Signoi Automates Analysis of TikTok and Other Videos

UK-based insight and foresight platform Signoi has expanded its analytics toolkit to include automated video analysis, with a specific focus on TikTok.

Founded in 2018 by a team which includes Truth Consulting founder Andy Dexter and long-time software and data science industry exec Andrew Jeavons, Signoi's platform helps to 'decode' unstructured data and understand both its implicit and explicit meaning. Late last year, the firm unveiled a new service analysing videos from any source, with the use of higher-order semiotic frameworks to 'pinpoint significant shifts in motifs within a video'.

With its new automated video analysis feature, Signoi has included several types of sources - from short 30-second online promos to YouTube clips, through to understanding the profile and effectiveness of long-form TV adverts. For TikTok, the service will provide clients with a 'fast and reliable way' to decode what's happening in terms of visual language and how it may or may not speak to a brand.

By sampling frames sequentially at 0.5 second intervals, Signoi says it can extract an AI narrative analysis of the whole video. This enables an understanding of more about a brand or category, and helps find which semiotic codes are working best. Dexter says that analysis of TikTok provides a 'powerful lens' into the visual language of specific sectors, and helps understand what implicit needs are represented by the videos people post. It also helps brands measure what they are transmitting, and what it is likely to mean to the recipients; and to compare, contrast and act on the visual DNA of any and all brands within their category.

Dexter adds: 'We've already deployed this for one of our clients looking at emerging food trends, and our analysis clearly identified and profiled groups of videos in an intuitively thematic way, with those clusters representing distinct archetypal trend expressions. That has sparked a lot of interest. Overall, we've found TikTok is a unique resource, and therefore represents a challenge and an opportunity all of its own'.

Web site: www.signoi.com .