With the explosion of visual content (now a necessity to gain traction on any social post), aided by artificial intelligence and image recognition, a marketers job is made easier. My own job becomes easier.
Rob Begg, a VP of Product Marketing, relays that the visual web is the future of marketing. Photos shared to social media are representations not only of what the consumer wants but their needs and certain behaviours (which often pass under the radar to Marketers).
How does artificial intelligence and image recognition help?
An example is if I were to tweet a photo of a badly parked car with the caption '#fail'. This sort of post is no help to marketers doing simple key word searches for their products or industry-related categories. However, AI-based image recognition tools like Clarifai, Imagga and Google Vision API scour social media sites for photos and compare them to an extensive library of images, scenes and characteristics. Compare this to a person manually reviewing photos and we can so clearly see how technology can uncover the right images at a new level of speed and scale.
The value Image recognition across social media also offers big benefits to companies. At RUSH we are actively jumping on the 'image content train'. Particularly, on social networks by creating our own visual content.
AND because of AI and Image recognition we see results. Increases in number of Twitter 'impressions' or Instagram 'likes' we receive from an image post as opposed to a general text post - telling us what sort of images people prefer.
Looking past the technical or marketing implications, the tools essentially allow us to use those insights to deliver "better, more seamless and delightful consumer experiences" across all social channels.
Marketers have always invested where consumers spend their time. Being able to interpret what people are doing and saying on social media through photos is no exception. Companies have responded to the surge in images on social networks by creating their own visual content. With the advent of AI and image recognition, they can go even further by listening to what people are saying through images.