Jungle Creations operates several large-scale brands across social platforms and faced the challenge of gathering and analysing data across 113 pages. To combat this, the data team developed and launched AI-powered Jungle IQ, a centralised platform integrating performance and revenue data.
This platform drastically reduced manual data pulling time, leading to significant efficiency gains. Furthermore, with 100% uptake, it transformed decision-making processes across departments. The creation and adoption of Jungle IQ has revolutionised the business operations and boosted Jungle Creations’ bottom line.
Gains and trends from a new AI platform
Reaching over 350 million people globally each month, Jungle Creations has over 113 pages on TikTok, Snapchat, Facebook, Instagram, and YouTube; and there are up to three APIs needed for each page’s performance, audience, and revenue data.
Jungle posts an average of 102 posts or videos daily and produces data across about 200 metrics on a near real-time basis. The business model is simple – Jungle Creations receive a revenue share from social platforms for every advertisement played within the content. What is less simple, however, is getting data and uncovering insights quickly enough to catch breakthrough trends, then reediting and producing new video content and uploading it in time to catch the algorithm before the trend is over.
Jungle’s first data team was created in May 2023 with three objectives in mind:
- Maximise efficiencies by drastically reducing the time spent on manual data pulling and reporting.
- Increase revenue generated by the media business through optimisation.
- Transform the business approach to data.
In May 2023, Jungle’s social data sat across 13 disconnected systems and operational data (timesheets, workflows, and expense or costs) was housed on a further four systems. This meant logging into every system to track performance of social posts every hour. Teams were spending 141 days annually doing manual data pulls, instead of spending time on analysis and optimisation. It was clear that the first step was to centralise data, so teams could access all performance and revenue data in one place.
After a rigorous audit process with various technology vendors, a solution emerged that enabled Jungle Creations to customise and develop a platform in partnership. Less than six months later, the data team launched a tool called Jungle IQ, which centralised Jungle’s social performance and revenue data across all platforms into one tool.
In addition to centralisation, Jungle IQ offers AI-powered functionality, enabling advanced analytics on what is being shown in the first 60 seconds of each video. This has transformed the analytical capabilities and optimisation potential of the business, including for non-technical teams.
The accessibility to the data alone was transformational; Jungle Creations recorded an incredible 100% sign up rate within the media and commercial departments, with active usage sitting at 72% monthly.
Since January 2024, Jungle has tracked the amount of time teams were spending on manual data pulling – based on the time tracking in Q1 – the forecast for annual analysis dropped from 141 to 37 days: three-quarters less time spent doing manual data pulls.
Elsewhere, the Jungle Creations data team has seen a transformation in employee approaches to data-driven decision making. The previous tool was strong, partly due to a rigorous and manual tagging hierarchy that saw team members tagging every piece of video content by purpose, audience, whether it had music or not, what image and colour each thumbnail was and who was in each video. Of course, this approach added countless hours per week to the media teams’ daily processes.
With Jungle IQ, AI analyses the first 60 seconds of each video, enabling analysis of thumbnail colours, emotions, images, and even celebrities within seconds. Media teams no longer need to add up to ten tags manually, and instead, they are analysing and actioning changes.
Jungle IQ data is also now used in daily finance team reporting, content team reporting and optimisations, as well as being used to inform creative and format decision making for Jungle’s commercial agency.
Recently, Jungle’s creative team used their AI expertise to advise a food client that they should show eggs in an upcoming recipe video campaign. The team found that content featuring eggs reaches an average of 1.2 million viewers per post (two-times higher than cheese-based content) and averages and additional two seconds more watch time per video – which is a lot on short-form social media sites.
Jungle IQ has enabled advanced analytics in a simple, easy to digest formats for all to use. When surveying staff, 100% of users said that they now use data to make their daily decisions.
