"In fact, as much as 91% of global internet traffic is estimated to be video content, but most of that content remains untagged and is not traceable, meaning brands have no idea where their products really show up or how far the culture around them spreads. Add to this the fact that video content leads to 12 times more shares than images, and you can see why this is a problem that is set to continue."
"For twenty years, our mental model of "search" has been simple: pages, links and keywords. Google crawled the open web, we optimised titles and meta descriptions, and SEO teams agonised over the order of three‑word phrases. Then social arrived and discovery shifted to follows, feeds and hashtags. But our tools stayed text‑centric: social listening dashboards trawled through mentions, tags and comments, giving us word clouds and sentiment charts."
"Short‑form video blew that model up. TikTok, Reels and Shorts turned the feed into a whirlwind of motion, sound and aesthetics; but most of that content sits inside proprietary recommendation algorithms, not on the open, searchable web. Social listening tools "watch" none of it; they read captions and metadata and hope that creators remembered to tag the brand."
Video now dominates global internet traffic, with as much as 91% estimated to be video content and millions of daily uploads featuring luxury products, fashion moments and beauty rituals. Most video remains untagged and untraceable, leaving brands unaware of where products appear and how culture spreads. Traditional search and social listening remain text-centric, optimized for pages, links and keywords, relying on captions, tags and comments. Short-form platforms host content inside proprietary recommendation algorithms, preventing conventional tools from "watching" visuals. Emerging AI-powered video search can index and surface visual product appearances, closing measurement gaps and enabling accurate discovery and attribution.
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