The old adage “A picture is worth a thousand VP Safety Email List words” has been around in one form or another since at least the 1920s, but it’s more true than ever today in a world where image-capturing devices are ubiquitous and the sharing of images takes way less effort than writing a thousand words.
The implications for brands are profound
Just as many marketers have been getting the hang of “social listening” that parses text-based comments about brands, more and more consumers are using photos to communicate their thoughts and feelings. Some consumers are pretty good about name-checking
brands that are featured in their photos (in accompanying captions/comments/hashtags/tweets), but oftentimes photos travel through social media with no verbal clues whatsoever as to their brand content.
Consider the consumer who tweets an image of Bud Light Lime Water-Melon-Rita with no mention of the product and only a caption that reads “Someone buy me this please” followed by three smiley emoji with heart-shaped eyes.
Or the Twitter user who tweets “Wow, A Lot of Products
Have Amazon Dash Buttons Now (Here’s the Full List)
”—along with a link to a news article with that title—but makes no mention of the brand,
Tide, shown on the accompanying image of an Amazon Dash Button that he’s shared.
Or the Instagram user who captions a photo
of can of Campbell’s Chunky Chicken Corn Chowder, “
It’s 90 degrees so soup sounds like a great idea. #fitspo #health #fitfam #fit #workout #motivation
gym #healthy #fitness #instagood #me #instalike
love #follow #instafit #instadaily #wellness
weightloss #weightwatchers #diet #beforeandafter
beforeandafterweightloss #exercise #progress #transformationtuesday #healthylife #active”—27 different hashtags but not one of them mentions Campbell’s!