Interview: Professor Mike McGuirk on How Brandwatch For Students is Used in His Classroom
By Olivia SwainSep 6
We love attending industry events because we love learning. We know that technology – as well as the people using it – is constantly evolving and changing, and we are luckily better placed than most to be able to adapt to this.
The BDI Conference on Visual Content Marketing & Communications last week was a prime example. A whole host of speakers and roundtable discussions threw out some massive numbers – starting with Curulate’s statistic that a billion – yes, you read that right – images are shared daily.
One billion. Let that sink in for a second.
Think about it. With so many sites being reliant, some solely, on visual content, we’re now much more likely to simply snap a photo of our new Nike AirMax sneakers, a meal at our favorite restaurant or a hot new product we want to tell everyone about.
Not only do we love sharing images and video, but we are also 80% more likely to remember what we’ve seen than if we read about it. So how do brands harness that knowledge and use it to their advantage?
Successful visual content marketing tends to be far more subtle, human and genuine than what we’ve seen in the past. Brands that understand their buyers and can think and act like them are the ones that build strong connections to their customer base.
As an example, Pandemic Labs favors inexpensive production quality because that’s what customers use in their own Instagram, Tumblr, and Facebook photos. They don’t want their marketing to jar against images shared by the customer’s own friends and family.
Greek yogurt brand Chobani goes for the subtle approach with their product and logo, but they also ensure that their visuals draw a clear connection back to their product or the brand as a whole.
So with so much emphasis – not to mention budget – being placed on visual marketing, how do brands measure exactly if what they’re doing is worthwhile? How do they know whether the visuals they’re sharing are making an impact?
See, that’s where we think social monitoring comes in. By crawling visual content sites like Instagram, Pinterest, YouTube and Vimeo, social monitoring platforms can help businesses find out exactly what content customers are sharing, liking and discussing.
Events like this are exciting for us as we get to find out what you think will be the future of social media. As a company, we’re moving pretty fast, but what’s in the pipeline?
Could we develop or integrate technology that could interpret multimedia as well as just text? Could we soon be able to track when people are sharing images of a can of Coke, when there’s no text alongside it? In a world where we can send popstars to the moon for fun, we think it could happen.
We’re constantly listening to what’s happening online and acknowledging the changes. And with a billion opportunities a day to make a difference, we think it’s worth it.