Every day, consumers are tweeting, engaging, sharing opinions, giving product reviews, and sharing lifestyle experiences. They’re posting photos of their holidays and videos of their lives. Social media is bursting with data. Data revealing customer insights that’ll enable you to target your content and personalize your messages. Improve customer experience, inspire new products, and find partnerships.

Text-based social listening? No problem. Pull out this data. Exploit the insights. Focus your marketing.

Image and video?

Problem? Not anymore.

It’s predicted that videos will make up 80% of all online traffic by 2021. Are you ready?

There are heaps of social listening tools on the market, but only one that provides logo recognition in images and video. A tool that’ll identify data and insights about your audience that previously, you wouldn’t have found.

Let’s take a look at Talkwalker’s video analytics technology.

Over 80% of images shared on social media containing a brand’s logo, don’t mention the brand in the accompanying text. It’s vital that you find those visual mentions. They contain user-generated content about your brand. Influencers promoting your products. Data about your sponsorship deal. They expose abuse of your brand.

Visual listening – visual analytics – reveals all. The good and the bad. The positive and the negative.

Consumer insights | Product insights | Industry insights

Are your products used at home? In a bar? On the beach? In the bath? Does your product regularly appear alongside another brand? How are customers using your product?

Consumer insights will help you resolve issues, improve your products, build an effective communication strategy, find new partners. Understand customers’ expectations and behavior and you can calibrate your audience targeting.

Social listening will find consumer insights, but the most revealing data will be found in images and video. User-generated content providing spontaneous information in real-time, displaying the context and objects surrounding your product – office, street, people, pets.

Purrfect.

Visual listening and analysis give you access to how your product is being used. A better understanding of your target audience and how it perceives your brand. With this data, you can fine-tune your marketing strategy.

In Pizza We Crust looks at a restaurant chain that used image recognition to find where in Europe to expand the business. It identified where people like to eat – inside or al fresco. What they drink with their pizza – wine, water, juice, beer. What toppings they enjoy – you get my drift. A slice of pure genius.

Prove the value of sponsorships

Event sponsorship doesn’t come cheap – a whopping $50 billion plus per year!!! – so proving the effectiveness of a campaign is essential.

In 2017, 40% of sponsorship professionals said that evaluating sponsors was one of their top two challenges. Trying to measure brand exposure during a televised football game. Capturing user-generated videos from music events, shared on social. To determine quantitatively your brand exposure is almost impossible.

Almost.

Say hello to video analytics. It’s fast. It’s accurate. It’s awesome.

With AI-powered image and video analytics, you’ll be able to find your logo, wherever it is. For instance, your company has sponsored a football game. Visual analytics will capture your logo on the players’ shirts, fans’ shirts, banners at pitch-side. You’ll even find all those visual mentions from the crowd who shared videos of the match on social media.

Played to perfection.

To accurately measure the impact of your sponsorship, you need to understand where your logo is appearing and how your audience is reacting to it. How they’re engaging with posts containing your logo. The tone of voice that’s being used.

Market research used to be the only way to find this kind of data. But with image and video analytics you’ll find it in near real-time, and it’ll be accurate.  

User-generated content – user reviews

Before spending money on a product, we research. Online. Bombarded for years with brand-speak, we’re numb to it. Now, we listen to our peers, friends, influencers.

90% of consumers say that user-generated content influences their purchasing decisions, more than other forms of marketing. 81% will pay more for products that have received positive UGC.

Your brand will profit from UGC. Brand awareness will increase. Campaign engagement will be boosted by 50%! User-generated content is the key to successful marketing.

Finding text mentions, no problem. But, what about UGC in images and videos? Now… also no problem…

Hey guys, you won’t see this great UGC…

…unless you use video recognition.

Users sharing posts, don’t always include a text mention of the brand shown. Video analytics will find these mentions in images and video.

Protecting your brand from trademark abuse

The selling of counterfeit goods is a global industry, worth more than $461 billion.

Your logo is one of your most important assets. Unique to your brand. How will you protect it against fraudsters? How will you protect your customers from fake products that could contain dangerous ingredients?

Protect your logo. It’s unique.

Simple. A logo recognition tool will find all instances of unauthorized use of your logo and counterfeit brands.

Protect the reputation of your brand logo with video analytics.

User-generated comments – word of mouth – is the most influential advertising. If a redesigned version of your logo is out there making the rounds, you’ll suffer misleading associations and damage to your reputation.

Brand protection

With over 80% of branded images and videos not including a mention of the brand, visual analytics has to be a part of your brand protection strategy. To find content online that could be harmful to your brand’s reputation.

Find content that’s harmful to your brand with video analytics.

React in near real-time to remove or report content before it blows up into a PR disaster and causes irreparable damage.

Back in 2012, Heineken suffered a PR crisis when a damaging visual mention of the brand, slipped under the radar. The brand was accused of sponsoring dog fights in Mongolia. Untrue. The flags were from a previous event.

Unfortunately, a photo of the event showing the Heineken flags was quickly shared on social media. Heineken was slow to react and had to apologize and instigate its PR crisis plan.

Heineken launches crisis management strategy.

Takeaway

Visual listening will show you the entire picture surrounding your brand on social media – text, images, video. You’ll find content from users acting as your brand ambassadors. Consumer insights will provide feedback on product launches and how to target your marketing campaigns. It will help you calculate accurately ROI from your sponsorship efforts.

You’ll know who’s seen your logo, how many times, what they felt, what they said. And… you’ll identify moments of consumption. Who’s using your product. When, where, and how they’re using it.

With the amount of visual content growing every day, you have to use video analytics. To find, analyze, protect, tailor, and target your marketing strategy. To be customer-focused.

About the Author: Meg Carpenter is a copywriter in the marketing team at Talkwalker, a social listening and analytics company helping customers find business-critical insights from social data. You can follow @Talkwalker feature updates and advice, and megzcarpenter on Twitter for more scribbles.