Word of the week: Curalate
In recent years, social media has seen a major shift from text-based platforms like Facebook and Twitter to visual ones such as Instagram, Pinterest, Tumblr, Vine and Snapchat. Today, Instagram is the fastest growing social media site worldwide, with its user base growing 23 percent in early 2014. As social media continues to move towards more visual interfaces, B2B marketers are tasked with learning how to market and measure image-based content.
Curalate, a social media marketing tool, offers users an advanced image-processing technology which allows companies to track visual conversations about their brand across the web. This technology provides companies with the chance to identify influencers, monitor competitors and create more personalized promotions. Online marketing has become increasingly important in the B2B buying cycle, as 93 percent of all buying cycles begin with a search. More than ever, buyers prefer to gather information via online channels and social platforms where they can anonymously read about other buyer’s experiences with a brand or product.
Curalate provides companies with unique consumer insight and access to user-generated content by being the only analytics provider that measures social channels such Tumblr, Pinterest and Instagram. A recent Curalate study on “beautifying your content,” produced a variety of interesting findings for marketers including that brand images without faces receive 23 percent more repins; and images that are reddish-orange get roughly twice as many repins as images that are blue. Curalate provides companies with extremely specific and personalized data, to help marketers better utilize the visual platforms buyers are turning to for insight, in the early stages of the B2B buying cycle.