Competitor Content Analysis — Glamnetic & Olive June

*Cleaned from Upwork dataset. 2+ years of TikTok + IG performance data.*

*Last updated: 2026-02-20 13:20 PST*

Data Quality Notes

Duplicates were same URL scraped multiple times. Analysis uses unique posts only.

Subject categorization issues noted — many posts categorized as "Product Launch / New Product" when likely miscategorized.

KEY FINDINGS

⚠️ IMPORTANT DATA CAVEAT: Subject labels in this dataset were assigned by a non-native English speaker and contain known errors. Engagement metrics (views, likes, comments, shares) are scraped directly from the platform and are reliable. Subject categorization is unreliable. All category-level insights should be treated as directional only until validated by reading actual captions.

VALIDATED INSIGHT (caption confirmed) — The #1 Post

Post: Glamnetic TikTok, 7.4M views, 352K engagement, labeled "Comparison/Versus" in the Upwork dataset.

What it actually is: An anti-salon conversion story. Glamnetic's social media coordinator speaking directly to camera: *"Once you go Glamnetic, you will NEVER go back to the salon. I used to go every month for gel-x and haven't stepped foot in a salon since."* First-person voice. Personal testimony. Identity shift from salon person → press-on person.

Why it works:

• Identity-based content ("I am now a press-on person") dramatically outperforms product-based content ("here is a product"). The viewer isn't watching a demo — she's watching herself make a decision she hasn't made yet.
• The anti-salon narrative is deeply relatable. She's already lived the salon cycle. This video validates the frustration AND provides the exit ramp in one breath.
• First-person voice from a real person (not branded) eliminates the ad-detection filter. It looks like something she found, not something she was sold.

Why the "Comparison/Versus" label is wrong: There is no direct product comparison in this post. The Upwork categorizer likely saw the implicit salon vs. Glamnetic framing and labeled it Comparison — but the mechanism is personal testimonial, not a feature-by-feature comparison. The actual category would be "Testimonial / Identity Shift."

Implication for Piqki — this is the P1 opening:

Don't open with the product. Don't open with features. Open with the identity shift. The script writes itself:

• *"I used to spend $80/month at the salon."*
• *"Now I spend $25 and my nails look better."*
• *"Once you go Piqki, you will never go back."*

Build content around WHO SHE BECOMES when she switches, not what the product does. This is the core anti-salon narrative. It's Piqki's strongest P1 angle, validated by the highest-performing post in the entire Glamnetic dataset.

1. Category-level findings (directional — label reliability unvalidated)

The following table represents aggregated performance by Upwork-assigned category. These numbers are real; the categories may not be. Use as directional signal only until captions are read for each category.

Glamnetic TikTok — Top subjects by avg engagement:

Directional takeaway (pending full caption validation):

• The "Comparison/Versus" category being the #1 performer is likely driven by the #1 post (7.4M views) — and that post is actually an identity-shift testimonial. The category insight may be less about "versus" framing and more about first-person conversion narratives.
• Engagement rate numbers (% column) are real regardless of label accuracy.
• Trend chasing = highest raw views (509K) but lowest engagement rate (0.74%). People watch and leave. This finding holds regardless of label accuracy because it's based on the metric pattern, not the category label.

2. Brand Story content wins on engagement RATE, not volume (directional — partially validated)

Brand Story/Mission/Values consistently delivers the highest engagement rates across all 4 datasets:

• Glamnetic TikTok: 5.84% eng rate (vs 2.02% for tutorials)
• Olive & June IG: 8.68% eng rate (vs 2.40% for product launch)

⚠️ Caveat: The "Brand Story" label is unreliable. One confirmed "Brand Story" post (see caption validation below) is actually a Sephora retail haul. The engagement rate signal is real; the category attribution should not be trusted at face value.

This is P3 content (loyalty/advocacy). Smaller reach, deeper resonance. Builds the buyers who repurchase.

3. Founder presence — the split tells a story (validated — based on tag presence, not labels)

This finding is based on whether a Glamnetic founder account appears in the post — a binary tag, not a subject-label field. More reliable than category labels.

