Social media keeps getting more visual, and for evidence of that, look no further than Clorox Co.'s Hidden Valley Ranch. One recent Twitter post of a photo that showed chicken wings and French Fries with Hidden Valley Ranch dressing generated 150 million retweets and an ultimate audience of nearly 44 million people, according to Brian Kim, director of product management for ad-tech startup GumGum.
The problem for brands is that much of such visual social-media activity is invisible to them.
"Nearly 60% of all digital impressions are now driven by images," Mr. Kim said in a presentation last month at Innovation Xchange, a program by Cincinnati based Cintrifuse, a venture "fund of funds" that includes money and guidance from Procter & Gamble Co.. The event brought brand marketers and startups together for speed-dating sessions.
"For brand marketers on social media, images can be a big problem," Mr. Kim said. "We found through our studies that nearly 85% of posts that contain a logo contain either no text or no text that's relevant to your brand."