It doesn’t take a veteran social media manager to understand that social media has taken off big-time across the world; and that’s why brands and advertisers are scrambling to follow what the word on the virtual-social street is about their product. And they’ve just been given a significant helping hand in that quest, courtesy of New York social analytics startup PopTip, and its new offering, Zipline for Instagram.
Launched in summer 2012, PopTip’s polling analytics platform began by letting brands ask social media users questions like “do you wear #sneakers or #shoes?” The “#” gives it away: PopTip’s service was originally only available on Twitter. Brands would see a dashboard giving real-time conversations and answers in response to the questions they’d posed. Respondents didn’t even need to use a hashtag or spell properly – PopTip’s technology tracks natural language in real-time.
By March 2013, the service was available on Facebook too, giving brands a broader window on their following over multiple platforms. In October last year, PopTip launched Zipline, an offering that removes the need for polling. Brands don’t need to formulate questions on Zipline; they just select the words and phrases they’d like to track, sit back and watch naturally-occurring social conversations involving those terms play out before their eyes.
From polling to naturalistic following
And now there’s Zipline for Instagram. Launched in February 2014, it allows brands to track conversations across all three of the major social media networks.
Social media managers wondering what difference this makes need only listen to what co-founder Kelsey Falter has revealed about the new offering. Talking to TechCrunch journalist Jordan Crook, he said:
“We saw some really interesting patterns regarding the relationship between browsing on Instagram and purchasing power, so we wanted to get on Instagram to track the conversation. We have analysis going on Twitter and Instagram for Nike right now, and it turns out that there is 4x the volume of Nike mentions on Instagram than on Twitter, and that’s powerful information for Nike to have.”
You don’t need to be a genius to work out that this kind of network-by-network comparison is pretty hot information for a brand.
PopTip’s 30-plus roster of customers includes Budweiser, ESPN, L’Oreal, NBA, NFL and Yoplait, and it’s so far raised a cool $2.5 million in angel funding.