Marketers know that social media is about a lot more than their brand’s latest social campaign. Social media listening and analysis helps marketers gain insights on everything from target audiences to the public’s reaction to an ad campaign.
For years, social listening was based entirely on analyzing the text within social posts to uncover insights. But what happens when social media becomes less text and more images?
As consumer conversation on social media turns increasingly visual, it becomes more and more important for marketers to pay attention to what’s going on in social images. Marketers need to start “listening” to images, not just text.
Image analysis technology allows marketers to analyze the images in social media conversation the same way they would analyze text. Image analytics can identify and categorize the logos, objects, scenes, faces, and actions within the billions of images that consumers post to social media every day.
Analyzing images provides exciting opportunities for marketers to uncover even more valuable consumer insights from social media – what products consumers are using, where they are using them, and so much more.
What can marketers do with image analytics today? This blog covers five ways that marketers can take advantage of recent advances in image analysis technology to uncover consumer insights.
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See the full picture of brand conversation
No marketing team wants to miss brand or product mentions on social media. But any team that isn’t using image analysis is automatically missing a huge chunk of the conversation around their brand. Using image analysis to understand consumer conversation about your brand, whether or not your name or products are included in the text, gives marketers a the complete picture of social conversation and allows them to track “share of eye” in addition to share of voice.
Consumers often post images containing brands and products, without specifically mentioning those brands or products in the text portion of the post. Image analysis helps brands track posts like this, that don’t include a text mention of the product in the image:
— Darren Rovell (@darrenrovell) March 4, 2016
Measure visual UGC campaigns
Social UGC campaigns are a great way to engage your audience and get them to promote your brand. That said, it can be difficult to sort through the noise and inconsistent tagging of UGC posts to find the best content. Image analysis makes it easy to identify photos that contain your product or your branding. The new technology makes it easy to identify images associated with a campaign (either user generated images or images created by your brand) to better understand the campaign’s impact and reach.
Nike’s run tracking app encourages users to add photos to their running activities and share them on social media. Image analysis woudl allow Nike to identify all of these images across social channels based on placement of the Nike+ logo:
Track the reach of offline marketing
Modern marketing technology makes measuring clicks, impressions, and conversions on your online ads and campaigns a breeze. But how are people really reacting to your offline marketing? Whether it’s a logo on a sports team’s uniform or a billboard in Times Square, image analytics allows marketers to track images containing those specific sponsorships across social media.
Brands spend big money on offline sponsorships, like sports stadiums, but ROI can be difficult to quantify. Image analysis allows brands to track the reach of their offline sponsorships in images across the internet:
— Red Sox (@RedSox) September 6, 2017
Identify visual influencers
Determining the best people to represent the face of your brand, whether they are Hollywood stars or social influencers, requires a lot of research. Image analysis can make that research a whole lot faster, easier, and more effective.
If your job involves influencer marketing in any way, you need to start using image analytics now. Image analysis adds an entirely new dimension to influencer marketing. Instead of just looking at influential posts that have include text related to your brand, you can now look for images that contain products, places, or actions related to your brand.
Whether or not Apple paid Drake for this product placement, they can track the reach of this image no matter where it gets reposted and understand the audience for it:
Any marketers who aren’t looking at images when they look at social media conversation are missing out a vast amount of data around their brand and their target audience. Ultimately image analytics can help marketers gain a deeper understanding of key topics from band perception to the interests and behavior of specific audience segments.
For more on how image analytics can help your marketing team in 2018, download our free guide: Image Analytics: The Future of Social Listening