In this paper, we report a work consisting in using deep convolutional neural networks (CNNs) for curating and filtering photos posted by social media users (Instagram and Twitter). The final goal is to facilitate searching and discovering user-generated content (UGC) with potential value for digital marketing tasks. The images are captured in real time and automatically annotated with multiple CNNs. Some of the CNNs perform generic object recognition tasks while others perform what we call

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... al brand identity recognition. We report experiments with 5 real brands in which more than 1 million real images were analyzed. In order to speed-up the training of custom CNNs we applied a transfer learning strategy.