Every day, 130 million photos - a good portion promoting particular brands - are shared on Tumblr. But this virtually means nothing to a business unless it has access to visual analytics.
That's where local tech company Curalate comes into play.
'A core part of the Tumblr experience involves communicating visually. In fact, a large percentage of Tumblr posts are images with no text or hashtags, making them previously invisible to brands,' CEO Apu Gupta said in a statement. 'By applying our unique image processing technology to Tumblr, we are making the invisible, visible and opening the door for brands to better understand and engage current and potential customers.'
Curalate, an ever-growing Philadelphia startup, helps companies use visual analytics to 'identify trends, track visual conversations and engage consumers' through Pinterest, Instagram, Facebook and now Tumblr, a blogging platform.
Now companies like Design Within Reach, Urban Outfitters and Under Armour, three of Curalate's 400-plus clients, will know when photos of their products are being shared on Tumblr.
And, better yet, once Curalate helps a business identify who is sharing their brand, how it's being shared and when it's being shared, they can use that information to improve marketing plans.
'Curalate consumes the entire Tumblr firehose,' Gupta said. That means it can see every post made on Tumblr daily. This allows Curalate to count how many photos are being shared both by a certain brand and by consumers on Tumblr.
'We know Tumblr is a popular social platform for design fans, as validated by the data Curalate provides,' Lauren Guerrieri, social media manager of Design Within Reach, said. 'Now, we can see which products our customers are passionate about and which types of design are trending at any given time.'
Lauren Hertzler covers technology, education and venture capital.
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