Twitter Unveils New Features that Make it Easier for Users to Find and Buy Products
After rolling out a “Buy” button for products advertised on Twitter last year, Twitter is continuing to transform its platform by adding a modern style e-commerce space where potential shoppers can discover products and services with a click of the mouse or a tap on their mobile screens.
Recently, the social media giant took a huge step by launching two new features: product and place pages, and product and place collections. These features are explicitly designed to let Twitter users find and buy products and services from within the platform.
Product pages will display images and videos, descriptions, product information, websites, and buying options for products. Basically, these pages will serve as a product-centered destination where users can browse for information regarding the product or service, if they’re planning to make a purchase.
In the blog post announcing the new features, Twitter showcased its product and place pages using Andy Weir’s The Martian (@andyweirauthor) as an example. “We’ll show you images and a description right above the Tweets that are most timely and relevant to you. These may be Tweets from accounts you follow, relevant news updates, or popular content about the book.” [See Figure 1]
Note, however, that the buy button may only be available if the retailer allows it; Twitter gives retailers the privilege to choose between selling products directly on the platform and linking users to an external page.
In addition to pages, Twitter is also testing product and place collections, which is a way for brands, as well as personalities, to curate products and recommend them to their followers. Check out this collection by Demi Lovato to learn more about how this feature works.
To date, forty-one launch partners have signed up for Collections—including popular celebrities such as Demi Lovato (@ddlovato), Ariana Grande (@ArianaGrande), and Reese Witherspoon (@RWitherspoon). Brands that have partnered with Twitter for this feature include Nike (@nikebasketball), Beats by Dre (@beatsbydre), Elle Magazine (@ELLEmagazine), and Hallmark (@Hallmark).
For the complete list of partners, see Figure 2.
Twitter has begun rolling out product pages and collections to U.S. users on iOS, Android, and the Web. The company said the features are currently being tested, but users can expect huge improvements “in the coming months”.
Do you see huge e-commerce potential with Twitter’s new product pages and collections? Share your thoughts below.
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