The recent rise of Pinterest, along with a slew of other image-heavy digital services—such as Tumblr, The Fancy and Instagram—has ushered in a new digital era in which a picture is worth a thousand words. While this “era of the visual web” signals a tremendous opportunity for brands and their agencies to leverage product imagery and develop a better understanding of their fans, it has also brought about the need for new tools equipped to handle the challenges of image-based marketing. Enter Curalate.
Curalate is a social curation analytics platform built from the ground up specifically for the visual web. Recently, we invited Apu Gupta, Curalate’s founder and CEO, to the Digital Lab to share how brands can adapt to this new visual landscape through the company’s breakthrough image-based analytics and promotion tools.
Curalate has the solution to these problems, as they’ve created a tool to effectively analyze the visual web. Using a unique pixel-based form of image-recognition technology, they enable brands to track product images that have been “pinned” by fans, and turn them into actionable data. By looking at each pixel on the image and matching them up with pixels on another image, the technology can determine whether the two images depict the same product. This allows marketers to identify exactly what content is driving engagement online, and derive insights as to how brands can market on the visual web. This data can be used not only to help optimize ecommerce and build relationships with existing fans on social platforms like Pinterest and Facebook, but also encourage sharing of branded content by keeping consumers engaged with products.
