Forage is the first AI platform built to enhance creativity, not replace it. It unlocks the power of social media to help develop more authentic, relevant and impactful ideas. Forage goes way beyond social listening and traditional insights. Instead of relying on what people say, Forage decodes what people show — analyzing thousands of real images and videos posted on Instagram and TikTok, then scoring them across 200+ dimensions. The result? Real-time, visual insight into your consumers, category, culture, and brand — before anyone else sees it. Creative teams get inspired. Strategists get smarter. Campaigns get better. If you share our belief that AI should be used to make brands more human–not less–we’d love to hear from you.
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Why hasn't anyone built the AI ad machine? It's an overlooked question that I explore in this article on The Subthread. Everyone’s predicting AI will automate advertising. But the companies best placed to prove it keep backing away. That gap tells us something important about what this technology is really good for, and what it isn’t. I gave my thoughts. I'm curious to hear yours, too! https://lnkd.in/ghfpsB2u
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Most people are missing the real takeaway from Ferrari's disastrous EV launch: your audience now has the power to reject your entire brand positioning in a matter of hours. Before consumers ever saw Ferrari’s official assets, their feeds were flooded with 60-second hot takes and Instagram posts comparing a $650,000 luxury vehicle to $25,000 budget EVs. Other brands piled on, and the memes took over. If it can happen to Ferrari, it can happen to you, too. Modern marketing demands that we understand these cultural responses as they happen. But if you’re still relying on legacy, text-only listening tools, you are blind to how your campaign is actually being received and reframed.
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Humans are built to spot "imposters." A Parisian can tag me as an American before I even open my mouth. And a Gen Z consumer can spot a post or ad written by a Millennial from a mile away. When your brand expands into new markets or targets new audiences, showing up authentically requires a deep understanding of the subtle behaviors, values, and visual signals that separate the insiders from the outsiders. That’s exactly why we built Forage. We help brands decode consumer subcultures and show up in an authentic way. If this is a challenge you want to solve, let’s talk!
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I keep coming back to the same question: How do we understand modern human behavior with the way people communicate now? It’s not just tracking sentiment and counting mentions. Today, culture lives in the world of short-form video (TikTok, Instagram, and YouTube), a landscape defined by visual language, irony, reactions, and emotions in real time. People don’t just tell us what matters to them anymore. They show us. That’s what led me to Forage. What immediately stood out to me was that Forage doesn’t treat social media like a pile of flat metrics or use one influencer's reel to prove a point. They treat it like human behavior, looking beyond clicks and conversions to understand how brands actually show up in culture (emotionally, visually, and socially), at scale, beyond today’s tools. That feels much closer to where the future of insights is heading. So I’m excited to officially share that I’ve joined Forage as Director of Social Insights Partnerships. I’m so excited to be building in a space that’s changing this fast!
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What does it actually look like when a generation rewrites its relationship with alcohol? We decoded 20,000+ TikTok and Instagram videos to find out, and the picture that emerges goes well beyond a wellness trend. Gen Z has built entirely new social rituals, ones that prize authenticity and self-control in ways that make alcohol feel beside the point. In their world, the "true self" is the ultimate social currency. None of this surfaces in surveys or focus groups. Not because Gen Z is hiding it, but because it's so embedded in how they spend their time online that they'd struggle to articulate it. It's happening in real time, on the platforms where they spend hours every day. Our new report maps those rituals: the occasions replacing happy hour, the brands already winning, and what it means for anyone trying to reach this generation. Drop me a message if you'd like to see it.
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Your boss wants to know what Coachella FEELS like, and you only have 10 minutes to find out. Social listening can’t help because nobody at Coachella is posting on Reddit or X. 🙄 ChatGPT and Gemini can’t help because their knowledge is out of date. With Forage, you get the answer in minutes, backed by TikToks and Reels that make the insights easy to understand and impossible to ignore. This is quickly becoming the new standard. Are you going to be the one bringing the future to your clients, or the one explaining why you're still counting hashtags and making word clouds?
It’s time to stop writing off social media. TikTok and Instagram have become hubs for expression and connection. By using Forage, Esti Allegro can show up where culture actually happens, empowering her to see unbiased human behavior at play.
In the visual-first world of social media, social listening, a tool designed for an older, text-based internet, is flailing. Hashtags and mentions don’t encompass the complexity of a story told by a consumer on TikTok or Instagram. Forage sees what social listening can’t, deciphering real-time cultural trends, consumers insights, and behavioral signals from the images and videos shared on social media. The Subthread
With an increasingly visual-first internet, brands still obsessed with text-based social listening risk missing the real signals hiding in images, videos, and the emotions they capture. Read Hannah Bowler's latest piece on The Subthread featuring comment from Franziska Gregor Serviceplan Group Charles Swann Let's Forage Matt Klein Link in the comments. #sociallistening #ai #marketing
Connecting with a cultural group you don't understand is incredibly difficult, whether it's parents in Indonesia, fashion enthusiasts in Japan, or Hispanic Americans. Forage allows you to move from being an outsider to an informed collaborator, helping you make authentic connections that honor cultural values and nuances.
Why is Esti Allegro excited to use Forage alongside traditional qualitative research techniques? 💡 Illuminating Behaviors: See how users actually interact with products in the wild 🎯 Strategic Validation: Adding a layer of human “why” to data 🔍 Elevating Insights: Moving beyond standard sentiment to unlock deeper tension points Forage allows you to start make smarter, evidence-based decisions.