Analysing Instagram: Visual Semiotics at Scale

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Instagram is a critical part of many brand marketing strategies, the transition from text to image based social media by significant demographic segments mean that the ability to analyse Instagram content is a necessity.

Given the volume of images generated in Instagram, in excess of 95 million per day, effective analysis of these images by “hand” is very difficult if not impossible.

The session presents a case study of the brand projections on Instagram of soft drinks brands. It highlights the use of automated visual semiotic analysis leveraged by machine learning concepts and the use of automated archetype analysis.


Andy Dexter

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