The Emergence of Image Listening
Research and development is a core part of my daily life, so I spend a great deal of time testing out new apps and investigating new methods. And of all the apps I’ve demoed in the past six months, one relatively new application’s potential utility stands out in my mind: image recognition for brands.
Listening has been largely limited to text over the last few years. But–as our PR Strategist says “Seeing is the new reading.” In an increasingly image-based paradigm for communications, identifying images in the wild has become a valuable tool for ultra-progressive marketing people.
Social photos of beer brands celebrated the good warm weather vibes over the Memorial Day holiday weekend. As beer brands fight for the largest share of the market, it’s intriguing to see what social photos can tell about these brands.
Bud Light rose high above its competition—domestic or imported—this Memorial Day weekend in social photos shares. Bud Light also holds the #1 spot in retail sales for 2013, according to IRI.
The #Hashtag Game
Budweiser also stocked shelves with patriotic beer bottles and cans. Of the photos posted with the Budweiser brand over the 5-day period, 9% of photos with hashtags used #America, #MadeinAmerica or #Merica
The second top-selling beer by cases in 2013 was Miller (both Light and High Life). It ranked #4 in social photos for the holiday weekend. 70% of photos shared included the branded tagline in the form of the hashtag #IsMillerTime.
Dos Equis narrowed the margin gap between its homeland competitor, Corona, with clever hashtags like #DosdeMayo instead of #CincodeMayo. Dos Equis grew its “case sales” double digits last year and leverages its Most Interesting Man and #StayThristyMyFriends content.
What Do these Social Photos Tell Us about Beer Brands?
Are these social photos reflections of demographic indicators? Or do they simpler mirror the beer brand’s market share?
Clearly image listening is not a choice for consumer brands that can be worn or consumed. Stay tuned for more on this from us…
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