The Last Straw: Consumers Are Concerned About Plastic, and Small Changes From Big Brands Aren’t Enough
By Natascha SturmJan 21st
Published May 3rd 2018
Every second 60,000 images are shared online.
That’s 60,000 pictures of concerts, lunches, dogs, memes, selfies, and more.
Within many pictures are your brand, your products, your services and even your ads.
If you can analyze them you can better understand how people view your organization.
For our latest report we spent four months analyzing 250 million images shared online to find:
Adidas, Nike, Emirates, Puma and Coca-Cola all sit within the top six most pictured brands online – largely due to sport sponsorship.
Emirates sponsorship of PSG, Real Madrid and Arsenal generates incredible visibility while Coca-Cola’s World Cup and Olympics sponsorship does the same.
This is considerable and measurable visibility that isn’t seen from other brands who focus on TV or music sponsorship.
Relative to its size, the BBC perform far better than similar sized brands.
In fact, the broadcaster appears fourth on our list when adjusted for revenue. Here’s why.
The BBC watermarks everything. If its content goes viral, so does the brand, even if “BBC” isn’t mentioned in text. This small change dramatically increased visibility.
Google leads the way as the most pictured brand in the technology industry.
Why? Well part of the reason is this meme. It was shared 10,000s of times, generating more visibility than any other brand during the Super Bowl weekend.
The report analyzed European football kit sponsors to reveal the amount each brand pays (in sponsorship fees) per image online. Here are the results:
Puma performs incredibly, with a much cheaper cost per image.
This is an impressive result. Especially when you consider that this data just monitors unique images. Shares, likes, comments and other engagement metrics would dramatically increase total reach.
One of the reasons for Puma’s success is where it positions the logo. Unlike other brands, Puma also places the logo on sleeves:
No other kit sponsor does this and it appears to greatly increase visibility.
The report broke down images shared online by the location they were shared from. This allowed us to reveal the most popular brands by country.
Although Vans didn’t appear as a leader in any single country, the brand surprisingly came second in Argentina and ranked well elsewhere.
This is due to its well documented focus on targeting growing markets. In fact, since Dec 2017 the volume of Vans images shared in Asia grew by 20%, and by 62% in South America.
By analyzing the sentiment in text attached to each image we can see which brands generate the most positive images:
Nutella surprisingly come in 5th.
Compared to others on this list, Nutella hardly spends on advertising and sponsorship, so how do they do it?
Nutella’s owned Instagram marketing account has a very clear strategy; encourage users to use Nutella in novel ways.
Nutella also follows strict guidelines, mainly including the logo in every piece of content (see below):
This strategy clearly pays off, increasing its visibility dramatically.
Importantly it also encourages several customers to replicate their ideas and post their own creations online.
Our analysis discovered:
Overall, Nutella generates huge volumes of image visibility, due to a smart strategy that encourages their consumers to share.
There are many more insights like this available in the report.
To get access to this free report, simply click this link and press download.
And if you’re still not convinced, take a look at what Matt Navarra said when he read the report:
“Brandwatch’s report gives fascinating insights into the hidden world of visual marketing on the social web. ”