A majority of the posts among social media platforms are photos and videos. In general, social media posts with images get 2x more engagement than those without images. Videos get 5x more engagement, and live broadcasts get 24x more engagement. This is because images and videos make content engaging and fun. They also convey messages that the human brain can quickly remember.
A digital marketing speaker Hong Kong states that visual analytics is the new black in marketing. Images uncover hidden information. These pieces of information help brands and businesses uncover what is beyond the customer’s eye. To a social media agency Hong Kong, visual insights help AI and machine learning identify important user signals. These include demographic data like age, gender, and group. They also include logos, online user activities, scenes, settings, surrounding objects, and many more. Let us dive deeper into how visual analytics become the new black in marketing.
Find New Brand Ambassadors
Through social media, visual content can help businesses find new brand ambassadors. Most social media users post photos of their favorite brands and latest finds. They share their exciting experiences with new products and services. They also make a review or testimonials among brands, products, and services. Through logo recognition functions, businesses can collect images in social media identifying their brand assets. Brands and businesses should also watch out for any mentions or tags of their brand name on image captions. As such, they will be able to find new ambassadors to promote them. To expand the reach of potential ambassadors and promoters, brands and businesses should be proactive in reaching out to them. Create a program on your social media pages, and look for potential participants. These can be a contest, giveaway, or invitation to be a brand ambassador.
A video marketing agency Hong Kong showed how visual analytics became the new black marketing on Starbucks. In the summer of 2020, there was an increase of posts among baristas showing TikTok drinks. These are off-the-menu items that their baristas made to bring Starbucks in during the pandemic. As such, there was a spike in the engagement metrics of the popular coffee shop brand. That’s when Starbucks realized that their baristas are one hell of a good brand ambassador.
Identify the Most Engaging Social Media Posts
Most often, brands ride on celebrity tags, crises, new trends, and viral posts to gain reach and traction on their social media posts. Sometimes, it might be an image of a trending product. Other times, it may be popular news relevant to a brand or business. Through social media graphs, it will be easy to detect activities, objects, people, and scenes having the most engagement. These images can help brands segment their audience through demographics like age, gender, and location. As such, visual analytics simplify how brands and businesses generate more appealing content. By spotlighting their target audience through age, gender, and location, their posts can more likely boost awareness, conversion, and engagement on their posts.
The soap brand “Dove” commonly uses ordinary people to promote their products. Last April 2020, their “Courage is Beautiful” campaign touched the hearts of many audiences by featuring images of front-line heroes. The campaign has successfully raised $2 million for Direct Relief assistance for COVID patients. By addressing the needs of the current crisis, Dove was able to help an important cause and sustained its business operations despite the pandemic.
Power-Up Marketing with Local Culture
Visual analytics is universal. If a brand or business is planning to expand its product reach and services, they can be very useful from the marketing point of view. Social media content with visuals shows how people in a certain country or region dress, interact with others, learn, party, and work. Using geotags on images, brands and businesses can access data on the consumption situations between consumers in different locations.
A great example of using visual analytics is Nike’s recent “Nothing beats a Londoner” campaign. The campaign resulted in a series of ads showing the importance of the younger generation in UK sports – specifically in London. By using less popular areas in London, Nike has successfully conveyed the message that talents come from all corners of the city. Such a campaign received outstanding awards, recognitions, and shortlists. Searches for Nike products also rose by 93% and so did Nike’s sales in the UK.
See New Brand Ideas Through Real-World Consumptions
Through visual analytics, brands and businesses can find out how consumers are using different products and services. These can be a helpful guide to find new ideas for their marketing strategies. The key is to creatively innovate when examining visual content.
Stationary Xpress uses visual analytics to offer their clients real-time product personalization. By observing their potential clients’ visual content on social media, they have come up with a change in their marketing plan. Instead of offering warranties, they offer a “Build A Preview” functionality on their website instead. Here, their clients can have an accurate preview of what they can expect in different colors, fonts, motifs, and styles. They can also have a LIVE preview of any changes they want to make. Such results in customers raving in their offerings a week after the launch.
The Bottom Line
Visual analytics is the new black in marketing. As it uncovers hidden insights through the customer’s eye, brands and businesses can find real-world cases for a successful marketing strategy.