Surf Hardware — Instagram Intelligence
FCS · Dakine · Futures · Creatures · O&E · True Ames · VEIA · NVS
May 2026 · 89 posts analysed (last 30 days)
Overview
Performance
Report Card
Major Brands — 100K+ Followers
@fcs_surf
FCS
405.4K
Followers
4.2
Posts / week
1,038
Avg likes
11
Avg comments
@dakine
Dakine
195.0K
Followers
1.6
Posts / week
789
Avg likes
38
Avg comments
@futuresfins
Futures Fins
147.3K
Followers
3.0
Posts / week
1,254
Avg likes
14
Avg comments
@creaturesofleisure
Creatures of Leisure
94.0K
Followers
1.9
Posts / week
1,816
Avg likes
13
Avg comments
Specialist & Emerging Brands
@ocean_earth79
Ocean & Earth
35.1K
Followers
5.1
Posts / week
109
Avg likes
2
Avg comments
@true_ames
True Ames
28.4K
Followers
3.0
Posts / week
332
Avg likes
13
Avg comments
@veiasupplies
VEIA Supplies
18.2K
Followers
1.4
Posts / week
160
Avg likes
5
Avg comments
@nakedvikingsurf
Naked Viking Surf
13.2K
Followers
0.5
Posts / week
1,728
Avg likes
32
Avg comments
Top ER — Last 30 Days
Naked Viking*
13.33%
Creatures 1.95% · True Ames 1.20%
VEIA 0.91% · Futures 0.86%
VEIA 0.91% · Futures 0.86%
Content Efficiency
Naked Viking*
3,456
Creatures 956 · Futures 418
True Ames 111 · O&E 21
True Ames 111 · O&E 21
Comment Quality Index
Dakine leads
4.82%
VEIA 3.13% · True Ames 2.71%
NVS 1.85% · O&E 1.83%
NVS 1.85% · O&E 1.83%
Audience Saturation
Dakine healthiest
0.008
FCS 0.010 · Futures 0.021
True Ames 0.106 · O&E 0.145 ⚠
True Ames 0.106 · O&E 0.145 ⚠
Key Insights — 8-Brand Hardware Field (30-Day)
1
FCS is posting 4.2×/week to 405K followers and only achieving 0.26% ER. This is a content resonance problem, not a volume problem — 1,038 avg likes from 405K followers is a very poor conversion rate. FCS runs 72% video and just 28% carousel. Every high-ER brand in this field skews carousel. That is the lever.
2
Creatures of Leisure is the biggest mover in the 30-day window. Their ER jumped from 0.90% (historical) to 1.95% on the 30-day window — the largest positive swing in the field. Something changed in their recent content. The 50/50 carousel-video split is the clearest structural difference from the large-account brands.
3
The verified field standard is True Ames at 1.20% ER with 77% carousel. VEIA (0.91%) and Creatures (1.95%) reinforce the same pattern: carousel-first, sub-2 posts/week, tight audience. Every major brand sits at 0.26–0.86% ER. The format gap is the explanation.
Engagement Rate — Full Field
(Avg likes + avg comments) ÷ followers × 100 · last 30 days · sorted by ER
Posting Frequency — Full Field
Average posts published per week (last 30 days)
Format Mix — All 8 Brands
@fcs_surf · 30d
Video72%
Carousel28%
@dakine · 30d
Video71%
Carousel29%
@futuresfins · 30d
Video62%
Image23%
Carousel15%
@creaturesofleisure · 30d
Carousel50%
Video50%
@ocean_earth79 · 30d
Carousel50%
Video45%
Image5%
@true_ames · 30d
Carousel77%
Video23%
@veiasupplies · 30d
Carousel50%
Video50%
@nakedvikingsurf · 30d ⚠
Carousel50%
Video50%
ER Leaderboard — 30 Days
#1
NVS*
13.33%
#2
Creatures
1.95%
#3
True Ames
1.20%
#4
VEIA
0.91%
#5
Futures
0.86%
#6
Dakine
0.42%
#7
O&E
0.32%
#8
FCS
0.26%
* NVS: only 2 posts in 30-day window — directional only
Excluding NVS — Verified Field
Without Naked Viking, the field leader is Creatures at 1.95% — their strongest 30-day window on record. The verified avg ER across the 7 remaining brands is 0.78%. FCS (0.26%) and O&E (0.32%) sit well below field average despite active publishing cadences.
Audience Saturation Index
Posts per week per 1K followers. Higher = audience fatigue risk.
Ocean & Earth
0.145
⚠⚠ Severe over-publishing
True Ames
0.106
⚠ Elevated — monitor closely
VEIA Supplies
0.077
⚠ Moderate-high
Naked Viking*
0.038
Healthy (small account)
Futures Fins
0.020
✓ Healthy
Creatures
0.020
✓ Healthy
FCS
0.010
✓ Healthy
Dakine
0.008
✓ Very healthy
Brand Report Card
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Composite score across engagement rate, format strategy, content volume health, and audience quality
