Sam doesn't make things up.
Every post suggestion Clue Labs generates is built from real inputs — your account data, your performance history, your audience behaviour, and your brand information. Sam synthesises all of that and produces the most relevant brief he can for your situation.
Which means the suggestions are only ever as good as the information Sam has to work with.
What Sam actually uses
When generating your campaign suggestions, Sam draws on:
Your post performance data — what formats, topics, and angles have historically performed well for your account across the four growth goals.
Your audience behaviour — how your specific audience engages, what they respond to, what they ignore.
Your campaign objectives — what you told Clue Labs is coming up and what you want to cover.
Your Brand Settings — your tone of voice, your audience description, your brand values, what you do and don't say.
Your website and social content — Clue Labs scrapes your online presence to build your brand profile automatically.
That's a substantial amount of data. But it has a hard limit: Sam can only work with what exists. He cannot infer what isn't there, invent a tone of voice that hasn't been described, or guess at context you haven't provided.
The output is a direct reflection of the input
If your suggestions feel generic, there are really only a few explanations:
Your Brand Settings are incomplete or vague. Clue Labs builds what it can from your website and accounts automatically. But automated scraping has limits. If your brand description, tone of voice, and audience details haven't been filled in properly, Sam is working with gaps — and gaps produce generic output.
Your Brand Settings were written by AI. If you used a tool like ChatGPT to generate your brand description and pasted it in, your suggestions will sound like it. AI-written brand descriptions tend to be polished, professional, and completely interchangeable with any other brand in your category. Sam reads that input and produces output that matches it. The suggestions will sound fine. They just won't sound like you.
Your campaign objectives were too broad. "I want to grow my following" is not an objective. "We are launching a new membership programme in May targeting female founders, and we want three weeks of content building anticipation before the doors open" is an objective. Sam needs the second kind to produce suggestions that are specific and relevant.
The fix is simple, if slightly uncomfortable
Go to your Brand Settings. Read what's there. Ask yourself honestly: does this actually sound like my brand? Does it describe how I really talk, who I really talk to, and what I actually care about?
If the answer is no — rewrite it. In your own words. Don't optimise it, don't make it sound impressive, don't use a tool to tidy it up. Just describe your brand the way you'd describe it to someone you were hiring to run your social media.
Then regenerate your campaign.
The difference in output quality will be immediate.
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