For the people that make it happen.
Real-time marketing intelligence from the platforms your audience actually uses. Defendable data, insights and direction in minutes.
Ask Draper what you need to know
Where the conversation is, what content to make, who to partner with — whatever the question is, just ask. Draper meets you where you are.
Draper pulls the real data
Not blog posts. Not vibes. Draper scans Instagram, TikTok, X, and Reddit for what’s actually happening — real posts, real engagement, real conversations.
Move with a plan, not a hunch
You get specifics — numbers, platforms, angles, gaps. Not a summary. A data-driven next step you can act on today.
"I'm creating content completely blind."
You have the instinct for what should work, but no way to prove it. No visibility into what your competitors are running or what your audience actually responds to.
"We know 38% of Australians go to the gym — but we have no idea how to reach the other 62%."
They're waiting to be found — Reddit, TikTok, Instagram, niche communities — and engaged by a voice that they trust and a message that resonates.
"I have no idea how we stack up."
There's more noise and more competition than ever before. And yet, underpriced attention is everywhere.
"There's too much data and none of it agrees."
Different clocks telling different times. But every source has a take. And turning that data into a defensible decision is the difference.
Clarity you can stand behind.
Too many platforms. Too many opinions. Draper cuts through the noise.
Three hours on a reel with no idea if it'll land. Draper pulls what's actually performing across Instagram, TikTok, X, and Reddit — and gives you a content strategy worth working from.
Creator ROI is opaque until it's too late. Draper scans platforms, analyzes real engagement data, and surfaces creators who are actually going to move the needle.
Understanding what people say about you shouldn't cost five figures. Draper combs Instagram, TikTok, X, and Reddit for what your market is saying, where the sentiment is shifting, and how you can own the conversation.
The first 100 customers are the hardest. Draper maps the customer journey from first touch to conversion, finds where your earliest believers are already talking, and shows you exactly how to reach them.
Staying on top of competitors is a full-time job nobody has time for. Draper breaks down their campaigns, content, and how you can counterposition against them.
Gut feel is not a business case. Draper scans forums, social and reviews for real evidence of demand — with volume to back it up.
The difference is in the details.
A chatbot gives you a starting point. Draper gives you a way forward.
“I'm launching a new skincare brand targeting 25-35 year olds. Where is my audience most active online, and what kind of content are they engaging with? Answer in 4 brief bullet points.”
- Instagram & TikTok dominate discovery 📱 – People aged 25–35 spend a lot of time on Instagram and TikTok. Skincare audiences engage heavily with short videos showing routines, product demos, before/after results, and ingredient breakdowns.
- YouTube for deeper trust & education 🎥 – On YouTube, this audience watches dermatologist advice, long-form reviews, and “skin transformation” journeys, which builds credibility for new brands.
- Reddit & skincare communities for research 💬 – Communities on Reddit (e.g., skincare forums) are where users compare products, discuss ingredients, and share honest reviews before buying.
- Content that performs best 🧴 – Highly engaging formats include authentic creator testimonials, “GRWM” skincare routines, ingredient education (e.g., retinol/niacinamide), skin-type specific tips, and realistic results rather than overly polished ads.
- TikTok and Instagram are your primary battlegrounds. The 25–35 Millennial bracket is most active on both — TikTok views in skincare are up +49% YoY, Instagram boasts a 71% purchase conversion rate among active beauty users, and 67% of TikTok users report being influenced toward skincare purchases. You need to be on both, full stop.
- Short-form video is the engine. Reels and TikToks dominate discovery and engagement — think ingredient explainers, routine walk-throughs, and before/after transformations. Educational content outperforms ads; 86% of skincare consumers cite product demos and reviews as the most useful content format.
- Micro-influencers (10K–100K followers) outperform celebrities. This audience trusts peer-level voices over polished campaigns. Nano and micro-influencer usage grew to 44% of brand strategies in 2024 — the authenticity premium is real and measurable.
- Ingredient education is the hook. This demographic researches before they buy. Content that names active ingredients, explains the science, and debunks myths builds the trust that converts. Brands like The Ordinary and Glow Recipe have built empires on exactly this.
- Want me to pull a deeper audience profile — demographics, personas, what they're actually engaging with at a granular level? That's where The Firm earns its keep.
- Clinical-but-digestible education 🧪: Short-form videos that explain why a formula works (ingredients, skin barrier science, before/after timelines). Brands priced above competitors win when they demonstrate expertise and justify the premium with credible, dermatologist-style explanations that still feel TikTok-native.
- “Proof over promise” content 📊: Documented results such as user diaries, 7–30 day skin journeys, microscope/texture shots, ingredient percentages, and testing data. Premium brands increasingly show evidence rather than marketing claims.
