Social Voice-of-Customer — Hairtamin Tiktok

330 relevant TikTok records · 22 brand-mentioning · generated 2026-06-24

⚠ Separate bucket. This is ambient social/forum voice (TikTok), a fundamentally different speech genre from solicited reviews — it is never ranked against the review report. Share-of-Voice measures presence, not sentiment. Brand attribution is in-text with abstain; single-mention attributions are within attribution noise.

Share of Voice — who owns the organic conversation

8.7%
Hairtamin is absent from the organic TikTok conversation (2 of 23 brand mentions across all history). Competitors own the word-of-mouth in the communities where this category is decided.

Share of the brand mentions across 22 brand-mentioning records (denominator = 23 total brand mentions; a comparison post counts once per brand). All time. Presence, not sentiment.

Nutrafol
73.9%
n=17 recent · 17 all-time · CI 54%–87% · tiktok
Vegamour
17.4%
n=4 recent · 4 all-time · CI 7%–37% · tiktok
Hairtamin ← CLIENT
8.7%
n=2 recent · 2 all-time · CI 2%–27% · tiktok ≈ tied (overlapping confidence)
⚠ Capture-recall caveat. Share-of-Voice measures who we captured more of — not necessarily who is discussed more. If our capture recall differs by brand, this over- or under-states a brand's true conversation share; the confidence band reflects sampling noise only, not capture bias.

Category discourse — the bigger story

93% of relevant posts (308 of 330) name no brand at all — pure category conversation (menopause/perimenopause fit, leak protection, dupe hunts). This is the unmet-needs space buyers discuss before choosing a brand.

Category-pain map — what the community actually discusses

Aspect prevalence across relevant posts in the reporting window (the 15-aspect social taxonomy, discovered from this corpus). category = problem-space / shopping behaviour; product = product experience. Click to read posts (evidence highlighted).

36% of aspect mentions are social-only themes a review funnel structurally can't capture (where-to-buy, dupe-hunting, social proof, price-seeking, sustainability). This is the differentiated intelligence in the ambient bucket.
Efficacy Results Timeline product13% of posts · 23% negative · n=43
Price Cost Worth It product6% of posts · 52% negative · n=21
Hair Quality Breakage category6% of posts · 63% negative · n=19
Recommendation Social Proof categoryreviews miss this5% of posts · 6% negative · n=16
Ingredients Formulation product4% of posts · 29% negative · n=14
Hormonal Lifecycle Context categoryreviews miss this4% of posts · 42% negative · n=12
Diy Regimen Stacking categoryreviews miss this3% of posts · 0% negative · n=10
Side Effects Safety product2% of posts · 100% negative · n=7
Scalp Skin Condition product2% of posts · 83% negative · n=6
Where To Buy categoryreviews miss this2% of posts · 20% negative · n=5
Derm Medical Route categoryreviews miss this2% of posts · 0% negative · n=5
Shedding Worsening productreviews miss this1% of posts · 100% negative · n=4
Emotional Self Esteem Impact categoryreviews miss this1% of posts · 50% negative · n=4
Comparison Vs Competitor categoryreviews miss this1% of posts · 33% negative · n=3
Dupe Or Alternative Seeking categoryreviews miss this1% of posts · 0% negative · n=2
Influencer Ad Skepticism categoryreviews miss this0% of posts · 0% negative · n=1

Head-to-heads — where buyers compare brands (2)

Posts that weigh multiple brands against each other, most-upvoted first. Click to read.

Nutrafol
NutrafolVegamour

By brand — read the mentions

Most-upvoted (salience-ranked) attributed mentions per brand; the evidence span that drove attribution is highlighted. Click to expand.

Nutrafol n=17
Vegamour n=4
Hairtamin n=2
How to read this. Every number is computed in SQL over the governed metric_social_sov / social_brand tables (the model never generates figures); each brand expands to the verbatim posts (evidence span highlighted) behind it, linked to the source thread.
Window & lanes. Headline comparison = all time; full history is retained (excluded from the comparison only, never deleted).
Limitations. TikTok capture was brand-seeded (the captured SET is a seed artifact); comment context is not yet used (standalone classification); SOV is presence-only. Single-mention attributions are within attribution noise.