Brand selfies: How brands have the strongest impact on social media

16/12/2024

50 million brand images are uploaded on social media each day. But not all brand images are created equal: There are Packshots, Consumer Selfies and Brand Selfies – but which of these work best? That’s what Christina Schamp from WU’s Institute for Digital Marketing & Behavioral Insights tried to find out in her research.

Christina Schamp from the WU Institute for Digital Marketing & Behavioral Insights investigated this question. The results showed that packshots (i.e. images of the products alone) are the most widespread. However, consumer selfies (i.e. selfies of consumers together with the product) receive more likes and comments. The most effective variant, however, is the brand selfie, in which consumers associate a brand with their personal experiences. 

What can we learn from this? This is briefly explained in our “One Minute, One Paper” video series:

Video Brand Selfies - One Minute, One Paper - WU Vienna

Brand Selfies - One Minute, One…

Upon activation, some data may be transmitted to third parties (YouTube). For further information, please see our Data Protection Statement.

[Translate to English:] Portraitfoto von Christina Schamp

About the researcher

Christina Schamp heads the WU Institute for Digital Marketing & Behavioral Insights. In her research, she focuses on ethical consumer behavior and the behavior of consumers in social media. 

Back to overview