These insights are vital because they show why people buy or neglect a brand. People see Adidas on Man United and Real Madrid shirts, at events like the Champions League or El Clasico, on influencers like Ronaldo, Buffon, and Mourinho. Instead of highlighting what the audience says, it showcases what they see. Immediately you’ll see it’s very different. Now if we do the same search, but look for images containing Adidas, rather than text mentions, we get this: It’s definitely useful, but it doesn’t contain any groundbreaking insights. Within the topic cloud, we see people talking about shoe sizes, products, competitor products and some competitions. It reveals the key topics for the term Adidas: To explain what I mean, here’s a word cloud that has been created using just a text-based search. It’s an old adage that a picture is worth a thousand words, but in social, it’s really true. I think there’s more value in a visual mention than a text mention. Or in other words, they miss 200 ‘visual mentions’ an hour. But Coca-Cola generates 230,000 ‘visual mentions’ a month, meaning they miss 184,000 images containing their brand. Without visual listening, Coke would miss this mention.įor brands, this is important because it helps them answer questions like ‘what food do our customers drink cola with’.Īnd yes, one image won’t answer this question. This tweet includes the Coca-Cola logo and an interesting looking hamburger, but it doesn’t reference Coca-Cola in the tweet. In fact, 80% of the images online that includes a brand’s logo don’t mention the brand in the accompanying text. With 3.2 billion images shared each day, visual listening is essential to anyone who cares about understanding their online conversation.Īnd you won’t find images important to your brand by just using text searches. Why is visual listening becoming so important? Visual listening is essentially social listening, but for images.īrands and agencies can use visual listening to quantify and analyze the images online that are important to them. I’m not even sure the term ‘visual listening’ makes sense.Īnyway, I’ve spoken to our resident flaxen-haired angel and product marketing manager Phill Agnew, to find out more. What’s visual listening, and why do I need it?Īnd it’s tough to answer.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |