Brand Engagement Analysis

I've been thinking a lot about the kind of content brands put into the world. Some of it sparks conversation and strengthens brand connection. Some of it...just fills the feed. Most B2C brands are great at chasing engagement, but not always at building brand meaning. When I mapped it out, the content that matters most always ends up in the upper-right quadrant: High Engagement + High Cultural Relevance / Emotional Impact. 🟩 The Sweet Spot This is content people actually interact with and that strengthens brand connection: • User-Generated Storytelling (not just reviews, but authentic, emotional UGC) • Lifestyle & Aspirational Content (travel inspo, fashion, wellness — fits seamlessly into how people see themselves) • Viral TikTok/Reels Trends (when done authentically and in sync with culture) • Influencer Collaborations (especially when creators embody your brand values) • Community Challenges / Hashtag Activations (identity-driven and participatory) This is where loyalty gets built. Where campaigns outlive algorithms. Where engagement means something. ⸻ 🟧 What to Watch Out For (Low/Low) • Generic Product Ads (feature dumps without story) • Random Sales Promotions (uninspired discount graphics) • Forced Trend-Jacking (when brands hop on memes without fit) 👉 These pieces don’t move the needle on culture or engagement. ⸻ 🟪 The Trap (High Engagement / Low Relevance) • Giveaways / Sweepstakes (quick hits, low equity) • Funny Memes / Low-lift Humor (attention-grabbing but not tied to your brand) • Clickbait-y Hacks (drive views without deepening connection) • Flash Discounts (transactional, not relational) 👉 Yes, these light up the metrics — but they don’t build lasting brand affinity. ⸻ The takeaway? Don’t just chase clicks. Make more content for the upper right: where engagement fuels cultural relevance, and cultural relevance and emotional impact fuels long-term brand love. 𝙄𝙛 𝙮𝙤𝙪 𝙝𝙖𝙫𝙚𝙣’𝙩 𝙨𝙚𝙚𝙣 𝙢𝙮 𝘽2𝘽 𝙢𝙖𝙩𝙧𝙞𝙭, 𝙘𝙝𝙚𝙘𝙠 𝙞𝙩 𝙤𝙪𝙩 𝙝𝙚𝙧𝙚: https://lnkd.in/d7DXQDMB 𝙄’𝙡𝙡 𝙙𝙞𝙫𝙚 𝙙𝙚𝙚𝙥𝙚𝙧 𝙞𝙣𝙩𝙤 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙞𝙣 𝙪𝙥𝙘𝙤𝙢𝙞𝙣𝙜 𝙄𝙣𝙨𝙞𝙙𝙚 𝙎𝙤𝙘𝙞𝙖𝙡 𝙈𝙚𝙙𝙞𝙖 𝙇𝙚𝙖𝙙𝙚𝙧𝙨𝙝𝙞𝙥 𝙣𝙚𝙬𝙨𝙡𝙚𝙩𝙩𝙚𝙧𝙨. 𝙎𝙪𝙗𝙨𝙘𝙧𝙞𝙗𝙚 𝙝𝙚𝙧𝙚: https://lnkd.in/d28dna4K

