Behaviors and habits

How the panel spends its time, what it reaches for, and where it publishes.

Measured from the dig Creator Panel: 2,050 sampled posts across 59 of 60 creators, Aug 2025 to Aug 2026.

Ranked by reach across the panel

Media habits

Shopping livestreams & shop

32 of 59 creators
Share of creators54.2%
Share of posts6.8%

140 of 2050 sampled posts

"o @Rollf If you are asking where to get this — quick answer: website (link in bio) or call 0747 900 900. long answer: come visit us, we’re in Nairobi : SUPER"
Evidence, creator speech

Reviews & recommendation

22 of 59 creators
Share of creators37.3%
Share of posts4.2%

87 of 2050 sampled posts

"So this is not a cheap kettle. It goes for one ,350 shili. But it is worth it. And number four, because of even the price, it makes a lot of sense. Number five"
Evidence, creator speech

Vlog & daily life

18 of 59 creators
Share of creators30.5%
Share of posts2.9%

60 of 2050 sampled posts

"yo kung gusto nyo mag -steam. Pwede, pwede. So, ito na nga yung ating routine Kaya kung isa rin kayo sa mahilig kumain ng egg every morning or kahit sa gabi pag"
Evidence, creator speech

Podcast & long form

5 of 59 creators
Share of creators8.5%
Share of posts0.3%

7 of 2050 sampled posts

"s camera as a camera to take photos it's always been my like sit down youtube video camera and i started getting a flash attachment because my friend when we we"
Evidence, creator speech
Ranked by reach across the panel

Social behaviors

Going out & nightlife

28 of 59 creators
Share of creators47.5%
Share of posts3.3%

67 of 2050 sampled posts

"ry few minutes. Unambia my husband. I make for you fresh jeans. Fresh drinks, my husband. They're too fresh for you. Gai, you are you? I'm telling you, you're d"
Evidence, creator speech

Friends & hanging out

27 of 59 creators
Share of creators45.8%
Share of posts2.7%

56 of 2050 sampled posts

"day. And I had to do something. Well, I had to like a dinner with his friends. Close, tight friends. His brothers. And I said, the brothers. So how do I meet he"
Evidence, creator speech

Dating & relationships

24 of 59 creators
Share of creators40.7%
Share of posts2.2%

45 of 2050 sampled posts

"Abiba. Abiba's customer. so what where she comes in is here she gonna partner Don't walk to RNG. Run. Create. But. twenty-four pairs at a seat we're off at a cc"
Evidence, creator speech

Weddings & occasions

22 of 59 creators
Share of creators37.3%
Share of posts3.5%

71 of 2050 sampled posts

"ui. Sasa, hii nimeita family. Tukuja tuibie awage to get happy, happy birthday. Na, if they come, they will come. If they don't come. I cannot be. I'm just worr"
Evidence, creator speech
Ranked by reach across the panel

Aspirational behaviors

Career & work

34 of 59 creators
Share of creators57.6%
Share of posts8.1%

166 of 2050 sampled posts

"o point eight meters, alafundani kwa na hi shears customer. I love my job. Napenda kazi yangu, napenda kwa udumia customer. Nipehizo shears, most of the shears"
Evidence, creator speech

Home & interiors

31 of 59 creators
Share of creators52.5%
Share of posts6.1%

126 of 2050 sampled posts

"napenda kitu raisi. Direct to the point. My name is Shiko. Niko Nanak House. Menza na niflo. Niyo na wapigia kerewe kukurukua quiet. Saiwa korona ismika. Every"
Evidence, creator speech

Travel

25 of 59 creators
Share of creators42.4%
Share of posts4.6%

95 of 2050 sampled posts

"was Airbnb, guys. Airbnb. Because I knew that I was going to buy sea hotel standards. So, I'm coming. So, I'm going to Egypt. I'm going to China. Five by six."
Evidence, creator speech

Luxury & investment

24 of 59 creators
Share of creators40.7%
Share of posts7.8%

159 of 2050 sampled posts

"or black po natin. Flex ko lang sya ulit ng mabuti. SECOSANA® Gelazzy Luxury Monogram Medium Shoulder Bag"
Evidence, creator speech
Ranked by reach across the panel

Wellbeing

Beauty & self care

29 of 59 creators
Share of creators49.2%
Share of posts4%

83 of 2050 sampled posts

", meron siyang choices kung gusto nyo na may kasamang travel pouch or makeup pouch. Pero yun yung makinag -checkout ng separate lang. So, ipapakita ko sa inyo y"
Evidence, creator speech

Food & drink

26 of 59 creators
Share of creators44.1%
Share of posts3.5%

71 of 2050 sampled posts

"r ng light pink. Meron tayong color ng deep red and si color natin ng coffee. Eto yung wallet natin mga me, na button lock na siya. Tapos nakahiwalay yung lagay"
Evidence, creator speech

Sustainability & resale

17 of 59 creators
Share of creators28.8%
Share of posts4.7%

97 of 2050 sampled posts

"my cute vintage journal 🐰💗✨ #notebook #journal #stationery #diary #leatherjournal"
Evidence, creator speech

Mental health & mood

14 of 59 creators
Share of creators23.7%
Share of posts1%

20 of 2050 sampled posts

"pilihan ko dyan 12 na workout, pipili lang kayo. Namomonitor nyo yung stress nyo, yung sleep nyo. Kaya, sinusuot ko talaga 24 hours, 24 -7 everyday hindi ko siy"
Evidence, creator speech
Where the panel publishes

Network and format

Network mix, creators
tiktok47
instagram9
youtube4
Format, share of the Kate Spade cohort
Review & recommendation89.4%
Shopping & wishlist3.6%
Haul & unboxing1.8%
Collection showcase2.4%
Outfit styling2.1%
What's in my bag0.0%

Format shares come from the full Kate Spade cohort, not the transcript sample, so the two views are complementary rather than directly comparable.

How this was measured

up to 40 posts per creator, 2050 posts, 59 of 60 creators, 1.49M characters. Transparent whole-word keyword match. A post counts once per theme if any term in that theme's list appears. This is keyword matching, not model classification. Handbag and brand vocabulary is deliberately excluded from every lexicon, so these themes describe interests beyond the product category. The panel is multilingual, roughly 74 percent English. Non-English speech is under-counted by an English lexicon, so these shares are floors, not ceilings.