Sponsored content
doesn't interrupt the show.
It becomes an episode of it.
The First 10 Weeks
Verified Instagram insights, since launch · 20 July to 28 September 2026 · 61.1K followers and climbing. Updated 2026-10-02.
15.6 million people watched since launch against a following of 61,140 — reach roughly 255× the follower count. That is discovery, not an audience we already own. 97% of those views came from non-followers. 185K shares and 65K saves across 81 reels: they send it on, and they keep it.
Who is watching
The core is women 35–44 — 43% of the following on their own, the household decision-maker for food, family and beauty.
How the rates compare
Every figure below is calculated per view over the last 90 days, from Instagram’s own insights. Benchmarks vary by source and by denominator — these are view-based creator ranges, not follower-based.
| Metric | Us | Typical | |
|---|---|---|---|
| Share rate | 0.50% | under 0.2% | 3–5× people forward it |
| Shares to likes | 27% | under 10% | ~3× sent on, not just tapped |
| Engagement rate | 2.6% | 1–2.7% | at or above |
| Save rate | 0.15% | 0.05–0.1% | strong kept to act on |
| Like rate | 1.85% | 1–1.5% | healthy |
| Comment rate | 0.05% | 0.1%+ | below our weakest number |
The share rate is the one that matters. A like is a reaction; a share is a person deciding someone else needs to see this, which is how 96% of our views came from people who do not follow us. The comment rate is genuinely below benchmark and we are not going to dress it up — the format ends on a verdict rather than a question, which earns forwards and costs replies.
Where they are
Countries
- United States55%
- France11%
- United Kingdom9%
- Canada5%
- Australia3%
Cities
- New York12%
- Paris9%
- London9%
- Los Angeles5%
- Chicago4%
Three of the top five cities are outside the United States. One campaign reaches both markets, in both languages, without a second production.
Why Now
A word about our size, because we'd rather say it first.
We are small. The account is months old, not years. The account is ten weeks old and has done fifty-five million views since launch — which is the whole story, told politely: the audience found the show before the follower count could catch up, and it's compounding weekly. A single reel this month passed 7.7 million views on its own. Sixty-one thousand followers today is the smallest this number will ever be — that is up from 44,198 a fortnight ago.
For a brand, that timing is the opportunity. Early partners get founding-partner pricing that will not survive the growth curve, creative attention no large account gives anyone, and the grandfather story — they were with the show at twenty posts — that money can't buy later. Brands have already started reaching out unprompted. The first three set the tone, and the terms.
How Brands Enter the Show
Frenchman vs. ___
Your product becomes an official episode: he encounters it with complete sincerity, and whatever he genuinely says becomes the payoff. The audience can tell the difference. That's the point.
The Aisle Visit
He discovers your product in its retail habitat — the exact format behind our 3.3M-view Market Basket film.
The Verdict
He examines your product the way he examines everything — glasses lowered, label read, a pause, a blunt observation. Dry, quotable, endlessly clippable.
All content is delivered in the account's cinematic house style, with his real reaction. He cannot pretend — we've tested this. We write your product in; nobody reads a script.
Talk to Us
Audience figures are above. Rates, formats and availability by email.
Curious how a two-person account made fifty-five million views in ten weeks? The whole stack is here — what we use, what it costs, what we would skip.
Building something co-branded? Colour, type, logo marks and usage rules are in the brand book.
Founding-partner pricing applies to our first three brand partners — a policy of the current size, not the future one.