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