only link. You pick which tabs and sections it shows, and it stays live as new posts come in. Spend and budget are never shared.

Can you measure a launch that already happened?

Usually, yes. Tell us when it went out and we search from that date. Older launches can return fewer posts, as some platforms surface less of their past.

What does it cost?

It depends on the size of the launch and how long you want it tracked. We’ll give you a price on the demo call.

See what your last launch really did.

Tell us about a launch. On a 30-minute call we’ll show you Sonder working on a campaign like yours, and answer your questions.

A single, an album, a book, a show, a product drop
Brands, labels, publishers, agencies and creator teams

Your launch went further than your dashboard says.

Real launches. Counted post by post.

Same brief, two searches.

Count the fan posts that never tagged you.

How it works

Write the brief

We search everywhere

Every post is checked