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AI-Powered Social Listening: A Practical Guide for Product Innovation
May 9, 2025
Written by
Jenica Oliver
Owner of Blueprint Marketing Group
In today’s digital-first world, innovation doesn’t just start in a lab—it starts on TikTok, Instagram, and Reddit. Social media has become the pulse of consumer interest, where microtrends can rapidly snowball into major market opportunities. One standout example?Kroger’s new Private Selection Cherry Harvest collection, inspired by the viral rise of“cherry red” on social media, and in this case, TikTok.
The beauty of this trend-inspired innovation is that it didn’t come from a high-tech lab—it came from social listening. And thanks to the rise of affordable AI tools, even small and mid-sized brands can do the same.
Kroger’s Cherry-Inspired Play: A Masterclass in Trend Listening
In early 2025, cherry wasn’t just a flavor—it was a full-blown aesthetic. TikTok users were sharing cherry-themed makeup, clothes, recipes, and more. Kroger tapped into this cultural moment by launching a 17-product “cherry-core” collection across multiple departments—from cherry vanilla popcorn and cherry seltzer to cherry-themed floral bouquets under its Bloomhaus line.
This wasn’t just seasonal marketing—it was social listening in action. By tapping into the mood and interests of its shoppers on TikTok, Kroger transformed fleeting cultural enthusiasm into real products across multiple aisles.
Social Listening: Not Just for Hashtag Tracking
Social listening, the practice of monitoring and analyzing online conversations, involves more than tracking mentions or hashtags—and brands that successfully use social listening don’t just observe; they act.
Social listening enables brands to:
• Monitor Social Platforms for Emerging Trends: Use social listening tools to track hashtags, keywords, and conversations relevant to your category.
• Engage Directly with Your Audience: Run polls, contests, and Q&As to solicit feedback and crowdsource ideas for new products or features.
• Collaborate with Influencers and Creators: Identify rising creators whose content aligns with your brand and co-create campaigns or products.• Analyze User-Generated Content: Study how customers use and talk about your products to uncover new use cases or unmet needs.
• Validate Concepts Before Launch: Test product ideas by gauging reactions to prototypes, mockups, or related content on social media.By integrating social listening into every stage of marketing and product development, brands can ensure their offerings are relevant, differentiated, and customer-centric.
Social Listening Isn’t Just for Giants
You don’t need a “big brand” budget to listen and act. With the help of AI, smaller brand scan track trends, identify customer needs, and generate product ideas more efficiently than ever before.
Here’s how to make it happen—without breaking the bank.
1. Use Free or Low-Cost Social Listening Tools
AI-powered tools like Brand24, Awario, and Talkwalker Alerts can help monitor mentions, keywords, and sentiment across social media. Even Google Trends combined with ChatGPT can reveal rising themes in your category.
Example: A small beauty brand could use Awario to monitor TikTok posts mentioning“glowy skin” and discover that “cherry blush” is trending—leading to a timely product drop.
2. Monitor TikTok Trends with Freemium Tools
TikTok is where aesthetic-driven trends are born. Tools like TrendTok Analytics (basic) or Tokboard show trending sounds, hashtags, and creators by niche.
Use AI to act: Once you spot a trend (like “coquette-core” or “green juice girl”), use NotionAI or ChatGPT to brainstorm product tie-ins or campaign hooks that match your brand.
3. Automate Trend Tracking with AI + Zapier
Want to save time? Set up automations using Zapier or Make that:
• Pull trending Twitter or TikTok data into Google Sheets
• Use ChatGPT API or Notion AI to summarize daily or weekly shifts
• Highlight ideas relevant to your industry
Don’t try to monitor everything. Pick 1–2 platforms where your audience spends time(e.g., TikTok and Instagram), and focus AI efforts there.
4. Turn Customer Feedback into Gold
If you’re getting DMs, comments, or product reviews—even in small numbers—there’s goldin that data.
• Copy and paste feedback into ChatGPT
• Ask: “What product ideas or unmet needs can I find in these messages?”
Example: A clean snack brand might find recurring mentions of “travel-friendly,” inspiring anew mini snack pack format.
5. Follow the Lead of Brands Doing It Right
CeraVe rode a wave of unsolicited TikTok praise by skincare influencers. They didn’t pay for it—but they paid attention. This led to better creator engagement and global product visibility.
Dunkin’ turned Charli D’Amelio’s favorite drink into a limited-time menu item—The Charli—boosting app downloads and cold brew sales.
Ocean Spray capitalized on a viral skateboarding video by gifting the creator a truck and launching a fresh campaign that felt authentic and relevant.
Starbucks officially added its “Pink Drink” to the menu after social buzz turned a customer creation into a cultural favorite.
LEGO uses fan-generated designs and community feedback to shape new product lines—an ideal model for brands that want to co-create with their followers.
Estee Lauder partnered with content creator Kenz Lawren after noticing her viral beauty shoot on social media. This collaboration turned user-generated content into a professional campaign, adding credibility and trust while bringing fresh perspectives.
Final Thoughts: From Insights to Shelf
Social media isn’t just a megaphone; it’s a mirror. By actively listening, brands can uncover valuable signals about what their audiences love, crave, and care about. Kroger’s cherry themed launch is a case in point—it wasn’t just about flavor, it was about participating in a cultural moment. And when brands do that authentically, innovation becomes more than just new—it becomes relevant.
But you don’t need a big budget to ride the same wave.
With smart use of AI tools and intentional social listening, even lean brands can turn viral moments into meaningful momentum—on the shelf and in the hearts of consumers.
Need expert guidance to develop your marketing strategy or innovation pipeline? A fractional CMO can help you identify trends, leverage consumer insights, and supercharge your brand's growth. Let’s connect!
About the Author
Jenica Oliver
Owner of Blueprint Marketing Group
Jenica Oliver is the owner of Blueprint Marketing Group and a seasoned fractional Chief Marketing Officer with extensive expertise in guiding mid-sized consumer packaged goods (CPG) brands. She excels in strategic marketing leadership, providing interim support, developing high-performing teams, and delivering impactful solutions that drive brand growth and success.
Before founding Blueprint Marketing Group, Jenica held key leadership roles at prominent companies such as Pizza Hut, Mission Foods, and Borden Dairy, where she honed her skills in marketing and brand strategy.
An advocate for small and minority-owned businesses, Jenica was honored as the 2024 WBE of the Year by the Women’s Business Council - Southwest. She is also a driving force behind DFW CPG, supporting early-stage and emerging CPG companies as Executive Director and Board Member. In 2024, she was named High Growth Entrepreneur of the Year by The DEC Network for her outstanding work in championing emerging brands.
Jenica actively contributes to various professional organizations, holding leadership roles and serving on several boards. Blueprint Marketing Group, LLC is certified as a diverse-owned business by WBENC and NMSDC. A wife, and mother of 3, Jenica holds an MBA from SMU’s Cox School of Business and a BBA from Texas Tech University’s Rawls College of Business.
