When your consumers communicate through pictures, they’re getting really specific. Gone are the days when people were satisfied to just “like” a brand; they’re now expressing their love for specific products or content, whether that is a blue cashmere sweater or a great recipe for gluten-free chicken soup. When sharing your brand’s images, your fans are telling us exactly what they love most and, at times, precisely how they envision using the depicted item.
For smart brands, these insights can be a powerful way to drive increased traffic and revenue. Here are three core things you can do:
- Make products and content easier to find in search results
- Increase the frequency and number of ways in which products are used
- Give existing content a new life by refreshing it with newly uncovered uses
Curalate’s Top Keywords feature makes it easy for brands to tap into how consumers describe and use your products. Curalate scours social channels to find images of your products and content to learn how consumers are describing them. Now, whenever you look at an image in Curalate, you’ll see the top words consumers are using when sharing your products or content. From there, simply update your product listings, adjust the narrative of your content, or highlight a product in a new way on your social channels to ensure that you’re always in tune with your consumers.
To help you get started, here are a couple of examples:
Consumers are describing this sandwich maker as a dorm room necessity. The only problem? The retailer of this product doesn’t realize this. As a result, the retailer’s “Back-to-Campus” feature omits a product consumers are enthusiastically sharing.
By updating the product listing and categorization with the insights gleaned from Top Keywords, this retailer could improve product discoverability.
This insight can also be used to craft social marketing materials. For example highlighting this product in a Facebook post along with other dorm room essentials is a surefire way to grow social engagement.
This Designer Bulletin Board below is getting a lot of love from consumers who are eager to make it for a child’s room. The original project description, however, doesn’t speak to this and misses out on connecting with browsers who are seeking ideas for sprucing up a nursery or a kid’s bedroom.
Using the insights provided by Top Keywords, the brand can re-position the project, update its description, and cross-categorize it with both home decor and crafts for kids.
Taking this a step further, the brand can also use these insights to craft a Facebook post around the project. Highlight it as part of a weekly series on updating kids’ spaces and watch social engagement grow.
So, there you have it. Although communication is increasingly being driven by images, the key terms used to describe your products can profoundly impact how a consumer thinks about your products too. Be informed, and choose your words wisely.