Your competitor just spent Rp 500M on a campaign that FLOPPED. 💸 Want to know why before you make the same mistake? I just analyzed 169 posts from Indonesia's #1 water brand (AQUA) and found something creative agencies are missing: ⚠️ Plot Twist: Their TOP performing content (76K+ likes) isn't about the product at all. Here's what actually works in 2025 (based on REAL data, not AI hallucinations): 🎯 National Pride Content: 76,156 likes 🎁 Gamification Campaigns: 38,628 likes  📚 Educational Product Content: 22,600 likes The pattern? Emotion beats product features 3.4x This analysis includes: ✓ 141 videos + 79 images analyzed ✓ 3 platforms tracked (TikTok, Instagram, Twitter) ✓ Every engagement metric verified ✓ Zero AI fabrication - 100% real data What I discovered: 1. AQUA's most engaging content? Indonesian National Team partnerships. Not the water. The patriotic feeling. 2. Their "billions in prizes" gamification (unique bottle cap codes for cars, apartments, gold) gets 70% MORE engagement than product purity messaging. 3. Cinema event activations (watching matches at CGV with AQUA) create 52,805 views - because they're selling EXPERIENCES, not hydration. 4. UGC-style content mixed with high-production cinematics performs better than pure professional content. 5. Their consistent "100% MURNI" positioning appears in EVERY piece of content - but always SECONDARY to emotion. Real data from Aug-Nov 2025: - 169 total posts - 226 text pieces analyzed  - TikTok: 69 posts (Aug 26 - Nov 23) - Instagram: 100 posts (Oct 7 - Nov 23) - Twitter mentions: 288 organic conversations Most creative agencies are flying blind, using ChatGPT to "analyze" competitors. Problem? Generic AI makes up data. This is what real competitive intelligence looks like: → Verified engagement metrics → Actual production styles documented → Real emotional tone analysis → Platform-specific performance data 🎁 Want the full dashboard with all 169 posts analyzed? Comment "AIR" below and I'll DM you the complete report (FREE for creative agencies) Perfect for: → Creative agencies pitching FMCG brands → Brand managers planning 2026 campaigns  → Strategists who are tired of guessing #CreativeAgency #MarketingIntelligence #CompetitiveAnalysis #FMCG #Indonesia #BrandStrategy #DataDriven #SocialMediaMarketing #DigitalMarketing #MarketingTech #AdologyAI

Most brands segment based on opens or clicks in the last 90 days. Seems safe, right? Wrong. With Apple’s privacy updates (hello, iOS 18.3!) and increasing inbox automation, “open” ≠ engaged anymore. Here's what’s happening: • Apple Mail Privacy inflates open rates • Bots click links to test safety, skewing engagement • Subscribers “opening” emails don’t always remember who you are Better segmentation fix: • Segment by meaningful action (e.g., purchase, site visit, form completion) • Combine multiple signals (click + browse + purchase intent) • Move beyond simplistic windows like “90 day opened” Stop calling passive viewers “engaged”. Real engagement means they took deliberate action. That’s where revenue lives.

We have been looking deeper at Creators and Brands using our Insights platform Tellagence. I wanted to share some take aways for those of you working with brands and creators from a report we recently ran using 100+ recent pieces of content from one creator and the reactions/comments from their audience. 🛑 The 100-Post Blind Spot: Why Your Creator Strategy is Only 10% Effective A challenge to all Creator Analysts & Strategists: We need to stop checking just the last 10 sponsored posts for risk. The real signal, whether good or bad, is buried in a creator's last 50-100 organic and cultural conversations. New data from the our Pulse Report confirms a vital truth: Creator success hinges on adjacent cultural traction and values alignment, not just reach. 1. Decoding True Audience Resonance (The Opportunity) Analyst Question: Does the audience react in line with the brand, or are they finding other things to discuss? The Data Answer: They are passionately discussing adjacent cultural topics. The biggest thematic conversation wasn't about a product, but "Culinary and Cultural Reflections" (a massive 19.3K record count) focused on debates like tamale quality and sushi etiquette. Strategic Takeaway: The debate is hotter than the pitch. Your brand's opportunity is not to interrupt, but to host this existing, high-passion conversation (e.g., launching a "Food Rules" debate series). 2. Quantifying Brand Risk (The Gap) Analyst Question: How do consumers react to non-brand, values-based topics? The Data Answer: High-intensity, value-based critique is the true risk signal. While 30% of the overall sentiment was negative, the critical volume tied to an entertainment brand's "Controversial Practices" (ethical failings, employee treatment) was small but potent: only 1.5K records. Strategic Takeaway: This small volume of high-intensity negativity is the true measure of brand risk. Deep analysis surfaces these values conflicts before a campaign, allowing you to proactively turn risk into a trust-building effort (e.g., a transparent "Brand Principles" content pillar). 3. Campaign Opportunities: Focus on Replicable Emotion When presenting this insight to a client, shift the focus from who to hire to what emotion to replicate. Opportunity A: Low-Friction Joy. A single viral piece (12.6K records) drove massive positive engagement purely on shared joy and humor. Actionable Idea: Don't chase the next topic; chase the next feeling. Replicate low-barrier success with UGC series (e.g., "Sounds of Joy") to tap into universal positive experiences. Continued in comments...

