In this article, we buzz about how our friends from Deviation | The Search Everywhere® Agency used buzzabout.ai to turn dog accessories shop into a money-making machine.
Results Section
Cute dog content rules the web. Our friends from Deviation and their client, BullyBillows, dog accessory brand, discovered how to turn hidden user intent and social search insights into a 139% revenue increase in 3 months.
139% organic revenue achieved
65% increase in BullyBillows searches
195% increases in BullyBillows + [key term] searches
Client’s Review
buzzabout has become more than just a tool for our agency. It’s a research engine, empowering our team to map cultural conversations, uncover rising trends, and spot shifts in user intent long before they surface in traditional search data. By combining its social listening and topic intelligence capabilities within our own frameworks, we’ve been able to fuel sharper strategies and richer insights for our clients - ensuring we create work that wins.
Ashley Liddell, Co-founder at Deviation
buzzabout helped us understand what people were actually talking about. And it gave us all these different conversational topics we could lean on to grow BullyBillows on TikTok, Reddit, Instagram, and all these other places.
Sam Broadhead, Co-founder at Deviation
Challenge
BullyBillows had it all: premium products, a loyal community, and brand ambassadors who genuinely loved promoting them.
On paper, the growth story looked obvious. But it wasn’t clicking.
Their TikTok content wasn’t surfacing in the right searches.
Their website was buried deep in search results…
And even with stronger SEO alone, the traffic upside wouldn’t have matched the true scale their brand deserved.
When Deviation stepped in, they uncovered the core challenge:
Are searches reducing? Or are they migrating?
- Ashley Liddell, Co-founder at Deviation
BullyBillows wasn’t showing up where people were actually searching. Search wasn't just about Google anymore.
To win in a changing search landscape, BullyBillows needed a system built for the new search universe — one that plugged them directly into the millions of conversations happening daily across TikTok, Reddit, Instagram, and beyond.
Conversations ➡️ Conversions
So, how did Deviation help BullyBillows grow?
They started with building a comprehensive intent research. It included full deep dive in conversations happening around the dog industry. Not ‘discussions’ in the articles on Google, but the real person-to-person communication on social media platforms.
And that’s where buzzabout.ai came in.
Step 1. It all started with Reddit.
Reddit is the perfect place to discover what people are buzzing about. Thus, before running any campaigns, the Deviation team immersed themselves in the natural flow of conversations.
With buzzabout.ai, they scanned subreddits where dog owners talked about training, accessories, and daily struggles.
The tool helped them:
analyze posts and comment threads at scale
detect pains and needs (dangling wires, durability, comfort)
map gains and wants (better training, safer walks, stylish gear)
pick up exact audience language and phrasing
follow user journeys — how one question grew into ten more
spot competitor mentions and how users reacted to them
With just one search, Deviation team had a crystal-clear picture of key topics that mattered most to the community of dog owners.
Step 2. Build topic clusters
Once the intent signals were clear, the team fed seed keywords into buzzabout.ai.
In under 10 minutes, they generated several reports packed with crucial metrics (it would’ve taken days to compile manually 😉).
Key metrics their team analyzed:
total engagements
engagement rate
total views & potential reach
content density
emotions breakdown
content type breakdown
related keywords
mentions
audience segments
‘Within this conversation around dog harnesses, we've recognized that there's a further opportunity to explore hiking with dogs. It turns out that a lot of the intent around dog harnesses is understanding hiking with dogs. So we research hiking with dogs and topic research goes in loops…’
Ashley Liddell, Co-founder of Deviation
Instead of surfing 1,000s of posts… they got structured data telling them where to look next.
Step 3. Talk to your audience
The team sat down with these reports and started mapping the big picture:
Which pains and concerns kept resurfacing?
What trends are rising? Can we see the similar patterns in several seed keywords?
Which interests could be linked back to BullyBillows’ product line? How do they align with the brand?
At this stage, our AI assistant helped them to structurize raw data from the report.
Inside the app, you are able to chat with your target audience and get the answers to your questions as if you were directly asking a dog owner to elaborate on specific topics.
Step 4. Clusters ➡️ intent pillars
Next came clustering. Deviation grouped the motivations into 3–5 intent pillars and ensured there was a clear focus on one goal: pain, gain, want, need.
Each pillar was:
named and clearly defined
backed with real evidence (screenshots, quotes, numbers)
mapped to channels where those conversations were happening
💡 Pro move: tracking language shifts = seeing cultural and intent evolution in real-time
Deviation also used buzzabout.ai to track shifts in language (e.g. dog training → force-free training → positive reinforcement) to make sure they were always a step ahead.
Step 5. Turn insights into content
Finally, those intent pillars were turned into content. Multi-channel campaigns targeted TikTok, Instagram, Reddit, and YouTube.
Their videos became viral on TikTok. One of their videos gained 1M views on Instagram!
They were mentioned in discussions on Reddit (fun fact: BullyBillow’s were even noticed in one of the reports in buzzabout.ai – good sign!).
All this came from finding that keyword. These super specific & narrow keywords aren’t easy to catch… but once you do, every door opens for you.
Results
139% organic revenue achieved in 2025
65% increase in BullyBillows searches
195% increase in BullyBillows + [key term] searches
Key Lessons
Searches aren't reducing, they are probably migrating.
Search now is more that googling. Search now happens everywhere — TikTok, Reddit, YouTube, Instagram, LinkedIn and tens of other social networks. The more platforms you cover, the better data you get.
2. The true intent lives beyond Google.
You’ll never find a true intent by googling. Typing dog training into search engine gives you too broad results. But on TikTok SEO, the real intent might show up as positive reinforcement or force-free training...
buzzabout.ai uncovers these hidden & niched-down terms within minutes.
Notice how language changes and catch insights.
Marketers often ignore how small wording changes shape big intent. And Deviation team knew that’s where the gold is. They went deep into conversations with buzzabout.ai and watched how users express their pains and needs.
buzzabout.ai is your fastest way from conversations to conversions. Want the same success? Start using buzzabout.ai to extract valuable marketing insights from social media.
