How To: Use SPATE Metric Benchmarks

Metric Benchmarks:

Avg. Monthly Searches: How big is the trend?

This metric assesses the size of a trend using monthly Search Volume relative to its category.

• Very High Volume trends are well established trends among consumers.
• High Volume trends are well established trends among consumers.
• Medium Volume trends are fairly well known by consumers.
• Low Volume trends are fairly well known by consumers.
• Very Low Volume trends represent emerging niche opportunities.

Avg. Monthly Branded Searches: How competitive is the space?

This metric assesses how much of organic search are brands-related. It represents the top of mind brands that consumers search alongside a trend.

• Very Low / No Competition indicates there are little to no brand searches alongside a trend.
• Low Competition indicates that there are a few brand searches alongside a trend.
• Medium Competition indicates that there are some brand searches alongside a trend.
• High Competition indicates that there are several brand searches alongside a trend.
• Very High Competition indicates there are many brand searches.

Convergence: How similar is this trend across platforms?

This Convergence metric compares how a trend is performing on TikTok versus Google Search.

• Very High Convergence indicates a trend that is performing very similarly across both TikTok and Google Search.
• High Convergence indicates a trend that is performing similarly across both TikTok and Google Search.
• Medium Convergence indicates that a trend is performing somewhat similarly across both TikTok and Google Search.
• Low Convergence indicates that a trend is performing somewhat differently across both TikTok and Google Search.
• Very Low Convergence indicates that a trend is performing very differently across both TikTok and Google Search.

Predicted Growth: Will this trend last?

This metric showcases predicted growth for the upcoming 12 months based on three years of historical search data patterns.

Confidence level of prediction: How accurate is this prediction?

Likelihood that this trend will keep rising or declining in the upcoming 12 months.

• Very Likely indicates a >90% confidence that a trend is predicted to grow.
• Likely indicates with strong confidence that a trend is predicted to grow.
• Uncertain indicates an equal likelihood that a trend is predicted to grow or decline.
• Unlikely indicates with strong confidence that a trend is predicted to decline.
• Very Unlikely indicates a >90% confidence that a trend is predicted to decline.

TikTok ‘Views’: How big is the trend on TikTok?

This metric assesses the size of a trend using total views for hashtags within this category.

• Very High Views" trends are very popular with TikTok viewers.
• High Views" trends are popular with TikTok viewers.
• Medium Views" trends are fairly well known by TikTok viewers.
• Low Views" trends are not popular with TikTok viewers.
• Very Low Views" trends are relatively unknown to TikTok viewers.

Brand Price Point

Low (Mass Brands) :
Fragrance  < $30
Makeup < $10
Skincare < $15

High (Luxury) :
Fragrance > $200
Makeup > $70
Skincare > $150

Medium ('Masstige + Prestige' Brands) -> Between low & High.