Of the top 50 brands Forrester tracks in its Social WebTrack study, more than half maintain Instagram accounts, posting an average of 5.6 times per week. Engagement rates average 4.21%, compared with .07% on Facebook. Why, then, are marketers unable to analyze visual social content?
Most brands suffer from undeveloped visual listening capabilities because they lack the necessary headcount, don’t believe their customers use visual networks, and have not cultivated a visual brand, writes Forrester in new research.
As a result, brands miss visual product mentions and images that would otherwise share valuable insights about their products and customers. Brands must stop ignoring their customers and implement an appropriate social tool to measure activity on visual social networks.