For creative strategists at agencies, finding content inspiration typically means scrolling Instagram on a phone and dropping links into a Slack channel no one can search later. “Discovery,” a new product from Toronto-based social intelligence platform Socialpruf, is designed to replace that workflow with a searchable, performance-sorted database of trending organic content.

Jeremy Roach, Socialpruf’s co-founder, describes the product as a data-backed version of Pinterest for social media strategy. He built it from his own experience running influencer programs at Viral Nation and then at Cuts, the direct-to-consumer apparel brand, where finding ideas for social was, as he puts it, “always rare and scarce” and depended entirely on phone browsing with nowhere organized to store what he found. Discovery, launching as the company’s second product, is the direct response to that.

Socialpruf has been indexing social performance data for brands and agencies since late 2025, using a proprietary scraping system that tracks approximately 65 million posts with hourly updates across major social platforms. Clients include Underdog, Vice Media, and a mix of talent and social media agencies. Discovery extends that same database into the creative strategy workflow, allowing users to sort content by growth rate and view count rather than follower count alone. 

“We’re a data company at heart, but we’ve built it into a really seamless user experience,” Jeremy says.

Discovery Replaces the Inspiration Slack Channel With Searchable Performance Data

Discovery’s core argument is that organic social content scattered across screenshot libraries and Slack channels contains strategic signal that belongs in a structured, searchable database.

“There’s not a really good way to find those pieces of content and stay organized,” Jeremy says. The tool surfaces trending topics alongside the posts driving them, allows users to drill into subtopics they define, and lets boards be built and shared across teams. A food and beverage brand can search pumpkin spice content, see which brands are generating organic traction, identify the video formats performing best, and take those findings into a creative brief.

The differentiator Jeremy emphasizes is sorting. Existing search tools sort accounts primarily by follower count. Socialpruf’s tool sorts by growth rate, view count, and other performance signals, changing the output when the goal is finding what is actively working rather than what is historically famous. The search also covers both brands and influencers, reflecting Jeremy’s view that “the line of what an influencer is has really shifted,” with podcasters and corporate accounts now functioning as content distribution channels alongside individual creators.

The tool also challenges assumptions about campaign scale. “A good example is the Tate McRae campaign went live, and that didn’t make our trending page, but people’s perception is that it was a very successful campaign,” Jeremy says. Discovery, in his framing, provides a way to verify those assumptions rather than act on shared perception.

Because Socialpruf builds and maintains its own database rather than querying platform APIs, the indexed content stays current. “For us, it’s like always wanting to be new and fresh,” Jeremy says, “so that 66 million in posts, there might be another 5 million added next week.”

Discovery Is for Creative Direction, Not Revenue Attribution

Discovery operates within a defined scope. The product is not designed to track whether organic content drives purchases, and Socialpruf is not attempting to solve the revenue attribution problem in this release.

“Attribution is one of the things we ultimately want to try and solve on social media,” Jeremy says. “I haven’t seen anyone come close to solving that issue.” Promo codes and UTM links are the closest available tools, and neither, in his view, tells a complete story about a post’s commercial contribution.

Socialpruf provides a real-time API that clients use to build their own correlations. Underdog is using it to study the relationship between social performance metrics and growth rates internally. The clearest version of the unsolved problem, Jeremy argues, is in sports. Social media presence plausibly affects merchandise and ticket sales, but no standard measurement connects the two reliably. Discovery is positioned as a creative and trend intelligence tool; the expectation is that paid teams will use organic performance insights to inform whitelisting and ad creative rather than to measure direct return.

Analytics, Discovery, and Signal: The Case for One Login to Replace Three

The roadmap leads to “Signal,” a third product that would aggregate captions, transcripts, and comments from social content to produce real-time consumer sentiment data. Combined with Analytics and Discovery, Signal would give brands and agencies a single login covering cross-platform performance tracking, creative direction, and social conversation monitoring.

The unified architecture responds to a problem Jeremy identifies with legacy platform consolidation. In his view, acquisitions tend to leave enterprise users managing separate logins for tools that all operate on the same underlying data. “What happens a lot with these legacy tools is they’ll acquire a tech, and then they have completely separate logins for each thing, and it causes disruption around teams working together,” he says.

The convergence of paid and organic social strategy creates additional demand for a unified stack. As agencies take on more whitelisting work and media buyers acquire creative shops, Jeremy sees organic performance data becoming a relevant input for paid decisions rather than a separate function. Socialpruf’s commercial position is that a data layer built and maintained in-house, rather than assembled through acquisitions, generates value that individual point solutions would not replicate independently.

“Real-time data,” Jeremy says, “just makes you make the right decision quicker.”

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