- Founder / lab transparency storytelling 🔬: Audiences respond well to behind-the-scenes formulation, ingredient sourcing, sustainability practices, and founder POVs explaining decisions. This builds trust and supports a higher price point.
- Routine simplification and skin-barrier messaging 🌿: Content focusing on fewer, higher-quality products (e.g., “3-step barrier routine”, “what dermatologists actually use”). Premium positioning aligns well with the growing anti-overconsumption and skin-barrier repair trend.
- Ingredient education — searches up 229% YoY. Short-form explainers ("what X actually does") are the highest-leverage format at your price point. Retinol leads on Google; niacinamide over-indexes on TikTok.
- Clinical proof — before/afters with timestamps, dermatologist-led posts, actual study data. Consumer perception claims don't justify a premium anymore.
- Results-led UGC — real customers showing real skin results convert better than polished brand content. A "Week 4 check-in" campaign is low cost and high trust.
- Routine simplification — the Australian beauty community's mood is "buy less, buy better." Fewer products, done properly, is both on-trend and a natural price justification.
- Creator-led storytelling posts drive the strongest engagement. Recent Instagram/TikTok collaborations with creators (e.g., lifestyle or culinary influencers) generate tens of thousands of likes and strong comment activity when the content shows how Aesop products fit into everyday rituals or creative lifestyles rather than direct product ads.
- Minimalist, “museum-like” visuals remain the core aesthetic audiences respond to. High-engagement posts emphasize calm, design-forward imagery—architectural interiors, sinks, and curated product placements—mirroring Aesop’s store design and editorial aesthetic that feels more like art or culture content than typical beauty marketing.
- Packaging and tactile rituals are heavily praised in comments. Customers frequently highlight the distinctive amber glass bottles, aluminum tubes, and apothecary-style labeling, which communicate authenticity and luxury while being visually recognizable on camera.
- Ingredient transparency and sensorial benefits spark positive discussion. Posts that mention botanical ingredients, textures, and fragrance notes (e.g., serums or concentrates) prompt comments about product scent, texture, and “spa-like” routines—aligning with Aesop’s strategy of educational, ritual-focused storytelling instead of hype-driven beauty content.
- TikTok is doing the heavy lifting on engagement. Their top TikTok posts — "Are you out of Control?" (84K likes, 2.5M views), "Good wash for a naughty puppy" (31K likes, 1.1M views), and "Geranium Leaf Body Care" (8.2K likes, 3.1M views) — vastly outperform their Instagram content, which peaks at 14.6K likes with no video views. TikTok is the growth channel; Instagram is the brand consistency channel.
- Animals and absurdist wit break through. Three of Aesop's top five TikTok posts involve animals or playful humour — pet washing, toothpaste as "conversation-enhancing," Post-Poo Drops with "bottled dignity." Their famously literary tone lands harder on TikTok when paired with comedy. The 270-comment Instagram post about pets confirms this pattern holds across platforms too.
- On Instagram, product launches and store openings drive the most engagement. The Resolute Facial Concentrate reveal (6K likes), the Chongqing store opening (4K likes), and a teaser for a new hand care line (1.1K likes, notably high for a teaser) are the standouts. Ritual and place still anchor the Instagram identity.
- On Reddit, customers are split but consistent. Fragrance and packaging get genuine praise — "the scent is incredible," "walking past their stores is an experience" — while efficacy of skincare is frequently questioned. One ex-employee thread from March 2026 was blunt: the formulas don't match the price. The brand equity lives in sensory experience, not skincare science. That's worth knowing before any performance-led content strategy.
- Next steps: We can deep-dive Aesop's TikTok formats (Lily, sorted by view-to-like ratio) or run a full brand report covering demographics, ads, and press (Walter). Your call.
Before you ask
Draper is a marketing intelligence studio — built to give defensible data, insight and direction. Competitor analysis, content strategy, creator discovery, social listening — Draper handles the research so you can focus on the decisions that move the needle.
Most chatbots give you a starting point. Draper gives you the roadmap to your destination. Built specifically for marketing, it connects to proprietary data sources that surface real intelligence — not general information.
Draper currently integrates with Instagram, TikTok, X (formerly Twitter), Facebook, and Reddit — with the seventeen social and new media platforms your ideal customers spent their morning before breakfast coming soon.
Draper doesn't execute campaigns for you — it won't publish posts, send emails, or manage ad spend. It's the intelligence behind your strategy: the research, the analysis, the direction. You make the calls. Draper makes them unimpeachable.
Draper is for anyone that makes the marketing happen. Whether you're a founder wearing the marketing hat part-time or an agency running campaigns at scale, Draper meets you where you are. Start with the free plan to see the difference.
Real-time marketing intelligence
Free to try. Answer your first brief in under two minutes.
Intelligence drawn from the platforms your audience actually uses