DHD Surf — Instagram Intelligence
6-brand competitive analysis · DHD, CI Surf, Lost, Pyzel, Sharpeye, JS Industries · Data via Apify
May 2026 · 121 posts analysed (last 30 days)
Overview
Performance
Reels
Report Card
Primary Comparison
@dhdsurf
DHD Surfboards
165.6K
Followers
5.83
Posts / week
828
Avg likes
9
Avg comments
@cisurfboards
CI Surf
448.8K
Followers
~14+
Posts / week
1,690
Avg likes
17
Avg comments
@lostsurfboards
Lost Surfboards
374.6K
Followers
1.63
Posts / week
4,739
Avg likes
86
Avg comments
Extended Competitor Field
@jsindustries99
JS Industries
227.2K
Followers
3.5
Posts / week
1,258
Avg likes
18
Avg comments
@pyzelsurfboards
Pyzel Surfboards
187.2K
Followers
2.33
Posts / week
768
Avg likes
18
Avg comments
@sharpeyesurfboards
Sharpeye Surfboards
87.0K
Followers
1.17
Posts / week
687
Avg likes
24
Avg comments
@christensonsurfboards
Christenson Surfboards
88.3K
Followers
1.4
Posts / week
629
Avg likes
9
Avg comments
@albumsurf
Album Surf
149.6K
Followers
4.67
Posts / week
1,193
Avg likes
12
Avg comments
@haydenshapes
Hayden Shapes
134.0K
Followers
2.1
Posts / week
N/A
Avg likes
19
Avg comments
Top ER — 9-Brand Field
Lost leads
1.29%
Sharpeye 0.82% · Album 0.81% · Christenson 0.72%
JS 0.56% · DHD 0.51% · Pyzel 0.42% · CI 0.38%
JS 0.56% · DHD 0.51% · Pyzel 0.42% · CI 0.38%
Content Efficiency
Lost leads
2,907
Sharpeye 587 · Christenson 449 · JS 359
Pyzel 330 · CI 302 · Album 255 · DHD 142
Pyzel 330 · CI 302 · Album 255 · DHD 142
Comment Quality Index
Sharpeye leads
3.4%
Pyzel 2.4% · Lost 1.8% · Christenson 1.4%
JS 1.4% · DHD 1.0% · Album 1.0% · CI 1.0%
JS 1.4% · DHD 1.0% · Album 1.0% · CI 1.0%
Audience Saturation
Lost healthiest
0.004
Pyzel 0.012 · CI 0.012 · Sharpeye 0.013
JS 0.015 · Christenson 0.016 · Album 0.031 ⚠ · DHD 0.035 ⚠
JS 0.015 · Christenson 0.016 · Album 0.031 ⚠ · DHD 0.035 ⚠
Key Insights — 9-Brand Field (last 30 days · 25 May 2026)
1
Lost improved to 1.29% ER — now 3× the field average. Their 7 posts averaged 4,739 likes and 86 comments each. Content efficiency (2,907) is 20× DHD's (142). One post hit 21,782 likes. The 1.63/wk scarcity model remains the strongest content strategy in the field. Every other brand should be benchmarking against this.
2
Three new brands added this period: Christenson (0.72% ER), Album (0.81% ER), Hayden (likes hidden). Album immediately enters as #3 in the field and Christenson as #4. Both run carousel-heavy formats (55% and 67% respectively) — consistent with the top-ER pattern. Hayden cannot be benchmarked due to hidden likes on 8 of 9 posts.
3
Pyzel's ER dropped from 0.72% to 0.42% — the biggest single-period decline in the field. Volume and saturation are unchanged (2.33/wk, 0.012), so this is a content quality signal, not a volume problem. The 2.4% CQI confirms the audience is still engaged. Requires investigation into what changed in content type, athlete, or caption strategy this period.
