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Activewear
Activewear now has to work as hard outside the gym as inside it. People want leggings that survive a squat test, sets that look good on the school run and a bag that carries the whole day. This topic covers everything people wear and carry for training, from Pilates studios to Hyrox.
What is the Search Everywhere Index?
Search doesn’t just happen on Google anymore. When people want to know which trainers to buy, how to clean them, or whether the hype is worth it, they search their preferred social platform, and what ranks there decides which brands they discover.
Most brands have no idea what that search landscape looks like. The Search Everywhere Index maps it.
Conversations: The distinct things people are actually searching for within a topic. Not keywords; the ten real subject areas a topic breaks into, from the obvious to the ones nobody is fighting over.
Openings: Where the audience is huge but little new content is competing for it. The gap between what people search for and what brands bother to make.
We don’t guess at any of this. For every topic, we run hundreds of real search terms through the social platforms in question and collect what actually ranks. Thousands of videos, billions of views. Each video is grouped into its conversation, and we measure three things: how big the audience is, how much fresh content is competing for it, and whether any brands are in the room. (Spoiler: they usually aren’t.)
The chart below is that map. Every circle is a conversation, your job is to find the big, open ones before your competitors do.
Most brands have no idea what that search landscape looks like. The Search Everywhere Index maps it.
Conversations: The distinct things people are actually searching for within a topic. Not keywords; the ten real subject areas a topic breaks into, from the obvious to the ones nobody is fighting over.
Openings: Where the audience is huge but little new content is competing for it. The gap between what people search for and what brands bother to make.
We don’t guess at any of this. For every topic, we run hundreds of real search terms through the social platforms in question and collect what actually ranks. Thousands of videos, billions of views. Each video is grouped into its conversation, and we measure three things: how big the audience is, how much fresh content is competing for it, and whether any brands are in the room. (Spoiler: they usually aren’t.)
The chart below is that map. Every circle is a conversation, your job is to find the big, open ones before your competitors do.
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Watch the walkthrough
A two-minute breakdown of how to read the index — video coming soon
Position
Up = more total views, so a bigger audience. Right = more of the conversation's videos were posted in the last 90 days, so more creators are competing now.
Circle size
Median views per video: what a typical video in the conversation earns. Bigger = typical videos do better.
Colour
New content performance. Pale = older videos dominate search. Deep purple = new videos earn more views than their share of the conversation.
Quadrants
Dashed lines sit at the median of this topic's conversations. The shaded top-left is the sweet spot: a big audience with little new content fighting for it.
Selected
The outlined circle is the conversation shown in the panel below. Tap any circle to switch.
Last refreshed: October 2026
We aim to refresh the data monthly, so trends and rankings stay current.
Explore the index:
SneakersFashion FootwearComfortRunning ShoesStreetwearActivewearSports FashionOccasionWomenswearHaircareHair Styling ToolsSkincare Routines & ConcernsAnti-ageing SkincareComplexion & BaseEyes & ColourFragranceNailsAt-home Beauty DevicesMen's GroomingFlightsCar HireTravel Deals & HackingPackage & All-InclusiveUK Breaks & LodgesCity BreaksCruiseSkiAdventure & OutdoorsSolo Travel & BackpackingFamily HolidaysAccessible TravelWellness & LuxuryCredit CardsLoans & BorrowingDebt & RecoveryBanking AppsInsuranceBudgeting & SavingInvesting & PensionsMortgages & PropertySide Hustles & IncomeAI ToolsProductivity AppsVideo Editing SoftwareDesign ToolsMusic SoftwareWebsite Builders & PublishingOnline EducationMobile Plans & SIMsVPN & Online PrivacyPhone Tips & Features
Methodology
Each topic is divided into ten conversations, and every conversation is measured through up to 50 search terms: a mix of terms from search keyword tools and terms taken from the social search platforms themselves.
For each term, we collect the results each platform returns in the UK, then group them by conversation, counting each video once however many terms returned it. How results are screened depends on the platform. Where captions and titles reliably describe the content, off-topic videos are removed. Where they are conversational and often don’t name the product, as on TikTok, results are kept as collected, because a topic filter would remove as much genuine content as noise.
Each platform is measured separately, and figures are never combined across platforms.
Views are lifetime views at the time of collection.
(Last updated: October 2026)
For each term, we collect the results each platform returns in the UK, then group them by conversation, counting each video once however many terms returned it. How results are screened depends on the platform. Where captions and titles reliably describe the content, off-topic videos are removed. Where they are conversational and often don’t name the product, as on TikTok, results are kept as collected, because a topic filter would remove as much genuine content as noise.
Each platform is measured separately, and figures are never combined across platforms.
Views are lifetime views at the time of collection.
(Last updated: October 2026)