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How you and your Brand can stay ahead of the competition (without losing your mind)

Like what you read? Here’s more like it!

What if you could understand exactly what your competitors are doing in Creator Marketing — in under a minute?

Universe is our AI-powered conversational assistant with access to over three billion pieces of content from Instagram and TikTok.

 All you have to do is ask. No briefings, no spreadsheets, no waiting around.

Here’s how we do it. (You can copy the prompts and run the same analysis with your own brand.)

Imagine we are running (pun-intended) an athletic brand. Maybe it’s underarmour, maybe it’s Puma. And we want to know how Nike and Adidas are doing with their Creator Marketing strategies.

1. Competitive analysis: Estimated Media Value, mentions, and engagement

To start, we simply asked Universe the following:

“Can you compare @nike and @adidas in the UK market on Instagram during 2024, including EMV, number of mentions, and total engagements?

Here’s what Universe returned in just a few seconds:

Universe doesn’t just show you numbers. It analyzes, compares, and takes you straight to the details. It adds links so you can see exactly which posts generated each metric, explore the actual content, and understand the context.

And on top of that, it generates charts, insights, and conclusions ready to share or present.

2. Content Strategy: Sponsored vs Organic, Content Type, and Influencer Profiles

To understand how each brand is executing their strategy, we asked Universe to break it down in three different ways:

“Compare the brands with three additional breakdowns: sponsored vs. organic content, content types, and influencer types”

As you can see, Universe not only gives you high-level metrics — it also breaks down 

, from the kind of influencers they work with to the formats they rely on and the balance between paid and organic efforts. 

To understand what kind of content is truly resonating with audiences, we asked Universe:

“What are the top 5 posts mentioning each brand, ranked by engagements?”

Universe not only shows you the top 5 — it also includes 

, so you can see exactly what was posted, by whom, and how it performed.

4. What Are the Key Topics in Sponsored Content for Each Brand?

Mentions are one thing — but understanding 

 reveals their true strategic priorities. So we asked Universe:

“What topics are being discussed in sponsored content mentioning @nike and @adidas on Instagram and TikTok in the UK during Q4 2024?”

, helping you understand what kind of stories brands are pushing — and how those stories are being amplified through paid media.

, so you can see the creative, the creator, and the engagement in one click.

Sometimes the most powerful insight comes from 

. The same brand can have very different positioning, volume, and engagement depending on the market. So we asked Universe:

“How many times were @nike and @adidas mentioned in each of the following markets on Instagram in 2024? UK, Spain, France, Italy, Portugal, USA, Germany, Mexico, and Brazil.”

Universe is powered by Primetag’s proprietary database,

 giving it access to billions of structured and geo-located influencer marketing posts across more than 110 countries. 

This means you can run accurate, cross-market comparisons instantly

This analysis is just a sample. Universe adapts to your needs:

What used to take days of work now takes just seconds.

Universe gives you presentation-ready data to help you make fast, evidence-based decisions — not just gut calls.

📈 A full analysis in seconds — and that’s just the beginning

What you’ve seen in this article is just a glimpse of what Universe can do. Behind each answer is the power to explore 

If it lives in Instagram or TikTok data, 

Universe can help you find it, understand it, and act on it.

Get Your Own Competitive Report — For Free

Hey thanks for reading! To give you a little taste of what Universe can do for you, we’ll send you a 

customized report just like the one in Block 1

, with Share of Voice, EMV, mentions, and engagement — comparing the brands you choose, in the market you care about, and for the time period you need.

Want to see how your brand stacks up against the competition?

Want to know more about Universe?

This Is How Universe Analyzes Your Competitors (And We’ll Send You One Report for Free)

When it comes to influencer marketing, everyone wants to believe their brand is ahead of the curve — strategic, data-driven, in control. But behind closed doors, the reality is often very different.

“My agency only gave me last year’s competitive report in the following April.”

“I have no idea what my competitors’ collaborations are actually about.”

“I don’t have the resources to analyze my competitors as often or as thoroughly as I’d like.”

These are real, genuine quotes. And they’re not rare: they’re the kind of confession we hear every week. And it has helped us realize that even the most cutting-edge brands 

are flying blind when it comes to their competition

And the worst part? It’s not for lack of interest: it takes too much time, demands too many resources, and most tools out there don’t do a particularly good job.

Everything in our life is super fast. Gathering intel isn’t.

