{"id":109217,"date":"2023-10-31T13:07:22","date_gmt":"2023-10-31T13:07:22","guid":{"rendered":"https:\/\/www.marketingtechnews.net\/?p=109217"},"modified":"2025-08-05T13:00:23","modified_gmt":"2025-08-05T12:00:23","slug":"why-social-listening-platforms-cant-listen-and-how-socialvoice-is-looking-to-step-in","status":"publish","type":"post","link":"https:\/\/www.marketingtechnews.net\/news\/why-social-listening-platforms-cant-listen-and-how-socialvoice-is-looking-to-step-in\/","title":{"rendered":"Why social listening platforms can&#8217;t listen &#8211; and how SocialVoice is looking to step in"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The market opportunity for brands who get influencer marketing right is huge.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to Goldman Sachs, the <a href=\"https:\/\/www.goldmansachs.com\/intelligence\/pages\/the-creator-economy-could-approach-half-a-trillion-dollars-by-2027.html\">creator economy is worth around $250 billion<\/a> (\u00a3205.4bn) today. By 2027, it could hit $480bn (\u00a3394.5bn), in line with predicted growth for global digital advertising spend. In line with this trend is an increasing preference for brands to use nano- and micro-influencers in their campaigns. The <a href=\"https:\/\/influencermarketinghub.com\/influencer-marketing-benchmark-report\/#toc-0\">State of Influencer Marketing 2023 Report<\/a> puts this at 39% and 30% respectively. With the rise of trends such as <a href=\"https:\/\/thefintechtimes.com\/tiktok-uk-financial-brands-fintok\/\">FinTok<\/a> and others front and centre, no longer is there a subject which cannot be touched by an influencer; someone passionate, authentic and knowledgeable enough to earn consumer trust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Getting the right influencers, in terms of what they say, how they say it and how many people they say it to, is therefore vital. Indeed, an entire martech sector has mushroomed in the form of social listening. Yet Nicholas Greig, chief revenue officer at SocialVoice, has a problem with the term.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cSocial listening platforms can\u2019t listen,\u201d explains Greig. \u201cAll they can do is scan the metadata.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While social listening tools can look at hashtags and comments, crunch engagement rates, and look at the sentiment of the written word, SocialVoice believes there is no tool currently on the market which can get \u2018inside\u2019 a video and analyse the voice. Until now.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The aim of SocialVoice is to enable analysis of an influencer\u2019s past activity, through every frame of every video on every platform. Tone of voice can be analysed, beyond the written word, to assuage fears around brand safety as well as brand fit. This can go from the usual sentiment analysis to understanding personal versus corporate tone, to extrovert versus introvert, to liberal versus conservative. \u201cBecause we\u2019re moving to nano- and micro-influencers, we\u2019re not bringing them in for shoots anymore, so we\u2019re relying on the quality of their recording,\u201d explains Greig.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From a technology standpoint, it will not be a surprise that AI is at the heart of the solution, with three primary facets; deep analysis using machine learning tools, statistical approaches to identify pattern correlation across time-based events, and processing at speed. Almost two thirds of those polled in the State of Influencer Marketing report (63%) plan to use AI in executing their influencer campaigns, with two thirds of those brands using it for influencer identification.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What this looks like in terms of product is the <a href=\"https:\/\/www.socialvoice.ai\/report\">Influencer Integrity Report<\/a>, the first go-to-market effort from SocialVoice. The analysis of time-based events and processing at speed is combined so brand managers can input the influencer link and then get a report soon afterwards backed up by industry standards \u2013 toxic and profane content is based on GARM (Global Alliance for Responsible Media) metrics \u2013 and headlined by an overall trust score (left).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the example <em>MarketingTech<\/em> saw, regarding a well-known influencer in the skincare industry, a specific brand appeared 273 times based on hashtag and written word analysis. For video scripts, the brand appeared 3648 times (right). Tone of voice noted variance between neutral and joyful.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"600\" src=\"https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-1024x600.png\" alt=\"\" class=\"wp-image-109221\" srcset=\"https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-1024x600.png 1024w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-300x176.png 300w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-768x450.png 768w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-1536x900.png 1536w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-2048x1200.png 2048w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-341x200.png 341w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-380x223.png 380w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-350x205.png 350w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-100x59.png 100w, https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2023\/10\/socialvoice_screenshots-60x35.png 60w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Greig believes this will solve a fundamental industry problem. \u201cWe realised that there were some very big problems in the world of influencer marketing that, despite its growth, were affecting uptake from industry sectors such as banking, or from industry sectors where compliance and conservatism was more prevalent,\u201d says Greig.