UNDERCURRENTSOCIAL INTELLIGENCE FOR BRANDS
OHOUP · SAVED POSTS · SAMPLE← Back to brief
PLATFORMtiktokxyoutuberedditRELEVANCEdirectindirectACTIONengagecreatelearnwatch
TOPICfood comaglucose cultureoffice humormechanism educationkorean wellnessbehavioral fixessecond coffeeclaim skepticismafternoon crashenergy fixes
2 posts in OHOUP’s feedALL REAL POSTS · EVERY CARD LINKS TO THE ORIGINALclear ✕
Mike Martindale (@mike.on.work)TIKTOK VIDEO · JUN 2026OPEN ON TIKTOK ↗
CREATEINDIRECT
“POV: When you get to the 3–5pm part of your 9–5 job”
WHY INCLUDED · A seven-second desk-nap POV with 209K likes — the highest-engagement statement of the exact problem OHOUP addresses, no product in sight.209.4K LIKES · 52.2K SHARES · 1.2M+ VIEWS · TOPIC: OFFICE HUMOR
@barstoolsportsTIKTOK VIDEO · SEP 2025OPEN ON TIKTOK ↗
CREATEINDIRECT
“Food coma 😂 @VivaLaFood (via:@Shelley Sasser)”
WHY INCLUDED · Barstool running food-coma content to 305K views — major media already programs this feeling as a category.304.9K VIEWS · TOPIC: OFFICE HUMOR
What direct vs. indirect means
DIRECT content names OHOUP, its product, or a competitor. INDIRECT content never mentions the brand but is commercially relevant — a meme about pretending to work after a 1,400-calorie lunch can matter more than a low-engagement brand mention. Traditional mention monitoring only sees the first kind.