Going Video-First: Redefining Social Listening

In an era dominated by digital content, the world has undeniably gone “video-first”. Whether it’s educational tutorials, product demonstrations, or creators and influencers engaging with their communities, video content has become the primary medium for communication and expression. The rise of platforms like YouTube, TikTok, and Instagram has revolutionized the way we consume information, transforming static text and images into dynamic, engaging narratives. 

Short form videos and the personalities within are proving to be inherently more engaging and memorable than text-based content that’s trying to convey the same message. Studies show that humans process visual information around 60,000 times faster than text, contributing to the popularity of video content. Aiding the growth of social video is the widespread availability of smartphones and high-speed internet that makes it easier for us all to create and share videos.

Marketers are acknowledging this shift at a remarkable scale and to help them make the right marketing decisions, social listening tools such as Brandwatch, Sprinklr and Meltwater have become indispensable. The problem is that every single social listening platform only reads the metadata such as hashtags, likes and comments. They cannot get inside the video or the voice of the influencer to get a true picture of brand mentions or brand sentiment. This massive gap in marketing intelligence makes it impossible for agencies and brands to make informed marketing decisions.

The great news is that advances in machine learning capabilities mean that this cosy world of social listening has been disrupted. Now SocialVoice.ai plugs this gap in vital intelligence by unboxing the video itself to reveal the true voice of the influencer.  Our patented AI technology analyses everything an influencer has ever said or is saying in their social video posts, so that agencies and marketers can make the right decisions around which influencers to align themselves with, the strongest communities to engage with and where they’ll gain the greatest return on campaign spend.

Driving the growth in influencer marketing is brands and agencies shifting to recruit more and more nano and micro influencers to mention or promote their products. Our mission is to help those that are investing so much of their time, money and trust to do this in the fastest and safest way possible. 

Analysing the voice within video also provides brands and agencies with real-time feedback on their social video campaigns. By understanding an influencer’s personality profile, how well they engage with their communities, the quality of their video production, their topic specialism and brand alignment, brands and agencies can have an enormous impact on the success of their campaign strategies and ROI.

Most importantly, the unboxing of social video and the ability to listen to everything within an influencer’s social video posts solves one of the most critical issues affecting the growth of influencer marketing – brand safety. Up until now it’s been impossible to check if an influencer has ever said anything within their posts that could cause damage to a campaign or brand. However, now with SocialVoice, agencies and brands can run a brand safety check across an influencer’s entire social video catalogue in a matter of minutes. 

In conclusion, the social video-first world presents endless opportunities for businesses and influencers to engage with audiences in more creative ways. Listening and understanding to what is being said about your brand, a competing brand and trends within your market is a non-negotiable and social listening platforms are an indispensable asset. However, it has to be acknowledged that if you can’t listen to what creators and influencers are actually saying within their videos – then you aren’t social listening. As a result, your influencer-led campaigns are like a three-legged stool with one leg missing. 

How can you have stability, confidence and trust in your decisions if up to 90% of the data you need to make decisions is missing?

At the same time, SocialVoice isn’t your only solution either. You need the three legs of the stool because understanding how a community is responding to a social video post is important, and for brand safety the monitoring of X and other written word platforms is critical also.

It’s a balance, but not a balancing act! Just talk to us and we’ll show you just how the world of social listening is changing for your benefit.

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