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The 100 Most Visible Brands

The Brand Visibility Report

We analyzed 100 million images online to find which brand was pictured the most.

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The 100 Most Visible BrandsThe Brand Visibility Report
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We've searched through 100 million images posted on Twitter and Instagram to reveal which brands appeared the most. 

The Top 100 Brands

Brandwatch’s best-in-breed Image Insights product can discover any logo in any picture. We’ve used this technology to search through 100 million images to find which logo appears the most.

This allowed us to finally understand which brands are most visible online. Here’s a list of the 100 most pictured brands on Twitter and Instagram:

The Top 100

Rank Brand Ave. Unique Images Per Month
1 McDonald's 889,710
2 Nike 788,490
3 Adidas 772,520
4 Coca-Cola 501,150
5 Emirates 477,940
6 Google 463,150
7 Apple 445,880
8 Amazon 309,820
9 Puma 199,830
10 Sky 188,730
11 Chanel 161,200
12 Facebook 158,200
13 Louis Vuitton 136,130
14 Toyota 129,140
15 Starbucks 124,290
16 Under Armour 110,800
17 Samsung 106,020
18 Disney 103,290
19 LinkedIn 91,000
20 AT&T 88,860
21 Mercedes Benz 85,070
22 T-Mobile 61,290
23 Vodafone 54,290
24 Wells Fargo 53,010
25 BMW 42,810
26 BBVA 41,530
27 Microsoft 40,010
28 Huawei 39,860
29 Vans 39,660
30 Hyundai 36,970
31 Pepsi 35,110
32 Uber 32,590
33 Marvel 32,550
34 USAA 28,660
35 KFC 28,560
36 Walmart 26,870
37 Verizon 26,500
38 Nissan 26,150
39 Intel 24,800
40 Honda 24,360
41 Betfred 23,360
42 Corona 22,760
43 Nutella 22,470
44 Hennessy 20,560
45 Kia 19,070
46 Heineken 17,690
47 Reebok 17,460
48 Asics 17,090
49 Allianz 16,990
50 FedEx 16,680
51 Nestlé 15,600
52 Dell 15,120
53 Virgin 13,210
54 L'Oreal 12,130
55 Levi's 10,970
56 Budweiser 10,560
57 American Express 10,460
58 Airbnb 9,190
59 IKEA 9,070
60 Johnson & Johnson 8,970
61 Carlsberg 8,970
62 Smirnoff 8,470
63 Bank of America 8,240
64 Subway 7,990
65 3M 7,910
66 Mazda 7,700
67 Delta 7,580
68 Virgin 7,360
69 Repsol 7,150
70 Oracle 7,080
71 Nescafe 7,030
72 Kellogg's 6,230
73 Nivea 6,130
74 Caterpillar 6,120
75 Cisco 6,050
76 Ubisoft 5,720
77 Ben & Jerry's 5,590
78 Land Rover 5,570
79 Renault 5,550
80 Unilever 5,530
81 BNP Paribas 5,500
82 Toys R Us 5,400
83 Adobe 5,060
84 Pringles 4,960
85 The Home Depot 4,740
86 Dove 4,740
87 Siemens 4,450
88 Burberry 4,120
89 Moët & Chandon 3,950
90 Remy Martin 3,950
91 Lidl 3,760
92 Whirlpool 3,680
93 Deloitte 3,670
94 Tesco 3,550
95 P&G 3,450
96 General Mills 3,440
97 Lowe's 3,350
98 Hilton Hotels 3,320
99 Chevron 3,250
100 Accenture 3,100

McDonald’s leads the way. It’s pictured in almost 900,000 unique images every single month.

To put that into context, that’s 21 new images every minute, or a new image every three seconds.

Take a look at some of the most shared images McDonald’s appeared in (click right or left to scroll, see engagement stats below):

Shared 931 times and seen by 625,000 people.
Shared 1,027 times and seen by 671,000 people.
Shared 396 times and seen by 4.5 million people.
Shared 168 times and seen by 3.3 million people.
Shared 285 times and seen by 177,000 people.

10 Most Photographed Industries

By grouping each brand by its industry, we’re able to determine which industries are pictured the most online.

