Why Images are the Future of Social Listening


Social Media Week

Are you leveraging social media data to inform important business decisions? Anyone from CMOs and category directors to analysts and product managers can leverage social analytics for their own business goals. This guide is brought to you by our partners at Crimson Hexagon.

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Images are taking over social media. More than 3 billion photos are shared on social media every day, according to analyst Mary Meeker. Of those images, 85% don’t contain any text reference to the brands in the photo (LogoGrab).

That means if you leave images out of your social listening and analysis, you’re missing out on a huge chunk of the social conversation about your brand, products, customers, and competitors. Just think about how many brand mentions you are missing!

For example, take a look at this Instagram post from Drake:

Dubai you will be missed. Thank you for the inspiration and the reset. Back to work now. 🇦🇪💙🌺

A post shared by champagnepapi (@champagnepapi) on

Drake’s post displays the Bentley logo, but contains no tag or text mention of the brand. If this is an organic mention of the brand, Bentley would surely want to know about it as soon as possible. If Bentley is paying or sponsoring Drake to post about the brand, image analysis technology can help them track exactly when and how Drake is representing the brand.

The only way to get the complete picture of what’s consumers are saying on social media is to look at text and images together. While image analysis technology is still evolving, you can already accomplish a lot with what’s available today. Image analysis allows you to:

  • Track all “visual mentions” of your brand to see more accurate data on share of voice
  • Use logo recognition to measure the ROI of ads and sponsorships
  • Identify exactly how and where people are using specific products
  • and more!

But how can you start to incorporate image analysis into your brand’s social listening strategy? Download this new guide from Crimson Hexagon, “The Fundamentals of Image Analytics,” to learn how you can start using image analysis today.



SMW Staff

SMW News, Social Media Week

@socialmediaweek

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