Connect with us

SOCIAL

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

Published

on

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.

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.

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

SOCIAL

Pinterest Focuses on Travel Inspiration and Education for Black History Month

Published

on

Pinterest Focuses on Travel Inspiration and Education for Black History Month

Pinterest is taking a unique approach to Black History Month, with a new ‘Find Your Routes’ Black Travel Hub initiative, which aims to highlight places that have strong connections to Black history, while also showcasing Black-owned businesses.

As explained by Pinterest:

“Find Your Routes” is inspired by The Negro Motorist Green Book aka “The Green Book”. The Green Book was a guidebook for Black travelers during the Jim Crow era that provided a list of accessible hotels, boarding houses, taverns, restaurants, service stations and other establishments throughout the country that served Black Americans patrons.”

The Black Travel Hub, which you can find here, will present a range of travel options, along with their history, with creators from the US, Colombia, Jamaica, Brazil and more, all taking part in presenting their city.

It could be a good way to provide education alongside inspiration in the app, while also helping people to connect, and support highlighted communities.

Pinterest will also be showcasing Black-owned businesses on Pinterest TV, while internally, it’s also hosting a company-wide event ‘to help employees gain knowledge about the history, present, and future of Black travel through the lens of Black Pinployees’.

As noted, it could be a good way to both spark important conversations, and inspire new travel journeys, which include an extra level of cultural understanding and education, along with a leisure break.

It’s an interesting take on the celebration either way, and it’ll be worth noting what sort of reaction the initiative gets, and whether it inspires more travel as a result.

Source link

Continue Reading

SOCIAL

Snap Tumbles On Weak Revenue, Gloomy Outlook

Published

on

Snap Tumbles On Weak Revenue, Gloomy Outlook

Snap shares plunged after missing analyst expectations in Q4, while forecasting a year-over-year revenue decline.

Source link

Continue Reading

SOCIAL

Snapchat Adds 12 Million Users in Q4, Posts Lower Than Expected Revenue Result

Published

on

Snapchat Adds 12 Million Users in Q4, Posts Lower Than Expected Revenue Result

Snapchat added 12 million more active users in Q4 2022, and Snapchat+ subscriptions continue to rise, but company revenue missed market estimates, in another mixed result for the private social app.

First off, on users – as noted, Snap added 12 million more actives, taking it to 375 million DAU.

As you can see, North American user growth is still flat, while European users saw a slight uptick. But it’s the ‘Rest of the World’, specifically India, which is driving Snap growth.

Which is helping to boost the overall usage numbers, and expand opportunity. But on the revenue side, it’s not pushing things forward in a significant way.

Snap Q4 2022

As you can see in this chart, Snapchat’s revenue has increased, but a key problem here is that it’s still reliant on the US and Canada for the majority of that spend, with other markets trailing well behind on the revenue front.

Snap Q4 2022

In this chart, you can see that Snap’s Revenue Per User has actually declined year-on-year – so while it is growing, it’s not bringing in revenue at equivalent scale, and it’s even going backwards in some respects.

Which is why its stagnant growth in North America is a problem – though Snap has also seen take-up of its Snapchat+ subscription service increase.

“In Q4, our subscription service Snapchat+ reached over 2.0 million paying subscribers. Snapchat+ offers exclusive, experimental, and pre-release features, and in Q4 we launched new features such as Custom Story Expiration and Custom Notification Sounds, providing subscribers with over 12 exclusive features.”

That’s a handy additional revenue stream, but as with all social media subscription services (including Twitter Blue), take-up is generally limited, and at 2 million subscribers, that’s still only 0.5% of Snapchat’s active user base that’s been willing to pay extra for these add-on elements.

Snap has also faced challenges in rebuilding its ad business, in the wake of Apple’s iOS 14 update, which has impacted data collection, and Snap CEO Evan Spiegel says they still have some way to go on this yet:

“We continue to face significant headwinds as we look to accelerate revenue growth, and we are making progress driving improved return on investment for advertisers and innovating to deepen the engagement of our community.”

Snap has seen improvement in its commerce integrations, which includes digital items for Bitmoji avatars which Snap is eventually looking to translate into real-world item sales as well. Snap also says that it’s facilitated over than 161 million product trials by over 35 million Snapchatters for Walmart, leveraging its Catalog-Powered Shopping Lenses at-scale.

Snapchat AR shopping

Those point to bigger opportunities, but right now, amid the broader economic downturn, and restrictions on data collection and targeting, Snapchat is in a tough spot, and will be for some time yet.

Essentially, then, you’re banking on Snap’s future, and its advanced tools that could help it better align with expanded AR and VR use. And Snap is seemingly in a good position on this front – though again, the impacts of the last year, which also forced Snap into lay-offs, will also have some effect.

Really, then, the results here are relative to your perspective.

For advertisers, more Snap users means more potential reach – but most of Snap’s growth is coming from outside the US. More advanced AR activations could become a bigger deal in future, but it depends on how you’re looking to connect, and product fit.

Investors won’t be overly happy with the numbers, but there are positive signs on the horizon. It’s just that the horizon, in this respect, remains well in the distance at this stage.

Source link

Continue Reading

Trending

en_USEnglish