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Twitter Launches Live Test of New Profile Shops to Display Products In-App

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Twitter Launches Live Test of New Profile Shops to Display Products In-App

As is the case with every social platform, Twitter is gradually developing its approach to eCommerce, and the integration of product listings into the app. It’s already tested a Shop module for Professional profiles, as well as product displays in individual tweets.

And now, Twitter’s taking the next step, with a live test of ‘Twitter Shops’ now underway with selected merchants.

As you can see in these images, the new Twitter Shops option provides a large ‘View Shop’ CTA button on business profiles, which users can tap on to view all the products that a business has listed for purchase via the app.

As explained by Twitter:

With Twitter Shops, merchants can handpick a collection of up to 50 products to showcase to shoppers on Twitter. The feature, which is free to use, gives people the chance to view products from the profiles of their favorite brands, so when you talk about and discover products on the timeline, you can now browse them on Twitter, too.”

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The most significant upgrade here is the capacity to showcase 50 products – with the Shop Module, businesses are limited to five products on display. Now, brands will have a lot more scope to share their offerings in the app, with users connected through to the merchant’s website to make a purchase when they click through on a Twitter Shop item.

As noted, Twitter’s tested out several variations along similar lines of late – while it actually also tested almost the exact same format back in 2015 with its ‘Product and Place Collections‘ which enabled some users to promote products in a dedicated profile section.

Twitter Product and Place Collections

It didn’t catch on back then, but maybe, now is the time for social commerce, and for Twitter to cash in where it can, by providing more options for merchants, and more direct connection to products for users, many of whom, as Twitter notes, are already discussing such via tweet either way.

The bigger picture is to facilitate more opportunities for brands – and if Twitter can become a more essential promotional partner for more businesses, that’ll likely see those brands increase their tweet activity, which will help to build its monetization offerings, and facilitate more use cases.

Though it’s not entirely clear if users actually want to buy products in the app. From individual tweets, maybe, but will users actually go to profiles to find products?

That’s a pretty significant habitual shift, but still, Twitter needs to keep trying new things, especially if it wants to add 100 million more users by 2023.

I don’t know if that’s even a realistic goal for the company, which only added 18 million users throughout 2021. Still, that, again, points to the need for experimentation, and as it looks to provide more professional and business tools in order to cater to more usage options, it makes sense to also include expanded product listings.

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It’ll be interesting to see how users respond to the test.

Twitter Shops is now available to selected merchants and managed partners in the US. Businesses that have their Shops enabled today include @Verizon, @ArdenCove, @LatinxInPower and @GayPrideApp, all viewable to US users on iOS.




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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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