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Twitter Commerce is Coming, with its Various Shopping Experiments Closing in on the Next Stage

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twitter commerce is coming with its various shopping experiments closing in on the next stage

Will people be open to shopping via tweet?

We’re soon set to find out, with Twitter developing a range of new shopping tools that’ll eventually provide direct, in-stream product listings, tied to business profiles in the app, which will enable Twitter users to both save product listings and make purchases, direct from tweeted content in the app.

The latest advance on this front comes in the arrival of a new ‘Purchases’ tab in user profiles, which is currently tied into the launch of its Super Follows option, and displaying any subscriptions and/or digital tickets bought in the app.

But it also points to further potential for listing product purchases, linked back to Twitter’s broader eCommerce experiments.

Twitter 'Purchases' tab

As you can see in this example, posted by user Chris Floyd (and shared by Matt Navarra), some users are now seeing the new ‘Purchases’ tab appear in their Twitter functions listing. When tapped, it shows a record of any subscriptions or ticketed Spaces that you’ve paid for in the app, providing a record of your purchased digital items, in line with Twitter expanding monetization offerings.

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

Twitter’s product listings are currently being developed on several fronts – first, there’s the new product display panels for Professional Profiles, which Twitter is currently testing with a small pool of businesses in the US.

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Twitter Professional Profiles example

As you can see in these mock-ups shared by Twitter, Professional Profiles will have a new, customizable panel display, above the tweet feed, where brands will be able to show either additional business information, an App Store listing, an image gallery, or a set of products in a Shop carousel (note also the ‘Shop All’ CTA above the main image feed).

Twitter launched live testing of its new Shop module back in July, which enables users to:

“…scroll through the carousel of products and tap through on a single product to learn more and purchase — seamlessly in an in-app browser, without having to leave Twitter

Twitter Shop Module

In addition, Twitter’s also testing in-tweet product displays, providing another way to drive direct response from your tweet activity.

Twitter in-tweet product display

These updates, in addition to its new ‘Purchases’ section, point to the next stage of commerce on the platform, which will take some time to develop, but are, indeed, well underway, with all aspects now in live deployment, in at least some capacity, pointing to a larger announcement coming soon.

But while Twitter working to accelerate its product innovation, its transition into eCommerce will take time. Ideally, you would assume that Twitter would want to get these new options released ahead of the upcoming holiday shopping rush, but with only 112 days till Christmas, that seems increasingly unlikely, especially as it concurrently tests Super Follows, Twitter Blue, ticketed Spaces and its other payment options.

But it is coming. Again, you can see from these various tests that the foundations for tweet commerce are being set, and pretty soon, you will indeed be able to shop via tweet, providing another way for brands to generate more exposure for their products, and for Twitter users to shop immediately from a product announcement or sale tweet.

Which will be a big step – but given the rising interest in online shopping more broadly, it makes sense for Twitter to work to align with that shift.

Amid the COVID lockdowns, eCommerce has seen a huge rise, with Americans now on track to spend a record $1 trillion online in 2022. The digital shopping shift has accelerated a longer-term trend in moving towards the convenience of online buying, and as a result, almost all platforms are now looking at how they can integrate direct shopping options into their apps and tools, and meet consumers where they’re increasingly looking to spend.

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

It stands to reason, then, that being able to make a purchase based on such announcements would be the logical extension, and with Twitter keen to explore more ways to maximize its monetization and usage potential, it makes sense for it to take the next steps with this experiment.

It’s not there yet, but it is coming, which could be another key element to factor into your tweet planning moving forward.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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