We all know to take great care in what you show on Facebook. But most of us are worried about the PR value of the shot, not that what’s in our photo might be searched.
And no, the search is not by the police (although they could) but by your local brand. According to DigiDay, when Coca-Cola was rolling out Gold Peak ice tea, they didn’t focus on search terms, but searched photos on Facebook, Instagram and Twitter.
They used and “image recognition engine” to identify who posted images featuring ice tea and their emotions. Those people were then served ads based on the kind of ice tea and emotion displayed. DigiDay, Coca-Cola has seen a click-through rate of over 2%, which is 3 to 4 times the usual Gold Peak creative benchmark.
So the next time you hold up that beer can or wine bottle, just think who is analyzing your photo.