The reality of today’s marketing world is brutal. Every single day, 

launching campaigns, collaborating with creators

… and you’re still there, waiting for the next quarterly report. If it arrives.

And you can’t afford to be chasing down another Excel file.

What if you could just ask a question and get answers instantly?

That’s not a dream anymore. It’s Universe.

Welcome to a new era for competitive analysis

Universe is an AI-powered Agent built specifically for 

 from Instagram and TikTok, Universe automatically and conversationally analyzes this massive amount of data quicker than you can make a cup of coffee.

With charts. With insights. With benchmarks. With time back in your day.

 Speed: What used to take days now takes minutes.

 Depth: It doesn’t just give you numbers. It gives you context and conclusions.

 Conversational: You don’t need to figure out how to ask. Just type your question.

 Smart: It suggests analyses you hadn’t even thought of.

 Flexible: You can fine-tune your analysis by content type, creator tier, campaign, or time frame.

You’re about to walk into a leadership meeting. 

Whenever I read news or LinkedIn posts where the CEO of an agency announces, “We won a new client and are hiring 17 new team members,” I get a bittersweet feeling.

On one hand, it’s incredible to see a company grow, invest in the industry, and develop talent. But on the other hand, I can’t help but wonder: where will all these new hires go if the agency loses that client? Or how many agencies held back from that pitch because they didn’t want to risk 

We live in an era of transformation on multiple levels. One of the most significant, and the one I resonate with most, is the ability to humanize a brand. That’s exactly what a Content Creator or Influencer does.

Instead of traditional B2C (business-to-consumer) communication, we now operate in a B2C2C model (business-to-creator-to-consumer).

A Creator fosters a personal, human connection, delivering a message that feels one-to-one, yet reaches thousands or even millions. That’s why the influencer marketing industry has grown nearly 30x in the past decade.

AI has been part of our lives for over 50 years, often unnoticed. But only now are we witnessing the 

democratization of Artificial Intelligence (AI)

: with minimal investment, a laptop, and an internet connection, anyone can build a product, conduct complex data analysis, or create an assistant.

This democratization benefits everyone, especially businesses that now market themselves as AI-powered. Many went from barely understanding AI to positioning themselves as industry experts overnight. So, the real question is: 

How do we separate the good from the ugly? 

How can anyone in this space genuinely leverage AI? 

The answer is simple. I call it the success triangle:

The Marketing Discipline Most Impacted by AI

AI is set to transform both our personal and professional lives. However, its impact won’t be uniform. While some processes will see incremental improvements, others will undergo 

When applied to marketing, certain disciplines will experience a far greater impact in terms of

 than others. Take a look at the graph below:

In the chart, the X-axis represents MEDIA investment: the further right, the higher the spend. The Y-axis measures the staff required to deploy that media. Naturally, one might assume that as media investment increases, so does the team needed to manage it. But is that really the case?

When we compare disciplines like TV, Digital, and even Paid Social, increasing investment from $1M to $10M doesn’t mean a 10x increase in team size. In fact, these channels are highly efficient—the number of resources required to deploy $1M versus $10M remains nearly the same. The workload scales non-linearly.

Influencer Marketing tells a completely different story. The staffing needs grow at a steep, linear rate. A brand investing $1M in influencers typically requires a team of 3-6 to manage the campaign. But at $10M, that team often jumps somewhere between 15 and 30!

No other marketing discipline demands this level of heavy lifting to deploy media. Unlike traditional channels, where content is centrally created and distributed, Influencer Marketing operates at scale through individuals, each with their own voice, platform, and creative approach. A single campaign might involve hundreds of creators collaborating with a brand within days or weeks, leading to extreme fragmentation in execution.

Why traditional creative workflows can’t keep up with decentralized content creation

This dispersed, highly customized content creation model makes it nearly impossible to scale efficiently using traditional workflows. The media buy isn’t consolidated, and the output isn’t controlled by the brand or a creative agency - it’s shaped by independent voices, each with their own audience dynamics and creative outputs.

too staff-intensive, too complex, and too complicated

. Even when it makes sense to invest, the sheer operational load makes brands hesitant to scale up.

And it already has 3Billion+ Content Pieces worth of data.

With Universe, Primetag is redefining the Industry Paradigm. 

We believe the current way of working in this industry is flawed. With Universe, Growth in Creator Media will be possible, scalable and - more importantly - sustainable.

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