What emerged as social networking platform for users to build social relationships and connect with friends worldwide has gone through the roof over time. Social media has had a tremendous impact on our society, revolutionizing the way we communicate and do business. But we already are aware of all that.
In a world led by social media, brands are increasingly using sophisticated tools to exploit the potential of social networking sites. Using techniques such as social listening and monitoring companies are trying to gain better insight into consumer preference and behavior by mining their conversations, posts, comments and feedback.
But the universe of social media is extremely volatile, and as trends keep changing, social listening tools and techniques also need to advance to keep pace and understand messages shared on the web.
The shift from content to image-based interactions
It is amazing how fast things are changing. Over the past year social media has seen a drastic shift from text to visual content. Which is evident by the changes we see across major social networking sites, including Facebook, Twitter, Instagram and Snapchat. Twitter users post nearly 175 million images, while Instagram users share 80 million images per day. What’s more, over 250 billion photos have been uploaded to Facebook till date and counting.
Yes, images are everywhere. Over 1.8 billion images are uploaded on the internet every day. Images offer incredible opportunity for brands to convey a lot more in an interesting and exciting way. It also improves possibilities of your messages getting clicked and shared more widely than text. What it effectively means is that it is time to include images in social listening, if marketers do not wish to miss out on a massive chunk of social conversations.
The advantage of including image analytics into social listening
Seeing as how social media interactions are becoming image-centric, incorporating visual analytics into the realm of social monitoring is not only essential but it may soon become the new normal. But what does that mean for brands and how can image analytics help them market their brand better?
Visual analytics when applied to social monitoring can serve as an extension to text analysis features allowing brands to identify finer nuances within conversations. Image analytics can help determine multiple elements within an image including brand logos, faces, expressions, sentiments, gender, products/objects, activities, background and others. Add to this, images do not need to be decoded or translated, they are self-explanatory and therefore extremely useful within contextual marketing strategy. The technology underlining image analytics is advancing, making it easier to identify environmental, contextual and sentimental factors that are otherwise difficult to uncover within text conversations.
The best way to move forward is to combine image and text analysis within social monitoring to get holistic picture of what consumers are saying and get deeper brand intelligence to make targeted advertising and effective marketing decisions.
Opening the doors to newer insights and opportunities
Success on social platforms relies on organic practices including listening, identifying influencers, understanding your target audience and sharing useful and exciting content to build deeper relationship. But, there is no denying that finding new ways of how a product trends can greatly alter marketing strategy, in terms of customer segmentation and development of more targeted and localized messaging.
While sentiment and trends analysis have delivered on their promise, but given the ever-evolving social media landscape, these are not going to be enough to provide useful insights anymore. To put it simply, images and words paint a more vivid picture than just texts and if you wish to retain your competitive advantage you need to see how your product is trending visually.
If this post has got you rethinking your social media marketing plans, connect with us. We can help you monitor, listen and build strategies that are designed to succeed.