What happens when someone outside of social uses a social media tool for brand comms? Brand Strategist Aisha Al-Abdallah puts Creatrix through a stress test for surprising results.
What strategists don’t need is more metrics.
One relevant insight can change your brands direction.
And at a time where AI solutions are a dime a dozen, what strategists really need is something intuitive to use, that can also flex to all the different ways strategists conduct their research.
So when using Creatrix as someone who isn’t a social planner, I got to explore the tool without preconceived expectations.
I saw how it pinpoints the crowd your brand attracts and what your audiences are saying online.
The customer sentiment feature tally’s up your audiences’ reactions and interprets their conversations, to map the personas who’d most engage with each content piece. Based on that, the platforms suggests specific content should you integrate into your social strategy to emulate similar results.
One revealing test was done with brands known to be premiumising their positioning. I ran their accounts through, and found many to still be resonating with discount-minded shoppers. They had introduced elevated imagery and TOV, yet, the shift had done little to recruit new people to their community. Imagine the power of knowing this as a brand manager?
Strategize backwards from content
This tool is a powerful temperature test for brand perception where it counts – in consumers’ native spaces.
What motivates them, what they’re searching for, how they go about getting what they want, all revealed from online chatter.
It’s like x-raying their hearts and minds as you eavesdrop on their conversations.
Beyond Social Strategy
So despite being a brand strategist using a social media tool, the findings lead me to a treasure trove of brand implications – informing principles and guidelines, positioning.
Thinking ahead, Creatrix could inform bigger bets – more informed A/B testing, creative strategy testing ahead of big campaign roll outs, increased ad spend efficiency, all using comment sentiment as the barometer for success.
When the adoption verses understanding of AI often feel out of balance, Creatrix is built like a human. It’s intuitive and easy to connect to.
As their founder, Lauren Wallett says, “It’s a quantitative tool for qualitative people.”
Creatrix does the heavy lifting for you by unearthing insights, allowing you to use them for your unique approach to strategy.
Creatrix is built as a support system for strategists.
Aisha Al-Abdallah is a freelance strategist with a background in brand management and innovation across Alcohol, Beauty and F&B space, and a love for all things beauty, skincare and luxury. Connect with her on LinkedIn.
