Did you know that more than one-third (36 percent) of all links shared on Twitter point to an image, but that as many as three-quarters (77 percent) of tweets that link to an image from a brand do not reference the brand by name?
It’s hard to feel any sympathy for Coca-Cola, but soft drink brands are the least likely to be tagged by Twitter users who share photos of their products, followed by beer, luxury and sport brands.
However, you have to wonder: does that really matter? It certainly might be an issue if you’re a new business where every mention of your brand is essential to your growth, but Coca-Cola, Inc. is the absolute definition of a global marketing terminator. As for why, I’m reminded of Andy Warhol’s famous quote:
“What’s great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.”
So I’m not sure there’s much of a need for Coca-Cola to be tagged by Twitter fans who are sharing images of Coca-Cola products, nor do I think it matters all that much to the brand. But for a mom and pop business it absolutely does matter – visuals are processed up to 60,000 times faster than text, but potential new customers still need to know where to go to buy the products.
Check the infographic below for more detail on why images have become ubiquitous on Twitter.