May 14, 2018Published by: Tom Bradley

Logos, photos and Leicester City: Five key takeaways from Brandwatch’s 2018 Brand Visibility Report

As part of a number of reports they publish throughout the year, Brandwatch has released its 2018 Brand Visibility Report, which analyses 250 million pictures from across the web, from the last twelve months, to determine which brands and companies are most visible on the internet through their logos.

Alongside a breakdown of the most visible brands on social, Brandwatch take a look at how this affects company revenue, which industries are the most photographed, sentiment around imagery, brands by influencer, logos by location, and there’s even a small breakdown into football sponsorship - a huge avenue for many brands.

We’ve taken a deep dive into the report and put together five things you need to know:

  1. Sports take the top spot

Whether adjusted for revenue or not, sports brands know how to make their logo stand out across the web. On Twitter and Instagram, Adidas and Nike take the number one and two spots, with 6.7m and 5.1m pictures per month respectively. To put that into perspective for Adidas, that’s 154 new images per minute - or three every second.

When adjusted for revenue however, it’s Puma that leads the way; with an average of 32.6m new images being uploaded featuring the ‘jumping cat’ - and with an annual revenue of $5.04bn - this equates to only $154 per image. Second on this list is Under Armour (17.4m images, $3.90bn revenue) at $224 per image, followed by Adidas (79.9m images, $23.72bn revenue) at $296. This just goes to show - with the right brand placement, you can get more bang for your buck than simply being everywhere across the net.

  1. Don’t underestimate growing markets - or influencers

Taking a look at other top brands adjusted for revenue, both Vans and Louis Vuitton have made the top 10 amongst more ‘obvious’ companies - but through intelligent marketing.

Vans, in at number five on the list, may have a smaller revenue of $2.5bn in comparison to those above and below it on the list (at number four, The BBC with $6.86bn; at number six, Nike, with $34bn), but through targeting growing markets with its apparel, the volume of Vans images shared in Asia increased by 20% since Dec 2017 - and by 62% in South America.

Luxury retail company Louis Vuitton have taken a different tack to increase its brand visibility across the web - by using influencers to showcase its wares - or, wears. 12% of the images Brandwatch found containing the logo were shared by authors with over 10,000 followers. However, LV isn’t the only brand using influencers to promote product - as eight other brands gather more influencer shares than this.

  1. Sports, tech and entertainment are the most visible industries - by a long way

Though Instagram often lauds the use of its channel for food and beauty, across the net is a different story. Sports apparel leads the way, with an average of 3.02m images per brand per month, followed by technology (1.06m images per brand per month) and entertainment (just under 800k images per brand per month). As we make our way further down the top ten industries from this point, however, the average number of images per brand per month almost halves, to 417k for retail.

It’s likely that sports apparel does so well through the use and implementation of sponsorship across such a wide array of sportspeople - many of whom are extremely socially savvy, and are paid more to appear in certain outfits, raising the profile of sportswear so much higher than every other industry. But it’s also likely that they’d be carrying a phone, either with an Apple or Google logo on it too…

  1. Gender splits show a completely different story

When overviewing which images were shared by gender, males were more likely to share tech, F&B and banking images (Dell, Carlsberg and Standard Chartered were highest on the list), whereas female users were sharing fashion and wellness - with Burberry, Boots and Primark topping the charts.

It’s likely to be indicative of the marketing that each individual brand uses to target certain genders, which then increases conversation; Burberry may use a diverse range of genders, ages and races across their marketing, but females are more likely to share this content than males - who are targeted specifically through advertising and marketing that the likes of Carlsberg creates.

  1. ROI in football sponsorship is where brand visibility peaks

Perhaps the most interesting part of the report focuses on the three largest sponsors of football - Adidas, Nike and Puma - to showcase which particular sponsorship generates the best ROI.

The shrewdest move in this market has come from Puma, who sponsor 2015-16 Premier League champions Leicester. As a much smaller club than others, the annual spend on Leicester is £1m - which, for an average of 1.47m images per year, generates a spend per image of £0.68. The second best ROI on the list - also from Puma - is with Arsenal. An investment of £34m(!) across 14.78m images sees a ROI of £2.30, almost four times the price of Leicester.

So this just goes to show - always invest in the underdog, particularly in the Premier League.

Overall, the Brand Visibility Report is a riveting read - and a great analysis of how important it is to showcase your brand in as much imagery across the web as possible - but not without help from influencers, emerging markets, and ensuring your logo is in the right place at the right time. If you fancy doing some further reading, you can download it in full here.

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