Media and marketing have always been closely linked and depend on each other to a considerable extent. Both areas are subject to constant changes and trends, which means that exciting developments can be observed again and again. With the increasing presence and importance of social media, the area of influencer marketing has recently come into focus.
As influencers have become trustworthy role models for many of their followers and are easy to identify with, they are particularly interesting for advertisers. Thanks to this trust and the close relationship with the target group, recommendations or product reviews are received above average. In order to drive the purchase decisions further, influencers are often given discount codes, which in many cases makes the cash registers ring.
Paid partnerships must be marked as such, but in most cases this does not reduce the success. Nonetheless, unpaid product presentations and recommendations have proven to be particularly valuable. What is considered a real gold mine for companies, however, has a big catch: How can you determine whether influencers are talking about your own company in their Instagram stories, YouTube videos or TikTok videos?
Unless the corresponding products or services are linked, there is only one way to identify the mentions: media monitoring, that specializes in audiovisual content. There are a range of useful tools that search the selected channels for relevant mentions – and some even provide the information in real time. This makes it possible to always keep an overview of what is said about you, your brand or any other topic of your interest – even of untagged stories, videos or podcasts.
Some media monitoring tools come with additional valuable features that make it easy to edit, share and analyze the clips that have been identified: The online media monitoring platform offered by eMedia Monitor includes intelligent features such as the Waterfall for information visualization or the Editorial Workflow for collaborative work.
Knowledge gained through social video monitoring is a great asset for PR and marketing strategies and it can foster further developments within the company. To find out more about the application of fully automated social TV media monitoring, simply contact us and don’t forget to ask for your free demo!
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