Getty Images has launched an application to showcase its images through social media by curating real-time collections of pictures connected to topics that are trending on Twitter.
The technology behind “The Feed,” for which Getty says it has a patent pending, retrieves trending data from Twitter and searches Getty's image database for relevant images. The images then appear on a dedicated website and in topical timelines on Facebook, for example.
On Twitter, the account @FeedMeGetty sends out hourly Tweets of "the biggest thing happening in the world right now." In addition, users can tweet a keyword to the account and it will reply with a related image.
The images pushed through social media contain a watermark, but link to the Getty site for purchase.
The primary motive for creating the tool, built in cooperation with R/GA, was to highlight the company's photos and enable real-time engagement without much labor.
“The Feed is an exciting new innovation for us," said Yvonne Chien, SVP of marketing. "It simplifies and automates the process of posting highly relevant and engaging content on social media. Working with the team at R/GA, we have been able to conceive and get this to market in a few months.”
The company added that the technology may eventually be used by its clients.
"At the moment, the application is not available for customization and use by others externally, however this is something we are currently exploring," a spokesperson said.
This article originally appeared on the website of Campaign Asia-Pacific, the sister publication of PRWeek at Haymarket Media.