MARKETING

Twitter Commerce is coming, and its various buying experiments are approaching the next stage


Will people be open to shopping via tweets?

We’ll find out soon, and Twitter has developed a series of new shopping tools that will eventually enable direct, in-product product ads, linked to in-app business profiles, allowing Twitter users to save product lists and shop, directly from in-app tweets. .

The latest advancement in this regard comes with the arrival of a new “Purchases” tab in user profiles, which is currently tied to the launch of the Super Follows option and displays all subscriptions and / or digital maps purchased in the app.

But it also points to further potential for inducing product purchases, linked to Twitter’s broader e-commerce experiments.

As you can see in this example, posted by the user Chris Floyd (and shares Matt Navarra), some users now see a new “Purchases” tab that appears in their list of features on Twitter. When tapped, it displays a record of all subscriptions or ticket venues you paid for in the app, providing a record of your purchased digital items, in line with Twitter expanding the monetization offer.

But it will also be a place where Twitter will list products purchased through the app, which is not yet an option, but it is coming, as Twitter stated in its presentation on Analyst Day in February.

Twitter product ads are currently evolving on several fronts – first, there are new product display panels for professional profiles, with which Twitter is currently testing a small set of companies in the United States.

Example of Twitter professional profiles

As you can see in these Twitter-shared layouts, Professional Profiles will have a new, customizable screen on the board, above the tweet feed, where brands will be able to display any additional business information, an App Store entry, an image gallery, or a set of products in the Shop carousel (also note the CTA ‘Shop All’ above the main image source).

Twitter launched testing of its new Shop live module in July, allowing users to:

“…scroll through the rotating product selection and tap one product to learn more and buy — seamlessly in the browser within the app, without leaving Twitter

Twitter Shop module

In addition, Twitter also tests product views in a tweet, providing another way to encourage a direct response to your tweet activity.

Twitter in-tweet product display

These updates, in addition to the new section “Purchases”, indicate the next phase of trading on the platform, which will take some time to develop, but is really ongoing, with all aspects that are now in active implementation, in at least some capacity, which indicates larger announcements coming soon.

But while Twitter is working to accelerate the innovation of its products, the transition to e-commerce will take time. Ideally, you’d assume Twitter would like to announce these new options ahead of an upcoming holiday rush, but with only 112 days until Christmas, that seems less likely, especially since it’s simultaneously testing Super Follows, Twitter Blue, Spaces and other payment options .

But it’s coming. Again, from these different tests you can see that the foundations are being laid for the tweet store, and soon you will really be able to shop via tweet, providing another way for brands to generate more exposure for their products and for Twitter users to buy right away by announcement product or sales tweet.

It will be a big step – but given the growing interest in online shopping in a broader sense, it makes sense for Twitter to work to align with that change.

Amid the blockade of COVID, e-commerce has experienced a large increase, with Americans are now on track to spend a record $ 1 trillion online in 2022. The change in digital shopping has accelerated the long-term trend of moving to the convenience of online shopping, and as a result almost all platforms are now looking to integrate directing shopping opportunities into their applications and tools and meet consumers where they increasingly want to spend.

Will it work specifically for Twitter? It is impossible to say, but previous research has shown that 74% of Twitter users follow the brands in the app to keep up to date with the latest product news and changes.

It is therefore logical that the possibility of purchasing based on such announcements would be a logical extension, and given that Twitter wants to explore more ways to maximize its potential for monetization and use, it makes sense to take the next steps with this experiment.

It’s not there yet, but it’s coming, which could be another key element that will influence your tweeting planning.





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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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