• by Ray Schultz , May 30, 2019

Unmetric, a specialist in branded content analysis, has added capabilities that it says can help marketers identify the most engaging colors and images posted on social media.

These can then be utilized in email campaigns, on websites and in social channels.

The new analytics tool can be applied to images posted by the brand itself or by other brands, the company says.

The product reflects the shift in social from text to visual- and image-based conversations, it adds.

“Visuals are the new language of consumers, and brands require deeper, more granular insights into the images that evoke a positive response from fans and followers,” states Lux Narayan, CEO of Unmetric.

The firm cites a study by Hubspot, showing that 80% of all brands use visual assets in their social media marketing.

The new analytics capabilities, now available to all users of Unmetric Discover and Analyze, include color and object analysis and trending topics, colors and objects.

Marketers can also get a word cloud of all the colors and objects in a brand’s images. They can also discover popular posts, topics or hashtags, along with the dominant colors and object, the firm adds.

The goal is to help firms “better understand the elements that make visual content memorable, engaging, and shareable,” Narayan adds.