Visual Intelligence combines two phrases you likely have already heard thrown around: computer vision and artificial intelligence, also known as AI. Computer vision sees images, but the essential structure, more importantly, can recognize them as a human can. The important thing to remember is that computer vision is not a human; it’s a machine which means the biases, opinions, and emotions we carry with us as humans are removed.
Artificial intelligence works in tandem with computer vision to create a powerful tool that not only recognizes images but continues to learn about what it’s seeing, and the applications are endless. This results in software that knows elements within images beyond what even the human eye can see. This information can be applied to things like algorithms and learning models. It can be used in everything from having lists of automatically applied tags referencing all the elements seen in an image to surfacing content by keywords that didn’t need to be manually categorized and sophisticated content analysis.
Any technological advances in a field of work can create uncertainty. No one wants to have their job taken over by a computer, and particularly in creative processes, some find it hard to envision using a computer as an aid. However, the use of Visual Intelligence software in marketing has been on the upswing in recent years. Marketers realize that embracing visual intelligence technology makes them more efficient at their jobs. Leveraging the unbiased analysis provided can help them de-risk content pivots and identify trends quicker to stay one step ahead when competing for market share.
It’s no secret that producing owned content is time-consuming and a significant investment that takes up a large portion of any marketing budget. This is where the most innovative marketers see opportunities to incorporate visual intelligence technologies into their process. Many opinions are considered when planning the creative direction before a photo shoot. Consequently, it's easy to return to outdated ways, unclear directions, or ask your creative team to do too many things at once. Visual intelligence software allows the marketers directing this process to peek into the future and understand what types of visuals will resonate with their target audience even before the first shot has been taken. By knowing this beforehand, less money is wasted on content left on the cutting room floor, and a more targeted and innovative creative strategy can be achieved.
A shift in brand creative used to happen rarely, and there was a significant risk involved anytime it did. In today’s fast-moving marketing space, brands need to introduce fresh creative periodically to avoid being left behind. But each venture into the unknown means that marketers need to patiently wait to see what sticks, hoping that new content would retain their current audience while simultaneously expanding into new demographics. It’s a tall order, and brands have seen varying results. The latest challenge is that trends are changing so quickly that the ability to be agile is essential. By tapping into new technologies, brands can be agile without making risky, knee-jerk moves. Before deciding on a new creative shift, invaluable research can happen in minutes from an unbiased source that knows precisely what will speak to your audience and what will be a swing and a miss. Marketers can then make bold decisions and capture attention, knowing all along that this shift would pay off.
Dash Hudson’s Visual Intelligence technology, Vision, is a fan-favorite among the world’s best marketers. Vision surfaces content quickly and easily with keyword search and creates custom models for your unique brand. Brands know which photos and videos will perform with their target audience before it’s even published. Using Vision to analyze competitor creative, user-generated content, and visual industry trends ensure marketers make better decisions faster. Visual continues to propel marketers and their brands to new levels and stand out in the crowded market.
Visual intelligence software is a collaborative tool in any marketing team’s toolkit. Visual intelligence tools can be used at photoshoots in real-time to ensure imagery will perform with your audience or by a PR team vetting influencers to understand if their content is a brand fit. Visual intelligence softwares can be leveraged across social teams, sorting through endless UGC pieces and choosing which pieces to schedule.
Visual intelligence softwares break down video content into a series of frames, analyzing each frame like an image. Thumbnails or cover photos are an essential part of any video’s success online. Choosing the correct cover photo can lead to more interaction, increase video views, and longer watch time.
If you’re looking for results, a visual intelligence software should be a consistent part of your strategy. If it’s only brought out for special occasions, you may miss out on a passing opportunity that could have been a perfect fit for your brand, or your day-to-day content won’t be held to as high a standard as it could be, helping you hit your KPIs and create meaningful connections with your target audience online.