Top 10 Industries

Rank Industry Ave. Images Per Brand, Per Month Top Brand
1 Sports 381596 Nike
2 Technology 28732 Google
3 Retail 28501 McDonald's
4 Food and Bev 11694 Coca-Cola
5 Aviation 9920 Emirates
6 Fashion 7041 Chanel
7 Automotive 6890 Toyota
8 Entertainment 6516 Sky
9 Telecoms 4718 AT&T
10 Alcohol 3370 Corona

Imagery changes dramatically based on the industry a brand is in.

In the carousel below, you can see some of the most shared images in each industry (click right or left to scroll, see engagement stats below):

Sports

Shared 8,277 times and seen by 12 million people.

Technology

Shared 1,753 times and seen by 1.2 million people.

Food and Bev

Shared 1,125 times and seen by 911,000 people.

Aviation

Shared 6,813 times and seen by 8.6 million people.

Top 5 Positive and Negative Brands

We’ve analyzed the text in the posts that accompany each image. Using sentiment analysis, Image Insights is able to determine which posts are positive or negative.

Looking across 300 brands, we’ve identified the brands with the highest percentage of positive and negative text mentions (scroll right):

To add some context, here are some of the most shared positive and negative images from Penguin Books and McDonald’s.

Seen by 14,000 people.
Seen by 33,000 people.

7 Most Photographed Brands By Gender

Using Brandwatch Analytics’ automated demographics, we were able to see the percentage of images shared by men and women.

The two charts below reveal which brands have the highest proportions of male and female conversation (scroll right):

Carlsberg, Nissan, and Emirates generate the highest volumes of images from male authors, mainly due to sponsorships of male-dominated sports.

Tory Burch, Burberry, and Pantene see the vast majority of its content coming from female authors.

Scroll through the images below to see examples of how each brand targets males or females:

Pantene

Shared 19 times, seen by 69,000 people.

Burberry

Shared 84 times, seen by 131,000 people.

Tory Burch

Shared 2 times, seen by 17,000 people.

Carlsberg

Shared 128 times, seen by 163,000 people.

Emirates

Shared 1,131 times, seen by 1.5 million people.

Nissan

Shared 715 times, seen by 7.4 million people.

10 Most Photographed Brands By Profession

Brandwatch Image Insights can analyze a user’s profile to reveal their profession and job title.

This analysis reveals which brands generate an unusually high volume of images from a specific profession.

It helps highlight outliers with relatively small volumes of images online, but high engagement from a specific audience.

The three tables reveal the brands photographed most by students, politicians, and journalists:

Brands pictured by students

Rank Brand Percentage of images from students
1 Vans 35.1
2 Nivea 33.5
3 Pantene 32.3
4 KFC 31.1
5 American Express 29.4
6 Disney 29.3
7 Tesco 27.8
8 Starbucks 27.1
9 Nutella 26.6
10 Primark 26.2

Brands pictured by journalists

Rank Brand Percentage of images from journalists
1 Penguin Books 23.3
2 General Motors 23.2
3 Betfred 21.3
4 BT 20.5
5 SEAT 20.5
6 British Airways 20
7 Corona 18.6
8 Repsol 18.1
9 Renault 17.8
10 Honda 17.7

Brands pictured by politicians

Rank Brand Percentage of images from politicians
1 The Labour Party 21
2 The Army 16
3 The Conservative Party 12
4 International Committee of the Red Cross 6
5 HM Revenue & Customs 5
6 Tesco 4
7 Lidl 3
8 Pret 4
9 Dow Chemical Company 4
10 BNP Paribas 3
UK data only.

To add some context, take a look at the type of images students, journalists and politicians share.

Student

Politician

Journalist

Bonnie Greer is a journalist for the New European newspaper.

10 Most Pictured Brands By Influencers

Looking just at Twitter data, we’ve analyzed every image shared by tweeters with over 10,000 followers.

Comparing this with the total volume of images shared allowed us to determine the percentage of brand images shared by those with over 10,000 followers.

Here are the brands with the highest percentage of influencer engagement:

Rank Brand Percentage of mentions from tweeters with over 10,000 followers
1 McDonald's 12.06
2 Disney 11.85
3 Coca-Cola 11.49
4 Vodafone 11.07
5 Nike 10.2
6 Puma 9.96
7 Google 9.92
8 Sky 9.9
9 T-Mobile 9.86
10 Marvel 9.73

Let’s explore some examples of influencers engaging with these brands.

