In a bid to retain big brands amidst growing concerns about privacy and data safety as well as a challenge from Twitter and their vaunted “firehose” of tweets, Facebook has tapped into its formidable data-collection operation to offer a marketing program of unprecedented scale to the world’s largest corporations.
The program, called Grapevine, allows brands and their marketing teams to access specific and hyper-specialized information about consumer sentiment, data gathered from Facebook’s user base of approximately 1.3 billion that could very well tip the balance in a face-off with a competitor. The analysis, according to well-placed industry insiders, is “qualitative, not just quantitative”, enabling a shampoo company to tailor ads based on posts about frizzy hair or a gaming company to hear opinions about their latest release that they otherwise might not be privy to. In the words of a source familiar with Grapevine, “It tells them what people actually are saying and thinking.”
Grapevine is only available to a select number of well-heeled brands in the world right now; an industry source claimed that the bigger a marketing team’s payroll, the higher the chance they would be invited to participate in Grapevine. “The advertisers spending in the millions on campaigns or a half-million dollars for one ad, that’s who has access.”