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThese problems come around the fact that not a single influencer discovery platform in the world can be trusted to do proper vetting, or background checking, of the influencer,\u201d adds Greig. \u201cChecking influencers takes hours, and they can\u2019t go back and check everything that an influencer has ever said \u2013 so they cut corners, they look at a random sample of videos, and then they go into a campaign [with a] lack of trust in whether the influencer has any hidden surprises in their background.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While it remains early days, Greig notes that the trust score is the key element for customers on board thus far. The company has trademarked the term \u2018trust my voice\u2019 in anticipation not just of this, but for future cases beyond the brand and agency side. \u201cOne of the ways where we see this going forward is that influencers themselves on their profile will have a \u2018trust my voice\u2019 link,\u201d offers Greig. \u201cThey\u2019ll have that from a software as a service perspective.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SocialVoice is exhibiting at the upcoming <a href=\"https:\/\/digitalmarketing-conference.com\/europe\/\">DMWF Europe<\/a> event, on 21-22 November in Amsterdam, with something a little more enticing than usual. Those who visit the stand will have the ability to have one free check of an influencer of their choice \u2013 so the company has a strong bet on their value proposition.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI think it will shock people as to just how limited the information is they have to make right decisions, and just how open they are to problems,\u201d says Greig.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe are still very much in a concept [phase],\u201d he adds. \u201cIt\u2019s going to be very difficult for anyone to compete against us. It\u2019s not just the AI ability, it\u2019s the scale of what it is that we\u2019re doing; it\u2019s the ability to do it at speed and do thousands of influencers at the same time.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Insert picture credit: SocialVoice<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>Interested in hearing leading global brands discuss subjects like this in person?<\/strong>&nbsp;<strong>Find out more about&nbsp;<a href=\"http:\/\/www.digitalmarketing-conference.com\/\">Digital Marketing World Forum (#DMWF)<\/a>&nbsp;Europe, London, North America, and Singapore.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The market opportunity for brands who get influencer marketing right is huge. According to Goldman Sachs, the creator economy is worth around $250 billion (\u00a3205.4bn) today. By 2027, it could hit $480bn (\u00a3394.5bn), in line with predicted growth for global digital advertising spend. In line with this trend is an increasing preference for brands to [&hellip;]<\/p>\n","protected":false},"author":399,"featured_media":74323,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2427,2434,2459,2462,1],"tags":[],"ppma_author":[599],"class_list":["post-109217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","category-feedback-sentiment-analysis","category-influencer-campaigns","category-social-listening-engagement","category-social-media-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why social listening platforms can&#039;t listen - and how SocialVoice is looking to step in - Marketing Tech News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketingtechnews.net\/news\/why-social-listening-platforms-cant-listen-and-how-socialvoice-is-looking-to-step-in\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why social listening platforms can&#039;t listen - and how SocialVoice is looking to step in\" \/>\n<meta property=\"og:description\" content=\"The market opportunity for brands who get influencer marketing right is huge. According to Goldman Sachs, the creator economy is worth around $250 billion (\u00a3205.4bn) today. By 2027, it could hit $480bn (\u00a3394.5bn), in line with predicted growth for global digital advertising spend. In line with this trend is an increasing preference for brands to [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketingtechnews.net\/news\/why-social-listening-platforms-cant-listen-and-how-socialvoice-is-looking-to-step-in\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Tech News\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pages\/MT\/159482230773135\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-31T13:07:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-05T12:00:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.marketingtechnews.net\/wp-content\/uploads\/2020\/03\/asian-fashion-female-blogger-online-influencer-holding-shopping-bags-picture-id1148298167.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"James Bourne\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@James_T_Bourne\" \/>\n<meta name=\"twitter:site\" content=\"@MarketTechNews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"James Bourne\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketingtechnews.net\\\/news\\\/why-social-listening-platforms-cant-listen-and-how-socialvoice-is-looking-to-step-in\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketingtechnews.net\\\/news\\\/why-social-listening-platforms-cant-listen-and-how-socialvoice-is-looking-to-step-in\\\/\"},\"author\":{\"name\":\"James Bourne\",\"@id\":\"https:\\\/\\\/www.marketingtechnews.net\\\/#\\\/schema\\\/person\\\/dee40c976429d08fc725d35e7944f062\"},\"headline\":\"Why social listening platforms can&#8217;t listen &#8211; 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