Cetaphil NL saves 80% of time on TikTok & Instagram briefings

Doing that manually quickly costs you a strategist who spends two to three weeks a month doing nothing but scrolling and researching. And even then, you only capture a fraction of what's moving in the category:

• No insight into which content themes, hooks and formats perform organically per platform and per season, so the content team was working on assumptions.
• No view of what consumers actually say in the category: which questions are on their minds, which pain points keep coming up and what the community thinks of content from Cetaphil and its competitors.
• No data-driven input for the influencer agency, so briefings couldn't rely on what actually resonated in the category.

We built a scraper that combines two data sources: the organic content in the category and the conversation beneath it. The scraper runs every month, and what comes out goes straight into the briefing.

The four pillars:

• Automated content research. Every month, we scrape organic videos on relevant keywords and competitor terms. For each video, we record: theme, hook, format, reach, likes, saves and comment count. What used to take an analyst weeks, we have on the table within hours.
• Comment analysis and sentiment mapping. We also scrape the comments under the best-performing content and analyse what's going on: which questions keep coming up, what the sentiment is and which pain points people mention that the video itself doesn't answer.
• Data-based theme identification. We score all content on how well it performs per category and season. This way, we consistently find more unique themes than manual research could ever surface.
• Ready-to-use influencer briefings. We translate the data into ready-made briefings with concrete hooks, script directions, visual cues and dos and don'ts per content topic.

The scraper has been running from November 2025 through July 2026 and delivers a clear picture of the skincare category every month. Not a look back at what has been, but direct input for what needs to come in the next cycle.

• Every month, we collect organic content from the skincare category based on keywords and competitor terms. For each video, we record all relevant data points.
• We scrape and analyse comments under the best-performing videos, including those of competitors. This surfaces pain points and open questions from the community.
• Every month, we deliver a prioritised theme overview with data backing per category.
• The influencer agency receives fully worked-out content briefings every month, with a concrete hook, script direction and visual cue per topic.
• The scraper is built to scale. We can deploy the same approach straight away for other brands and categories, without having to rebuild.