Tumblr users share 5 billion public photos a week. Many of these photos purposely or inadvertently contain a particular brand. A few of these images come to mind: a teenager happily sipping from her Starbucks cup, a runner proudly wearing his new Adidas shoes, a father of three celebrating his new Cadillac.
The fact that companies want to know what their customers think of them is nothing new, but Tumblr is trying something that will give brands new insight into when, where and how people experience their products.
With the forces of Tumblr and Ditto Labs combined, brands can collect information from images posted to Tumblr to learn how people feel about them. In the past, people had to post “#brand” for the brand to easily find the image. Now brands can analyze product usage and customer sentiment using pictures alone. Several well-known brands – specifically Coca-Cola, Kraft and Cadillac – have already utilized the services to conduct demographic and sentiment research on a social scale.
It’s important to note, Tumblr doesn’t actually scan images to collect information about the brands featured in the photos; Tumblr simply makes the images available to Ditto Labs for analysis. Ditto, in turn, claims to be able to find brand images using a technology unlike any other. According to Ditto Labs CEO David Rose, “No other technology can read brand information inside of pictures at a social scale.”
This partnership between Tumblr and Ditto Labs is a big win for brands wanting to engage with customers on a new level. Does knowledge of this new capability change what pictures you plan to post to Tumblr or other social media sites?