Implication for Piqki: Glamnetic built without making the founder the face. That's exactly Piqki's model. Data validates the approach — at least in Glamnetic's case.

Olive & June is a different story: the founder IS the brand. Their non-founder content performs poorly. This means O&J's model doesn't transfer to Piqki.

4. Tutorial/How-To has high view volume but mediocre engagement rate (directional — label partially validated)

54 tutorial posts from Glamnetic, averaging 350K views but only 2.02% engagement. They drive awareness but don't convert. Good for P1 reach. Bad if you're spending paid budget on them hoping for CAC.

⚠️ Caption spot-check confirms tutorial posts are real (see caption validation). The metric finding is reliable.

5. Trend chasing is a vanity metric trap (directional — metric-based, label reliability unknown)

Glamnetic's trend/challenge content averages 509K views — their highest. But 0.74% engagement rate. People watch, don't engage, don't follow, don't buy. This is the most deceptive metric in the whole dataset. Note: this finding holds regardless of label accuracy because the view/engagement discrepancy is visible in the numbers alone.

CAPTION-VALIDATED TOP POSTS

The following are the next 5 top-performing Glamnetic TikTok posts (by engagement), with actual captions fetched and compared to Upwork labels. Fetched: 2026-02-20.

Post #2 — 6906652948709854470

• Upwork label: "Celeb lookalike nails"
• Actual caption: *"New nails alert!! 😝🤩 #pinterestinspo #nailart #abstractnails #almondnails #glamnetic"*
• What it actually is: A new nail design reveal — abstract almond nails, Pinterest-aesthetic. No celebrity reference whatsoever.
• Label accuracy: ❌ WRONG. "Celeb lookalike nails" is entirely fabricated by the categorizer. This is a standard product/aesthetic showcase post.
• Implication: Design-forward aesthetic content (Pinterest-inspired, specific nail shapes) performs well — not because it's celeb-adjacent, but because it's aspirational and shareable.

Post #3 — 7368494991280196907

• Upwork label: "Toenails"
• Actual caption: *"Have you tried this beauty hack? 🤭 Press-on toes for the win! #pressontoes #glamnetic"*
• What it actually is: Product tutorial/hack framing for press-on toenails. "Beauty hack" positioning — low friction, curiosity hook.
• Label accuracy: ⚠️ PARTIALLY ACCURATE. The subject IS toenails, but "Toenails" as a category misses the actual content mechanic: this is a "beauty hack" framing that works because of curiosity + novelty ("press-ons but for toes?"), not because toenail content inherently performs.
• Implication: The hack/novelty framing is the engine — not the subject matter. "Have you tried this?" is a strong engagement hook. The toenail angle is just the vehicle.

Post #4 — 7462613187611888939

• Upwork label: "Tutorial/How-To"
• Actual caption: *"🚨 psa: don't let your press-ons fail you! here's how to slay the perfect application every time 💅✨ #pressonnails #nailhacks #nailcare"*
• What it actually is: Press-on nail application tutorial with a "PSA" urgency hook. Teaches correct application technique.
• Label accuracy: ✅ CORRECT. This is legitimately a Tutorial/How-To post. The PSA framing adds urgency ("your press-ons might be failing because of this") — classic tutorial hook.
• Implication: Tutorial content that leads with a failure-prevention hook ("don't let your press-ons fail you") outperforms generic tutorials. The problem-first structure earns engagement even in an educational format.

Post #5 — 7192696948661587246

• Upwork label: "Brand Story"
• Actual caption: *"BRB on my lunch break to Sephora 🏃‍♀️💨 #sephora #sephorahaul #glamnetic #pressons #pressonnails @sephora @sephoracanada"*
• What it actually is: Retail distribution announcement / Sephora launch moment. "BRB rushing to Sephora" = organic excitement about Glamnetic being available at Sephora. Social proof + distribution milestone.
• Label accuracy: ❌ WRONG. This is not a brand story — it's a retail availability / Sephora haul post. Far more accurately categorized as "Product Launch / Distribution" or "Social Proof."
• Implication: Retail availability content ("we're at Sephora now") generates strong engagement when framed as exciting news, not a press release. The "lunch break rush" framing makes it feel organic, not corporate. For Piqki: launch distribution announcements as energy, not announcements.

