Your Brand Reputation Isn’t Shaped on Twitter (X) - Part 2

In Part 1: The Future of Social Media Monitoring – Why Pendulum Intelligence is a Game Changer, we explored how relying solely on Twitter (X) for brand monitoring leaves critical gaps in understanding your brand’s true impact. With consumers engaging more on video, audio, and image-driven platforms like YouTube, TikTok, and Instagram, brands need a more comprehensive approach to tracking their online presence.

Now, in Part 2, we dive deeper into why traditional monitoring methods fail to capture the full conversation. To truly understand how your brand is discussed, it’s essential to analyze video transcripts, image content, and audio.

Breaking Down Why Next Level Social Intelligence is Critical for Staying Ahead in Business

If you’re measuring your brand’s impact based on Twitter (X) mentions alone, you’re missing the bigger picture. While the platform plays a role in online conversations, a Pew-based social media fact sheet shows that consumers are engaging far more with video, audio, and image-driven platforms. Not only do people spend significantly more time on TikTok, YouTube, and Instagram, but they also are exposed to significantly more mentions and discussions of your brand—shaping its reputation in ways you might not be tracking.

At Pendulum, we recently conducted a study analyzing brand impressions across major social platforms, and the results were clear: the average Fortune 500 consumer brand receives over four times as many impressions on TikTok, YouTube, and Instagram combined as on Twitter (X).

Study Insights: How Visual Media Outperform Text Based Brand Impressions

To better understand the landscape, we randomly selected 20 consumer-focused Fortune 500 companies and used our proprietary data lake to track brand mentions across platforms. We applied a standardized Boolean keyword approach across Twitter (X), TikTok, YouTube, and Instagram to measure brand exposure.

Here’s what we found:

• Brand mentions on TikTok, YouTube, and Instagram averaged 2.3 billion impressions per week.
  
• In contrast, Twitter (X) accounted for just 600 million impressions per week.
  
• Our study relied on complete Boolean keyword matches for Twitter (X), but did not leverage our proprietary brand mention discovery technology for all brands across TikTok, YouTube, and Instagram—meaning the actual disparity is likely even greater.

The Takeaway: Brands Must Monitor Video, Audio, and Image-Based Social Media Platforms

If your brand strategy prioritizes Twitter (X) over visual-first platforms, it’s time for a shift. Consumers are engaging heavily with content on TikTok, YouTube, and Instagram, shaping your brand narrative in ways that may not be reflected in traditional social listening.

At Pendulum we specialize in uncovering where and how your brand is being discussed—giving you the full picture of brand perception across every major platform.

Gain a Competitive Edge with AI-Driven Brand Monitoring

Understanding that video, audio, and image-driven platforms shape brand perception is only the first step. The real challenge is extracting the right data to make informed decisions. In Part 3: Going Beyond Post Titles, Descriptions, and APIs – How Pendulum Gets the Data That Matters, we’ll explore the limitations of traditional search methods and how Pendulum’s proprietary AI-driven approach uncovers hidden brand mentions across digital platforms.

Want to see how Pendulum can revolutionize your brand monitoring strategy? Request a demo today and gain a competitive edge with real-time, AI-powered insights.

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