Disney Influencer @GirlPosts

Shared with 8.3 million followers.

Vodafone Influencer @Lord_Sugar

Shared with 5.4 million followers.

Puma Influencer @PremierLeague

Shared with 15 million followers.

Sky Influencer @CNNi

Shared with 7.1 million followers.

T-Mobile Influencer @Hardwell

Shared with 7 million followers.

Marvel Influencer @ESPN

Shared with 33 million followers.

Brand Comparisons

We’ve compared a few well-known competitors using image data to reveal which brand generates more visibility.

BMW vs Mercedes Benz Volumes

BMW Mercedes Benz
Total Images Online 42,810 85,070
Total Impressions 60.4 million 130 million

BMW vs Mercedes Benz Demographics

BMW Mercedes Benz
Male Authors 58.80% 65.80%
Female Authors 41.20% 34.20%

BMW's Most Shared Images

Shared 104 times, seen by 200,000 people.

BMW's Most Shared Images

Shared 285 times, seen by 5.3 million people.

Mercedes Benz's Most Shared Images

Shared 403 times, seen by 1.1 million people.

Mercedes Benz's Most Shared Images

Shared 218 times, seen by 5.6 million people.

Adidas vs Nike Volumes

Adidas Nike
Total Images Online 772,520 788,490
Total Impressions 390 million 336 million
Despite lower overall volumes, Adidas generated more impressions. This is because users with larger followings shared Adidas' images.

Adidas vs Nike Demographics

Adidas Nike
Male Authors 69.50% 69.30%
Female Authors 30.50% 30.70%

Adidas' Most Shared Images

Shared 10,897 times, seen by 9.7 million people.

Adidas' Most Shared Images

Shared 5,628 times, seen by 10 million people.

Nike's Most Shared Images

Shared 3,558 times, seen by 5.3 million people.

Nike's Most Shared Images

Shared 737 times, seen by 1.7 million people.

Google vs Facebook Volumes

Google Facebook
Total Images Online 463,150 158,200
Total Impressions 260 million 202 million

Google vs Facebook Demographics

Google Facebook
Male Authors 52.30% 50.20%
Female Authors 47.70% 49.80%

Google's Most Shared Images

Shared 794 times, seen by 582,000 people.

Google's Most Shared Images

Shared 23,004 times, seen by 53 million people.

Facebook's Most Shared Images

Shared 363 times, seen by 8.4 million people.

Facebook's Most Shared Images

Shared 160 times, seen by 45 million people.

Heineken vs Budweiser Volumes

Heineken Budweiser
Total Images Online 176,900 105,600
Total Impressions 165 million 134 million

Heineken vs Budweiser Demographics

Heineken Budweiser
Male Authors 71.60% 66.80%
Female Authors 28.40% 33.20%

Heineken's Most Shared Images

Shared 217 times, seen by 14 million people.

Heineken's Most Seen Images

Shared 7 times, seen by 4.5 million people.

Budweiser's Most Shared Images

Shared 345 times, seen by 10 million people.

Budweiser's Most Shared Images

Shared 98 times, seen by 6.1 million people.

Expert Conclusions

We shared our research with a number of brand experts to get their thoughts. Here is their take on the findings.

Matt Navarra:

“Brandwatch’s new Image Insights feature gives brands a powerful new way to discover the impact its brand is having across the social landscape.

The tool gives companies the ability to see the often invisible reach of its social efforts.

With this added perspective on your social data, marketers and social strategists can reshape entire campaigns to leverage the often hard to quantify aspects of brand’s visibility online. Spotting true brand sentiment around its visual identity, and being able to address areas of concern as it surfaces is huge. The true ranking of top brands on social is about to get a reshuffle.” – Matt Navarra – TNW

Mark Schaefer:

“For me, this research points to the overwhelming power of user-generated content.

These very ‘human’ impressions are rapidly taking the place of “ad impressions” for companies and profoundly re-defining what it means to be in marketing today.” – Mark Schaefer, author of KNOWN, The Handbook for Building and Unleashing your Personal Brand in the Digital Age

Dr. Jillian Ney:

“I’m really excited about the possibilities of image analysis. Being able to identify the context that brands play in customers lives via image identification is an essential addition to text-based social listening.

