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Nails
Nails have become a canvas for self-expression and a full beauty category of their own. People follow nail art trends, debate shapes and switch between salon sets, BIAB and press-ons. This topic follows everything from at-home manicures to keeping natural nails healthy.
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.
Methodology
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)
Frequently Asked Questions (FAQ)
Live search results taken from the selected social-media platform, collected programmatically and dated at the point of collection. We run every term, keep what the platform returns, and record the terms that failed. Nothing is modelled, sampled or estimated.
Semrush, Ahrefs, and similar tools, they tell you what people type into Google. The 'Search Everywhere Index' tells you what people search for on social-search platforms, and what comes back when they do. A keyword tool measures demand.
The 'Search Everywhere Index' measures demand and supply in the same picture, which is the part that tells you whether it's worth the effort / the amount of effort needed, when creating content.
Listening measures mentions: what people say about your brand, unprompted. This measures search: what people go looking for. A conversation can be enormous in search and invisible in listening, because nobody tags a brand when they type "how to clean white trainers".
Results are collected against a region setting rather than a logged-in account, so they reflect what the platform returns for that query in that market, not somebody's personal feed. That's also why the index is market specific rather than a global average, as that would describe nobody.
Total views reward one lucky video. The median asks what the typical video in that conversation earns, which is a far better guide to what yours would do. A conversation with one 60-million-view hit and a thousand dead videos looks enormous on totals and is a trap.
The share of a conversation’s videos posted recently. “Recently” is set per platform to match how long content stays visible in its search results: the last 90 days on TikTok and Instagram, and the last 12 months on YouTube and Pinterest.
It counts creators who are actively publishing, not brands. A conversation can be busy with creators and completely empty of brands, which is often the most useful place to be.
That's 45 to 50 per conversation and 450 to 500 per topic, which returns over 10,000 unique videos for a single topic. The terms are chosen to triangulate a conversation from several directions at once, mixing search phrasing, hashtags and community slang / social-search terms, rather than to be exhaustive. Where terms return nothing, we say so on the topic.
Every topic carries its collection date, and views are lifetime views at that moment. We re-run topics quarterly rather than updating continuously, so treat it as a dated survey rather than a live feed.
Sometimes, and it's worth checking.
More often it means the conversation sits next to the sale rather than on top of it. Nobody buys a straightener during a heatless-styling video, but a huge audience of people trying to avoid heat damage is exactly the audience a heat protection product exists for.
The question isn't whether the conversation converts. It's whether the people in it are yours.
That's a real constraint, and worth taking seriously rather than arguing with. There are usually two ways through: find the adjacent conversation you can legitimately own, or change what your content is about rather than what you sell.
eg: A straightener brand has no business telling people to stop using heat, but it has every business owning heat protection, which is a separate conversation with its own audience.
It's free and there's no signup.
If you want your category moved up the queue, tell us, because that's largely how we decide the order.