Do you want to know? Do you need to know? And how would you find out? Would it help you make better decisions?

The power of social media monitoring tools

In the digital age where every brand has a presence across various platforms, it's important to monitor your brand mentions online. Traditional text-based tools for tracking mentions and sentiment analysis play a crucial role in gauging public sentiment towards your brand. From tweets to blog posts and reviews, these tools scrape data and provide a comprehensive picture of how your brand is perceived. Sentiment analysis, leveraging the power of natural language processing, can further classify these mentions as positive, negative, or neutral.

Used well, this can be incredibly powerful in many scenarios. However …

The complication is social video

Then there is social video content, and we all encounter a new set of challenges. Many brands feel anxious about this medium, primarily because it's harder to monitor than text-based content.

Key brand mentions could be embedded in the visual or audio aspects of a video, making them unreachable for traditional monitoring tools. Moreover, the process of background checking potential collaborators or influencers becomes more intricate when video content comes into play. Do you want to work with someone who has talked about you, or worse, ‘behind your back’!

Navigating the unseen: Challenges in marketing research and collaboration vetting

The existing tools show clear limitations when dealing with video content, leading to several implications. Brands may miss out on valuable insights from video-based conversations or fail to spot potentially damaging content. This fuels a fear of the unknown as brands may feel they lack comprehensive information about what's being said about them in video form.

Many data teams would say that inaccurate data is worse than no data.

Beyond text: Emerging solutions like RippleXn

To combat these challenges, we at RippleXn have and are building a solution that transcends the limitations of text-based analysis by providing in-depth understanding of video content, ensuring brands gain a holistic understanding of their online presence. And, once you can accurately know who is talking about you, you can make better decisions.

Who is talking about you?

In this 6 minute #GRWM YouTube video by Sam Chapman, that generated nearly 40k views, over 2k likes and 210 comments she talks about at least 13 brands that were not mentioned in the title, description, hashtags or video tags! See a previous article about this article. 

In this 6 minute video we can see the Tags, Hashtags, and Video Description that Sam mentions or tags.

But, if you are the brand manager or agency of Ziip Halo, Nuface, Shiseido, Maybelline, Murad, Glossier, Tom Ford, Victoria Becham, Guru Makeup Emporium, NYX or GHD you wouldn’t know about it using conventional tools. 

The screenshot below shows part of the RippleXn interface which highlights how all those brands were found and highlighted.  Do you want to be know who is talking about you?

Talk to team to learn about how to have this extra level of insight?

Q. Would this influencer be a good person to reach out to you for your next campaign?

Benefits of monitoring brand mentions

The practice of monitoring brand mentions, be it in text or video format, is full of benefits. It paves the way for better decision-making and risk mitigation when it comes to collaborations, as brands can profile and confirm who is already talking about them.

This unprecedented new level of insight fuels marketing research by providing real-time feedback on new product launches, campaign reporting. Plus, it makes way for more accurate reporting of metrics like "effective share of voice," which can guide future marketing strategies. The benefits are nearly endless on top of the transactional advertising compliance and contractual checks.

Do you need to know about the substance of social video

Talk to the team about the RippleXn’s social media brand safety and other cutting edge tools for campaign reporting especially on brand mentions and services.