Learning Visual Elements of Images for Discovery of Brand Posts

Abstract

Online Social Network Sites have become a primary platform for brands and organizations to engage their audience by sharing image and video posts on their timelines. Different from traditional advertising, these posts are not restricted to the products or logo but include visual elements that express more in general the values and attributes of the brand, called brand associations. Since marketers are increasingly spending time in discovering and re-posting user generated posts that reflect the brand attributes, there is an increasing demand for such discovery systems. The goal of these systems is to assist brand experts in filtering through online collections of new user media to discover actionable posts, which match the brand value and have the potential to engage the consumers. Driven by this real-life application, we define and formulate a new task of content discovery for brands and propose a framework that learns to rank posts for brands from their historical timeline. We design a Personalized Content Discovery (PCD) framework to address the three challenges of high inter-brand similarity, sparsity of brand - post interactions, and diversification of timeline. To learn fine-grained brand representation and to generate explanations for the ranking, we automatically learn visual elements of posts from the timeline of brands and from a set of brand attributes in the domain of marketing. To test our framework we use two large-scale Instagram datasets that contain a total of more than 1.5 million image and video posts from the historical timeline of hundreds of brands from multiple verticals such as food and fashion. Extensive experiments indicate that our model can effectively learn fine-grained brand representations and outperform the closest state-of-the-art solutions. © 2020 ACM.