Category: In the News

Join Digiday, Glossy and Modern Retail, at our inaugural AI Marketing Strategies event on Feb. 11 in New York City, where top marketing leaders, including Tree Hut’s Sarah Craig, will discuss how they are using AI.

Tree Hut is increasingly turning to AI to understand what its customer base wants next, using the technology to shape everything from product development to marketing.

The bath and body care brand, which boasts 3 million followers across TikTok and Instagram, has spent the past year using an AI-powered community management tool to analyze comments, direct messages and other social interactions across its channels. What began as a way to respond faster to customers has evolved into a broader system for identifying product demand, measuring sentiment around launches and informing innovation decisions. Since implementing the AI tool, Tree Hut has seen a 430% year-over-year increase in social engagements, according to the company.

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Social media has now been around long enough to know it can be an extremely powerful marketing channel, notably for lower-funnel advertisers. Even in the face of eroded signals on what gets them to click.

So the timing is right to understand social platforms from a 2.0 point of view — at least that’s the thinking behind Gale agency’s research work into what it considers “emerging media.” And what it found is that the more a platform can deliver the feeling and growth of community, the more success brands can have marketing on that platform. 

Gale, which is owned by Stagwell, surveyed more than 1,200 U.S. consumers to evaluate their relationships with traditional and emerging media. Digiday got a look at the findings from the report, called Connections Over Impressions. Ultimately, with more social platforms evolving their ad offerings, brands can essentially harness word-of-mouth in a 2.0 manner. 

The report essentially found that brands need to assess such elements as platform momentum, ability to capture and hold attention and the ability to establish trust. The channels that delivered best on those attributes were community-centric spaces where brands can seek deeper connections with the authoritative voices on those platforms — think the moderator of a subreddit on Reddit that’s relevant to your brand, or an appropriate server on Discord. 

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