YouTube is doubling down on brand measurement. Their new Brand Pulse Report gives advertisers a unified view of paid ads, creator collaborations, and user-generated videos - connecting reach, recall, and engagement to show how video drives long-term brand outcomes. It’s another signal of where the market’s heading: proving the ROI of awareness is becoming a competitive edge, not a luxury. We’ve seen this shift in our data for months, and we saw it play out clearly with Sweaty Betty Their challenge? They already knew how brand activity drove short-term sales but needed proof of the longer-term impact of awareness spend. Without causal evidence, defending budgets was tough - especially with finance teams focused on immediate ROAS and CAC. Using Fospha’s Glow, we mapped the link between brand investment, leading indicators, and downstream results. The analysis pinpointed engaged visits and branded search impressions as the most predictive signals of future efficiency. That gave Sweaty Betty measurable, short-term proof of brand effectiveness - evidence they could use to protect and optimize spend. The results? +2.3% uplift in AOV among new customers. Links to the full Sweaty Betty case study and Glow Report in the comments below. #BrandMeasurement #YouTube #FullFunnel #FosphaGlow

Lots of opinions about the new Burger King campaign System1 tested it with real customers. It splits the crowd. Using Test Your Ad Outdoor, we've shown it to a large crowd of the UK public to understand their emotional reaction, why they felt this way, what associations it builds and whether they knew it was for Burger King. We've shown that this data predicts how hard a campaign will work in the long and short term once it's out in the real world. 1. It's important to note that research with System1, JCDecaux and Lumen Research has shown that people look at posters for 2sec on average. So, getting brand recall at this time is key. Amazingly, this ad is one of the most 'fluent' we've ever tested. In just 2 seconds, 89% of viewers know it's for Burger King. 2. Even better, when people are done viewing. 97% of people know this ad is for Burger King. This puts it in the top 5% of OOH campaigns for brand recognition. 3. What about short-term effects? Ads need to engage, causing a high level of emotional arousal, to inspire some sort of short-term behaviour change. Again, this ad does very well. The emotional insight and proactive imagery does it's job. 4. For long-term brand building, ideally we leave viewers feeling positive towards the brand. Here's where it splits the crowd. It's one of the most polarising we've tested. 30% of people feel intense disgust, contempt and sadness. But 40% LOVE it, feeling happiness and surprise. 5. Important to note the strategy here. Emotions aren't the end goal of advertising, they activate strategy. You need to land positioning and brand associations to build salience. We see 46% of viewers recalling "fast food", linking the brand to the category well. However, we see no "delivery" messaging being created. Which looks to be the objective here - hard to tell! 6. We dug deeper into the data to understand how females feel compared to males. It's surprisingly similar. 5% more Female viewers feel happiness with less feeling nothing. But very similar amounts of negative emotions. So - all in all, did it work? It will remind people of the brand, it's linked to the category, and it gets a lot of engagement (which will drive earned reach and short-term effects) but it will only build long-term equity for a segment of the public. You see a lot of the anger is due to people rejecting the category and the brand's tone of voice. This could exactly be the objective of the campaign. Using this data - I think it's a winner. It's anything but dull. You can see the full testing report here for free: https://lnkd.in/ebQFn-_P I share #advertising and #marketing insights daily, follow for more. Thanks for sharing Will Poskett

