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“We help brands understand what to create & data to understand formats” – Sameer Pitalwalla, Culture Machine

Digital video network Culture Machine, which had raised $18 million in a series B round of funding from Tiger Global Management and existing investors Times Internet and Zodius Capital earlier this year, recently launched its brand intelligence machine to aid brands to understand the kind of content that should be created around their brand. In the first part of this two part interview series, we speak with Sameer Pitalwalla, CEO of Culture Machine, about their brand intelligence machine, the metrics provided to brands, and Facebook video. Brand intelligence machine MediaNama: What kind of technology is used in your brand intelligence machine? Pitalwalla: Let’s set the context first. YouTube is not the only platform that is on video. There is video on Facebook. There is Twitter video, there is video even on Snapchat and there’s more coming up. The problem is in understanding it. So how does one know what content to create? For instance, in a category like beauty, should you be creating lip makeup or eye makeup or hair makeup? Even in that, what are the trends that are relevant and particular to that audience? Say in India, skin based content has lot more viewership than say beauty or eye makeup. But in the US, hair makeup is actually more popular than skin makeup. Within that, you get to see trends like braiding, curls and perms. So you get a lot of details in terms of what insights you should go into, what we call the content recipe. This is really helpful in…

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