When it comes to maximizing the value of photos that ricochet across Facebook, Pinterest, Tumblr and other sites, marketers are moving the goal posts. Whereas it was once enough just to encourage consumers to follow your site and share your images, some companies are moving to the next level with the help of more robust analytics.
Ecommerce brand The Grommet produces a steady stream of photos and, early on, found value in Pinterest. Like other companies, however, it found tracking the virality of online photos a challenge. The Boston-based company turned to Curalate, an image analytics platform, for help.
Founded in 2011, Curalate tracks where images are shared on Pinterest and Instagram. It uses image recognition algorithms that examine online images and matches them to a database of images to determine which photos have been pinned by a Pinterest user or shared on Instagram.
If a Grommet customer, for example, pinned on Pinterest an image of a necklace that has been repinned numerous times without the brand’s name or website, Curalate will alert The Grommet that this is a popular item.