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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!

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. 

Want to know more about Universe?

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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