Data: I found the top 1500 content creators for relevancy around the keywords: clothes AND delivery, delivery, fashion, accessories AND delivery, apparel.
Hypothesis: Women subscription boxes are the most popular topic within the shopping from home content.
Experiment: Using the keywords women AND subscription to determine the overlap in content produced between the shopping from home world and clothes delivery.
Result: There are 426 TL out of 1500 which feature the keyword clothes AND delivery in the content 4,600 times.
Interesting revelation: even though men subscription boxes had more TL standing at 436 they had less mentions at 4,170.
Having more mentions by less TL has the feel of a genuine review on the viewers' part and that is why women subscription boxes win !
Hypothesis confirmed...for now.
Would you prefer more content producers speaking about your brand with less mentions overall or less content producers with more mentions of your brand?