Post #6 — 6946266618020318469

• Upwork label: "Joke"
• Actual caption: *"Introducing the world's first magnetic press on nails 👀💅🔥🚀 #pressonnailsbusiness #magneticpressonnails #magneticnails"*
• What it actually is: Product launch / innovation announcement for Glamnetic's core magnetic nail technology. "World's first" claim. This is a landmark brand moment — probably one of their earliest viral posts.
• Label accuracy: ❌ COMPLETELY WRONG — possibly the worst mislabel in the dataset. This post is the polar opposite of a joke. It's a product launch announcement for their breakthrough technology. The categorizer likely saw the "👀💅🔥🚀" emoji string and assumed humor.
• Implication: Innovation announcement content ("world's first") with strong curiosity/novelty hooks performs exceptionally well even without humor. The emoji-heavy caption masked the actual content type for a non-fluent English reader. This finding alone illustrates how unreliable the Upwork categorization is.

Caption Validation Summary

Score: 1 correct, 1 partial, 4 wrong out of 6 posts verified. The subject labels in this dataset should be treated as noise for qualitative analysis. The engagement numbers are the signal. Do not build strategy on category-level label aggregations without first validating a representative sample of captions.

THE DERIVATIVE PROBLEM (Critical Strategic Note)

Gin's intelligence: Glamnetic actively scouts fast-growing small brands and replicates what's working. Their strategy is derivative by design.

What this means for Piqki:

• Don't copy Glamnetic's playbook — you'd be copying a copy
• The original performance is always with the SOURCE brands (small creators, indie accounts, nail artists with 5-50K followers who go viral authentically)
• Find the sources Glamnetic is pulling from BEFORE they pull from them

How to find the originals:

1. Search TikTok for nail content sorted by "Most Liked" in the last 30/60 days — filter out accounts with >100K followers. The stuff that pops from small accounts is what Glamnetic will copy next.

2. Watch for engagement rate spikes on small accounts (10K-50K followers) — that's early signal

3. Monitor r/RedditLaqueristas + nail-specific Pinterest boards for aesthetic trends before they hit mainstream

The Piqki moat: Be the brand that originates. "Controlled chaos, nihilist-but-cute, Silver Lake/Bushwick energy" is not something Glamnetic will ever copy — it's not their customer. Own the lane that's too weird for them.

DATA ARSENAL — Sources Beyond This Dataset

Independent, non-marketing-material data sources for creative validation:

CONTENT RECOMMENDATIONS FOR PIQKI (from data)

Priority 1 — Do this immediately:

• Build Comparison/Versus content as a core P1 format. This is the #1 performer in the category and grossly underdeveloped by Glamnetic (only 8 posts despite being best performer). The angle: Piqki vs. salon, Piqki vs. generic press-ons, Piqki vs. 20-minute application.

Priority 2:

• Changing nails content — 31 Glamnetic posts, strong performance (205K avg views, 2.63% eng). The "before/after" of nails changing. Perfect for PiqWheel's speed story.

Priority 3 — Validate before committing:

• Brand Story/Mission/Values content performs best on engagement RATE. But low n. Use for P3 after launch when you have customer proof. Don't lead with values — lead with the product.

What NOT to do (data says):

• Don't chase trends. 509K views, 0.74% eng rate. Sounds good, converts poorly.
• Don't make the founder the face (Piqki model is already right — validates vs. Glamnetic data).
• Don't dump resources into product launch posts — lowest engagement, most overcrowded.

LTV/AOV LEVERS (answers Gin's question)

Beyond CAC, these are the levers that make the model work even at $30+ CAC:

The real answer to CAC fear: A customer who buys every 2-3 weeks has a $1,200+ annual value. At $35 CAC, that's a 34:1 LTV:CAC. The math works even in the conservative scenario — IF you build the retention engine (email sequences, SMS, loyalty).

*Data source: Upwork social media analysis dataset, cleaned and deduplicated Feb 2026.*

*Next step: Pull Meta Ad Library data for active Glamnetic + O&J paid ads.*