The applications of the insight gained from image analysis can help brands tailor their campaigns, develop personalized strategies, and ultimately, get closer to their customers.” – Jillian Ney, DRJN

Timothy Hughes:

“A picture paints a thousand words – images are central to us users of social media when we post, not just on Instagram but Twitter, Facebook, LinkedIn etc. The image is often more important than the text.

Social media listening of images is something B2B and B2C brands need to nail in 2018 to stay competitive and relevant.” – Timothy Hughes, CEO and Co-Founder at Social Experts 

Minter Dial:

“As someone who keeps an eye for the beauty industry, I was quite surprised by the low rankings of the beauty brands. L’Oreal comes in at #54. For L’Oreal, though, there is presumably quite a lot of confusion as L’Oreal is both a corporate brand and is represented by 3 commercial brands (L’Oreal Paris, L’Oreal Professionnel and L’Oreal Technique [a local US brand]).

For brands engaging in celebrity spokespeople, the relationship in images doesn’t seem to come through. On the other hand, the sports endorsement element represents a truly useful measure. There’s an obvious link between stars, powerful franchise teams, and their photographability [sic].” – Minter Dial, storyteller, filmmaker, and author of The Last Ring Home and Futureproof, How to get your business ready for the next disruption

Ann Handley:

“If it’s not yet clear to us that we as companies are no longer in control of our brands online… well, this report makes it irrefutable.

User-generated and co-created content rules the day — which means companies need to reevaluate not only our approach to modern marketing but how we’re developing real relationships with our customers, as well. Pretty exciting stuff! And full of opportunity.” –  Ann Handley, Chief Content Officer of MarketingProfs, and author of Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

Summary

Using Brandwatch’s best-in-breed logo detection technology, we’ve analyzed brand visibility online. We now understand:

  • How often each brand is photographed online
  • The demographics of authors sharing those images
  • Which brands are pictured more by influencers
  • The sentiment attached to each brand’s images
  • And the 100 most visible brands online

Brand visibility for your brand

Although this report was created using data from the world’s largest brands, smaller organizations still find value from image data online.

Hundreds of companies from a range of industries have used Brandwatch Image Insights to overcome key business challenges:

  • Truly understanding sponsorship performance
  • Seeing customers use your products and services
  • Benchmarking your visibility alongside competitors
  • Uncovering logo misuse
  • Discovering harmful brand associations
  • Spotting new influencers online
  • And for capturing every online reference of your brand

Find out more

Brandwatch Image Insights (the technology behind this report) is available to demo at no cost.

Press the button below to schedule a demo.

Methodology

Scope

For this report, our goal was to discover the 100 brands that were pictured most online. This would provide social benchmarks that could help inform any organization or industry using or invested in social media. In order to achieve this, we analyzed 300 separate logos and 100 million images within a two-month time period from August 4th – October 4th, 2017.

Brandwatch Analysis

Sentiment: Sentiment is evaluated using natural language processing (NLP) techniques. Brandwatch’s NLP algorithm is among the industry’s more conservative, aiming to qualify sentiment only when a certain confidence level is breached.

Gender, Interests & Profession: Gender, Interests, & Profession are evaluated learning user account or profile information as well as machine-learning techniques.

Rules & Categories: Brandwatch’s Rules, which rely on Boolean logic, allow users to separate specific conversations into specific categories. Rules can be understood as “Queries within Queries.”

Logo Detection: Brandwatch uses an adaptive learning engine to uncover logos within an image. The technology searches for a myriad of attributes to find every type of logo placement, including curved, blurred, small and partially covered detections.

Sampling: A statistically accurate 10% sample was used to collect the data. This sample was extrapolated by 10x in the report to give an accurate estimate on what the full coverage would be.

Brand Selection

The Brand Visibility Report analyzed 300 logos in total. The 300 logos were selected through two processes. First, we examined revenue and output lists, industry literature, and social data to compile a list, then we cross-referenced with well-known brand ranks like the Fortune 500, the Interbrand Best Global Brands, and the Social Outlook Report. 

Once those companies and agencies were collected, we ranked organizations according to the volume of images they were pictured in on both Twitter and Instagram. We then identified the top 100 brands and conducted additional analysis.