I just analyzed 2 months of my Instagram data in 45 minutes. 5 insights I wish I knew sooner. No SQL. No Python. Just plain English questions. It's an open-source AI analyst system built on Claude Code - 18 specialized agents, 39 skills, all markdown. You connect your data, ask a business question, and it frames it, explores your data, finds the root cause, builds a narrative, and hands you a branded slide deck with speaker notes. 𝐇𝐞𝐫𝐞'𝐬 𝐰𝐡𝐚𝐭 𝐢𝐭 𝐟𝐨𝐮𝐧𝐝: 1. 𝐃𝐚𝐭𝐚 𝐒𝐜𝐢𝐞𝐧𝐜𝐞 𝐑𝐞𝐞𝐥𝐬 = 𝐦𝐲 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐞𝐧𝐠𝐢𝐧𝐞 ↳ 8% average engagement rate (highest on my account) ↳ 406 new followers per post 2. 𝐉𝐨𝐛 𝐒𝐞𝐚𝐫𝐜𝐡 𝐑𝐞𝐞𝐥𝐬 = 𝐦𝐲 𝐯𝐢𝐫𝐚𝐥 𝐫𝐞𝐚𝐜𝐡 𝐞𝐧𝐠𝐢𝐧𝐞 ↳ 187K average views per post ↳ 3x more reach than anything else ↳ One post hit 700K views 3. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥 𝐒𝐭𝐨𝐫𝐲 𝐂𝐚𝐫𝐨𝐮𝐬𝐞𝐥𝐬 = 𝐜𝐮𝐭𝐭𝐢𝐧𝐠 𝐭𝐡𝐞𝐦 𝐢𝐦𝐦𝐞𝐝𝐢𝐚𝐭𝐞𝐥𝐲 ↳ 44 saves per post (1/40th of Job Search content) ↳ Not worth the production time 4. 𝐍𝐞𝐯𝐞𝐫 𝐩𝐨𝐬𝐭 𝐨𝐧 𝐓𝐡𝐮𝐫𝐬𝐝𝐚𝐲𝐬 ↳ 27K reach on Thursdays vs 140K on Wednesdays ↳ Same content. Completely different results. 5. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥 𝐒𝐭𝐨𝐫𝐲 𝐑𝐞𝐞𝐥𝐬 = 𝐔𝐒 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐦𝐚𝐠𝐧𝐞𝐭 ↳ 56% US viewers on average ↳ Critical for brand deals and course sales 𝐒𝐦𝐚𝐥𝐥 𝐬𝐚𝐦𝐩𝐥𝐞 𝐜𝐚𝐯𝐞𝐚𝐭: Two months of data means these are directional signals, not statistically proven conclusions. But the patterns are clear enough to act on. This kind of analysis would have taken me days. It took 45 minutes. My content team (Muskan Agarwal, Cherry Media) is already using this report to plan next month's content. Thanks for building this, Shane, Sravya, and Hai. They're also running a free session tomorrow on analyzing product data with Claude Code. 𝐑𝐞𝐠𝐢𝐬𝐭𝐞𝐫 𝐡𝐞𝐫𝐞: https://lnkd.in/d5WX3Cwz 𝐅𝐮𝐥𝐥 𝟓-𝐰𝐞𝐞𝐤 𝐈𝐧-𝐃𝐞𝐩𝐭𝐡 𝐜𝐨𝐮𝐫𝐬𝐞: https://lnkd.in/d9puN3rP (Repo link and Full report in the comments section 👇) What would you analyze first if you had this kind of tool? ♻️ Repost to help a creator or analyst drowning in data

I get it. Brand feels intangible, hard to prove, and frustrating to justify in executive meetings and boardrooms. It's been the story of my life for almost twenty years. So, last week, I shared a brand score framework to hopefully help. I'm sharing it again to provide a little more context to the deliverable. This guide breaks down the why, how, and what next of brand measurement. Why Is Measuring Brand So Hard? Most leaders know brand is important. “Oh yeah, brand is the rizz.” But the same people talking about rizz expect immediate results—revenue, efficiency, valuation. The challenge? (1) Brand impact is long-term, while execs focus on short-term revenue. (2) Brand influence on sales is indirect but still real. (3) Brand must align with financial KPIs or risk losing investment. Marketing needs a better way to prove brand value. How Brand Ties to Business Outcomes: Brand doesn’t just "exist"—it affects acquisition, retention, and pricing power. Here's how to connect it to financial impact: Increase Branded Search Traffic >>> Lower CAC Orangic Website Traffic Growth >>> Higher inbound pipeline Social Engagement Growth >>> More efficient sales cycles Customer Advocacy & Reviews >>> Higher deal velocity & expansion $$ Brand Awareness + PR >>> higher valuation multiples Share of Voice & Analyst >>> Increase inbound interest NPS >>> Higher retention Brand-building’s impact compounds over time. Use predictive modeling to show future value. Here are some ideas: Branded CAC vs. Non-Branded CAC – Show that branded inbound leads cost less over time by comparing CAC trends. Sales Cycle Compression Model – Measure the reduction in sales cycle duration for accounts exposed to brand content. Brand Awareness & Future Revenue Impact – Track branded search traffic increases and their correlation to pipeline growth. Okay... back to the brand score, we want to measure across six weighted categories: Brand Awareness, Brand Trust & Reputation, Brand Differentiation, Brand Engagement, Brand Consistency, and Brand Perceived Value. And it's super important to measure across all six pillars. Check out the image for more context on weighting and what to measure. How to Calculate Your Brand Score: (1) Score each category on a 1-10 scale using internal and external data. (2) Apply weights and calculate a final Brand Score out of 100. (3) Track progress over time and compare with competitors. Brand measurement isn’t a "nice to have". It’s the key to unlocking categories and growth. This is also new for me, so I would love feedback on whether anyone has implemented a version of this.

