New Research Shows 88% of Online Brand Mentions Are Visual and Brands May Be Blind to Them

New research from Visual-AI company, VISUA has revealed that brands who choose a platform or agency that only monitor text-based mentions of their brand name are missing 88% of valuable brand insights. For the study, VISUA analysed 1 million global tweets only to discover a significant gap in online brand monitoring when comparing text mentions to visual mentions.

Due to the mass adoption and power of smartphones there has been an increase in consumers capturing their world visually, with 95 million photos and videos shared on Instagram each day, and video outperforming photos on Facebook by 73%. Yet many brands continue to choose platforms and agencies that do not have the capabilities to unlock the critical insights available to them in visual media, so they only see a fraction of the possible insights.

VISUA delivers Visual-AI solutions that power the world’s leading protection, authentication and monitoring platforms, processing billions of pieces of media each month that helps brands gain insights that were simply not possible before. To date, VISUA’s Visual-AI solutions have been integrated by many leading companies including Brandwatch, eBay, MVP and TVEyes allowing them to service the ever more complex needs of their brand customers. Visual-AI has become an imperative function for brands to use in the online monitoring of not only their own brand, but their competitors’ brands too. According to Crayon.co, 40 percent of brands are now looking to invest more in competitive intelligence as a means of gaining an edge over competitors.

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Without it, companies are missing the majority of mentions to their brand and therefore are missing vital signals that can expose key consumers’ needs and emerging trends. Through monitoring both text and visual online mentions, brands are able to get a comprehensive picture of their consumers. As VISUA’s research shows, brands could have access to 1046% more brand monitoring intelligence on average if choosing a platform that can provide visual brand monitoring in addition to text monitoring.

Through internal research, VISUA uncovered some eye-opening statistics on specific brands. Adidas, for example, showed the highest percentage of visual brand mentions of the brands analyzed. 98% of all related tweets had visual mentions, while only 2% had text-based mentions.

Similarly Coca Cola’s figures were 83% visual mentions, while only 17% were text-based, and Louis Vuitton were 86% to 14% respectively. This highlights a massive gap in opportunity for brands where Visual-AI can help monitor trends, attitudes and interesting product uses/combinations. VISUA’s study has shown brands have an opportunity to gain significantly more insights by insisting that the brand and social media monitoring platforms their teams and agencies use are capable of visual brand monitoring as well as text monitoring.

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Commenting on the findings and the importance of combining visuals with text mentions, VISUA Co-founder and CEO, Luca Boschin said: “We are living in a world where our every moment of consumption, happiness and success is shared online via our smartphones and mostly through visual representations. This research has highlighted that a very large percentage of these images and videos contain brands and related marks. We were frankly surprised by the scale of the gap.

Luca continues, “But we know that many brands and companies are not exploiting the insights and related benefits because most monitoring platforms still rely only on text mentions. They are therefore not serving their customers well as they are ignoring the 88% of brand mentions that are purely visual. Whereas if they combined both visual and text mentions they could provide 1046% more insights to their customers. But it’s not just about the numbers, it’s about the type and quality of these unique insights, which our report highlights very well”

VISUA offers solutions to help with brand protection, authentication and monitoring, and also consumer engagement campaigns through Visual-AI. Visual-AI is used to deliver deep intelligence and solve issues in counterfeit detection, social media, sports sponsorship, ad and digital piracy monitoring.