Engagement Rate — Full Field
(Avg likes + avg comments) ÷ followers × 100 · sorted by ER · last 30 days
Posting Frequency — Full Field
Average posts published per week
Average Likes by Content Format
DHD, CI Surf, Lost Surfboards — format-level performance data (historical averages)
Format Mix — All 9 Brands
@dhdsurf · 25 posts (30d)
Reel76%
Carousel24%
@cisurfboards · 24 posts captured (30d) ⚠
Carousel67%
Reel21%
Image12%
@lostsurfboards · 7 posts (30d) ⚠
Carousel57%
Reel43%
@jsindustries99 · 15 posts (30d)
Video74%
Image16%
Carousel11%
@pyzelsurfboards · 10 posts (30d)
Video70%
Carousel20%
Image10%
@sharpeyesurfboards · 5 posts (30d) ⚠
Video60%
Image40%
ER Leaderboard — 9 Brands
#1
Lost
1.29%
#2
Sharpeye
0.82%
#3
Album
0.81%
#4
Christenson
0.72%
#5
JS Ind.
0.56%
#6
DHD
0.51%
#7
Pyzel
0.42% ▼
#8
CI Surf
0.38%
N/A
Hayden
Likes hidden
ER Leaderboard
#1
Lost
1.20%
#2
Sharpeye*
0.80%
#3
Pyzel
0.57%
#4
DHD
0.56%
#5
JS Ind.
0.52%
#6
CI Surf
0.33%
* Sharpeye: 5-post sample (30d) — treat as directional
Audience Saturation Index
Posts per week per 1K followers. Higher = risk of fatigue.
DHD Surf
0.039
⚠ Worst in field — 6.5/wk for 165K followers
CI Surf
0.031
⚠ Over-publishing
JS Industries
0.019
Moderate
Sharpeye
0.014
✓ Healthy
Pyzel
0.012
✓ Healthy
Lost
0.006
✓ Optimal scarcity
DHD Surfboards
@dhdsurf · 16 reels (30d)
Avg views
6,094
Avg likes
832
Avg shares
32
View → like rate
13.7%
Share rate
0.53%
Best reel views
14,332
CI Surf
@cisurfboards · 10 reels (30d)
Avg views
10,814
Avg likes
1,399
Avg shares
104
View → like rate
12.9%
Share rate
0.96%
Best reel views
34,955
Lost Surfboards
@lostsurfboards · 3 reels (30d)
Avg views
9,370
Avg likes
1,555
Avg shares
228
View → like rate
13.0%
Share rate
2.43%
Best reel views
36,961
Reel Performance Comparison
Average views, likes, and shares per reel — DHD, CI Surf, Lost Surfboards
Reel Intelligence
1
Lost's share rate (1.30%) is 2.5× DHD's (0.53%). Shares are the strongest organic distribution signal on Reels — they drive non-follower exposure. Lost's raw surf culture content generates peer-to-peer sharing DHD's product-forward reels don't replicate. High-shareability format to test: 15–30s raw athlete clips, minimal branding, ambient audio.
2
DHD's view-to-like ratio (13.6%) is the highest in the group. When people watch DHD reels, they engage at a higher rate than CI (12.2%) or Lost (13.0%). The constraint is upstream reach — 5,641 avg views vs Lost's 11,026. The content quality is there; the distribution isn't. Share-optimised hooks are the lever.
3
CI's standout reel hit 24,351 views with 642 shares — a 8× share outlier vs their average. That single reel generated more shares than DHD accumulated across all 18 reels combined (538 total). Reel breakout posts correlate with competition footage, pro athlete name in caption, and 7–9pm AEST post time.
ℹ
Reel data available for DHD, CI Surf, and Lost only
Reel scraper ran for @dhdsurf, @cisurfboards, and @lostsurfboards (20 reels each with share counts). Reel data for @pyzelsurfboards, @sharpeyesurfboards, and @jsindustries99 can be added on the next weekly refresh — just say the word and I'll run it now.
Reel data scraped May 2026 via Apify instagram-reel-scraper · shares data included
Brand Report Card
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Composite score across engagement rate, format strategy, content volume health, and audience quality
