A sneak peek at the Top 50 Most Magnetic Brands of 2025
What is Brand Magnetism®?
Brand Magnetism® is the power of a brand to attract conversation. We look at how much and how often a brand is talked about organically online.
Why is it important?
User-generated content is the currency of modern brands. With over 5 billion minutes of content watched on TikTok alone in the US, DAILY, these platforms are shaping the way we view the world. 6 in 10 consumers say UGC is the most genuine form of advertising, and 70% of Gen Z’ers rely on UGC to guide purchase decisions.
How do we measure it?
We measure Brand Magnetism® by how much and how often people talk organically about a brand online. We look at TikTok, Instagram and YouTube to find the popularity (average weekly engagement of a brand’s UGC over time) and the consistency (the variation in that engagement of UGC over time), and form a weighted composite against all other brands to benchmark performance.