The Risks of Image Harvesting
Recently the online retailing industry took some heat over the practice of harvesting images from social media. The New York Times highlighted some especially egregious cases in which retail brands re-published Instagram photos of children against the expectations of their parents.
A variety of experts chimed in with conflicting advice. Does using a brand’s hashtag in a photo caption count as giving consent for the brand to post the picture? The article portrays an industry still figuring out where the lines are, with best practices still unsettled.
What’s clear is that “image harvesting” is developing a risky reputation. When retailers pull pictures off social media and place them in a merchandising context, such as a product page or a gallery on a brand’s website, customers sometimes feel blindsided. Doing it right means getting each customer’s permission individually, and making sure customers understand what they’re consenting to.
That all adds up to a high-effort process. Retailers win when customers share pictures of products they love, but shouldn’t there be a better way to get them?
Enter Visual Reviews
TurnTo is leading the way in a new product that offers a clear-cut path to collect customer images that’s beneficial to both the customer and the retailer. Rather than pulling images from customers’ personal social media feeds, Visual Reviews gives the customers a way to submit product photos and videos directly to the store where they bought the item or to the brand that manufactured it.
TurnTo Visual Reviews adds a rich layer of visual information to fashion, beauty, and home brands, where a picture can say more than a written review ever could. It also works well for hobby and craft retailers, where buyers are eager to share things they’ve made with the products they’ve bought. Whatever the category, it provides a worry-free source of great content for TurnTo clients.