Harnessing the Power of Shifting Topics with Peer39's Social Predict

Everyone has favorite internet trends –  like Peanut Butter Jelly Time or Chuck Norris Facts.  It can be fascinating to see what captures the collective consciousness, seemingly out of nowhere, before vanishing.

Online trends are more than memes and jokes though, more often they are discussions that morph and mutate, while the overall topics stay consistent. In some ways, the weather is the oldest trending topic - but are people talking about rain or heatwaves or snow? It's the same topic with the specific language being used changing.

Enter Peer39's Social Predict categories, which are designed to translate these trends and evolution of discussions into actionable targeting for advertisers. 

For those of you currently going through the process of migrating from Oracle's Grapeshot, you might be familiar with Grapeshot Predicts, which was similar in its aim. We've gone ahead and recreated all of those categories, in addition to our previously existing Social Predict categories. You'll find them in your preferred DSP, so you can move without any disruptions.

Trends and topics are born, evolve, and dissipate at breakneck speed. This dynamic environment presents a unique challenge: How can brands effectively capitalize on these morphing topics?  

That's what our Social Predict categories are - consistency and evolution of what people are talking about.  

Leveraging large language models and trend data from various sources, including sites categorized by social media activity, Social Predict identifies and tracks topics that are gaining traction. This powers adaptation and evolution of parameters and keywords in response to trending data and new information, ensuring that advertisers are always in tune with how people are talking about topics.

How Social Predict Works

Imagine an auto manufacturer looking to promote its latest electric truck. Traditional advertising methods might rely on a set list of keywords, such as "electric vehicle" or "eco-friendly truck." While effective, this approach benefits from the agility needed to capture the nuanced and ever-changing nature of online trends and conversations. Social Predict steps in by identifying additional words and topics that are part of the broader discussion around electric vehicles. Whether it's a breakthrough in battery technology or a new competitor entering the market, Social Predict dynamically updates categories to include these new phrases, ensuring the brand's placements remain relevant and timely.

Embracing the Future of Advertising

As conversations, trends, news, and other information evolve across media, so too should the targeting that brands use to engage with their audiences. Peer39's Social Predict represents a significant leap forward in this regard. By harnessing the power of large language models and real-time trend data, Social Predict helps advertisers stay ahead of the curve, turning fleeting moments of attention into lasting connections with their audience.

Learn more about how you can migrate or get started with our one-sheet here.