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As marketers, we all want to be storytellers. We want to capture our brands’ unique journeys and share them with the world in hopes of resonating with our target consumers. And sure, we could talk about how social insights help us do that. But let’s be real: Social text analysis might not be enough anymore.
The reality is that while analyzing social conversation is undoubtedly valuable to marketing and advertising professionals, we may be missing out on half of the story. Enter: image recognition and analysis.
People are sharing more of their lives on social media, often using images. In fact, 1.8 billion photos are shared every day, and more than 10 percent of all photos in history have been taken within the past 12 months.
That’s a huge testament to the impact that Generation C is having on the sharing economy. People prioritize creation, curation, connection and community, and we’re seeing huge spikes in consumer-created content.
That’s a huge amount of content and intelligence just waiting to be captured to inform your campaigns and strategies. So, why aren’t you leveraging those untouched insights as a brand marketer?
Many photographs relating to a brand do not mention that brand explicitly, reiterating the fact that it’s vital for a brand to have the ability to detect its logo in shared images. Whether that logo is front and center or placed discreetly in the background, that content is incredibly impactful when trying to gauge the conversation around your product or service.
Someone may post a photo on Facebook with the caption, “Love my new shoes!” — but if you’re Nike, you can’t analyze that content without a specific brand mention in the text caption — until now. Logo detection gives your brand an entirely new scope of content that may benefit your brand in more ways than one.
The feedback in these unbranded photos may not always be positive, either. Maybe when your customer receives her product, it’s damaged, incorrect or late, so she takes to social media to express her disappointment. Without an explicit brand mention, you may not be able to address that customer’s concern in a timely manner.
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