The power of social media is hard to deny. People from all over the world communicate with each other via social media websites, apps, etc. Such platforms represent an avenue through which brands can engage customers in a meaningful conversation by receiving feedback on their products and services, answering clients' queries and asking their own questions, informing customers about discounts, and more. In short, companies use social media to "feel the pulse" of the audience. Twitter, Instagram, and Facebook (News - Alert) are some of the most popular platforms that companies choose to build their online presence.
The competition between businesses is high, and organizations do their utmost to outrun the rivals. Some of them use the information squeezed from social media in their marketing strategies. It means that companies utilize not only the information that can be found on group pages they manage, but also the data obtained from social media platforms with the help of technology solutions.
The Importance of Video Content
Still, some important websites are neglected when it comes to the extraction of valuable information. Organizations do not take into account one essential fact: videos uploaded by users do have an impact on businesses. And millions of U.S. dollars lost by United Airlines following a single video complaint illustrate this influence.
Today, people tend to upload their video reviews of different products and services to such websites as ExpoTV and YouTube (News - Alert). The latter is the best example of websites that often get too little attention from marketers and researchers given difficulties associated with the analysis of video content.
However, marketers do not consider the statistics: YouTube has over a billion users who spend hundreds of millions of hours watching videos. Besides, every minute, users upload 300 hours of video to YouTube. Videos can give more important information to researchers than text-based websites like Twitter (News - Alert). As it is impossible to search for all the relevant videos manually, companies will have to address a software development company to get a tool able to extract the data they need from YouTube videos. But it is worth the trouble.
Video reviews convey opinions of their authors, and these opinions can be added to the knowledge base with the help of voice recognition tools that are widely available on the Internet. Following that, researchers can use natural language processing (NLP) tools (e.g. Sentiment Analyzer) to analyze the sentiment of the textual data and to extract some valuable details. For instance, bloggers may mention some features that they dislike in a particular product, and researchers can take these features into account while working on its improvement.
Why YouTube Videos are Relevant
YouTube videos can play an important role in opinion mining. People use their voices to express different emotions, and the analysis of vocal modulations can help researchers gain a better understanding of the speaker's opinion. Some scientists (e.g., D. Datcu) work on automating emotion recognition techniques. Experts use specific speech characteristics to indicate emotions of a speaker: duration, pitch, intensity, etc.
Facial expressions should be analyzed, too. There are universal emotions (surprise, anger, sadness, etc.) that can give facial recognition software developers sufficient clues for detecting emotions. Given the fact that there is, as a rule, only one person who conducts video reviews, and this person looks at the camera most of the time, it is easy to make use of face recognition software that is able to read facial expressions. nViso and FaceReader are examples of such emotion recognition solutions.
The Role of Comments
Videos are not the only source of data that marketers can utilize. Comments are also crucial; popular videos attract hundreds (and sometimes thousands) of comments on a daily basis. These comments may also comprise some relevant information about products or services discussed in the review. Comments may be reviews themselves. Therefore, it is evident that marketers can benefit from making use of the data extracted from comments.
Uses of Information from YouTube
If there are still some doubts about the usage of the information obtained from YouTube videos and comments, the list of applications found below will make you forget about them.
Issues to Consider
Yet, there are some issues that developers of these IT solutions should address.
Nowadays people actively express themselves online, and social media platforms are their beloved destination. The user-generated content represents a fertile research field, as businesses can relish the advantages data squeezed from it can give to businesses.
Many researchers focus on the analysis of textual information, while the analysis of videos (and product reviews in particular) remains untapped. Organizations that deploy information extracted from videos and comments left by users have a good chance of outrunning their competitors. Such analytics tools can also be integrated with custom e-commerce solutions to give marketers unrestricted access to new data.
About the Author
Tatsiana Levdikova is an IT/Tech Journalist at EffectiveSoft, a custom software company that unites 250+ experts.
Edited by Alicia Young