What’s new in Brandwatch?
This year, Brandwatch has steadily been releasing a new integration with GPT with the intention of adding more power to their social listening tools. As the first company to provide an AI search of online data, it is well-placed to bulk up their offering with new insights. We’ve been working with a beta version of the new tool, which is now available on the wider platform.
What does GPT offer in Brandwatch?
- Conversation insights – removing the need to sift manually through mentions, GPT will be able to summarise themes from a dataset of raw content very quickly
- Writing assistant – from spelling and grammar corrections, through to copy suggestions based on user inputs
- Content insights – quantitative insights on how your content, or that of your competitors, is performing
How is the new tool faring?
Having been using the beta version of the new AI tool, we’ve found that it offers some great benefits.
Firstly, we can now dig both deeper and more broadly into issues that audiences are talking about. Brandwatch has always offered comprehensive samples of social mentions, but now GPT is able to summarise huge tranches of them, and sum up what they have to say.
This has real-world benefits. Recently, we noticed that conversations around climate change had increased significantly week-on-week. We ran some adverts around climate change, and they performed well while that topic was trending, gaining a ROAS of 5:1.
Secondly, we can now uncover popular phrases and phrasing regarding certain topics. Take, for instance, the earthquake in Turkey and Syria in early 2023. If online audiences are calling it the Turkey-Syria earthquake, rather than Syria-Turkey earthquake, then we can use that more popular phrasing in adverts to improve audience recognition of the issue.
What does this mean for the future of social listening?
At its most basic level, the integration of GPT with Brandwatch will make social listening much easier and more effective. It means no more manual scrolling through huge volumes of mentions to find trending topics, and a more effective way of tracking popular phrases. We’ve already been able to use it in real campaigns to improve performance.