The Business of Fashion Insights x Quilt.AI recently released Brand Magic Index which quantitatively analyses the #brand - #consumer relationship, using AI-driven analysis of social media posts across 50 most powerful #fashion and #luxury brands, based on the clarity of their identity and their relevance in culture. The Index identifies fashion's most magical brands by assessing how effective they are in finding alignment, creating engagement and driving intent with customers. #Alignment: How clear a brand is to customers, as measured by analysis of brand and user-generated content on Instagram, TikTok and YouTube. #Engagement: How effective a brand is in inspiring customers, as measured by customer behavior on Instagram and TikTok. #Intent: How effective a brand is in driving action among customers, as measured by search volume on Google and Baidu, Inc. The BoF Brand Magic Matrix (Alignment x Engagement) 1. MAGICAL BRANDS ie High Alignment x High Engagement: Leading the zeitgeist and captivated audiences without compromising their underlying essence. Heavyweights like Christian Dior Couture, Louis Vuitton, Versace, Calvin Klein and Hermès appear here — but also smaller brands like JACQUEMUS, Maison Margiela and Miu Miu for the clarity of their identity and proven ability to create cultural moments. BoF Reccos: Double down on existing strategies (but take care to continually preserve underlying brand essence) 2. BUZZY BRANDS ie Low Alignment x High Engagement: Driving conversation (and noise) but sometimes with a muddled identity that is not aligned with customers. Gucci, CELINE, Ralph Lauren and Tommy Hilfiger generate high engagement from their followers but might struggle to align across all the customer groups they intend to reach. BoF Reccos: Focus brand around a few key archetypes to drive higher quality conversations. 3. SLEEPY BRANDS ie High Alignment x Low Engagement: Nurturing a loyal but sometimes niche customer base that understands the brand even if the brand itself does not inspire much engagement. TOD'S, Max Mara Fashion Group, DOLCE&GABBANA and FERRAGAMO fly under the radar with muted identities. BoF Reccos: Invest in content and activations that increase share of voice in broader culturally relevant conversations. 4. LOST BRANDS ie Low Alignment x Low Engagement: Lacking a cohesive identity while also failing to generate meaningful engagement. This often indicates they’re undergoing a strategic turnaround eg Burberry, or are in a period of creative leadership transition eg Chloé and TOM FORD, or in search for new creative directors eg GIVENCHY and LANVIN. BoF Reccos: Clarify brand identity and invest in a cohesive marcom strategy that resonates in the cultural zeitgeist. Full report @ https://bit.ly/3WSqmrN

Brand advertising can be measured and should be measured. We recently ran tests to track the full-funnel impact of CTV brand campaigns for one of our clients. I was surprised at impact on cost to acquire customers, and down funnel engagement when users were shown video upfunnel. When we layered brand awareness on top of our demand generation program here is what happened: The CTV campaign reached 91,000 people with 31% audience penetration. Among LinkedIn members who saw the CTV ads, we observed: 👍 14% higher click-through rates on subsequent ads 🔥 639% higher lead form completion rates This was the compounding effect of repeated exposure across the funnel. We also tested consideration campaigns against cold audiences. Members who saw consideration messaging before conversion offers showed: 👍 119% lift in CTR 🔥 42% lift in form completion rates The gap between "warm" and "cold" audiences is substantial. And measurable. B2B companies skip brand work because the ROI feels unclear. But when you can test the impact of up-funnel engagement, you can prove the value. If your cost per lead keeps climbing on bottom-funnel tactics alone, the problem might not be your targeting or creative. It might be that no one knows who you are yet. The math works when you build the full funnel. We have the data to prove it.