Twitter is not the first place any online shopper thinks of when they want to make a purchase, but that might be about to change. Investing in paid media on Twitter can drive a 131% increase in conversation about your brand which is not something to sniff at, and this year alone, ad engagement on the platform is up by 12%. So, how can you cash in on this and what is the platform planning to do to enter the world of eCommerce?
Twitter entering the eCommerce chat is only just beginning but it is already making big waves. There are the new tabs cropping up on user profiles, along with the introduction of ticketed spaces, super follows, and customised panel displays above a profile’s tweet feed which will show products in a carousel format – it all has our heads spinning.
They’re testing a lot of this right now and slowly rolling it out, as seen with the introduction of the new tabs ‘Monetisation’ and ‘Purchases’, so, consider this as an early Christmas present as we bestow upon you the knowledge of what’s to come. Soon enough, the average Twitter user will be able to shop their favourite brands directly from the app which will provide brands yet another way to generate more exposure for product drops.
When talking about online shopping, it’s difficult not to mention the elephant in the room that’s lead to the stark rise in how much we all shop virtually now. Since the world has had to lockdown, both shoppers and brands have turned to new ways of buying and selling, and the easiest way for everyone to access what they needed without leaving their house was by using the internet. As a result, pretty much every social media platform is looking at how they can integrate a digital marketplace to their apps and sites to best serve users who are looking to spend.
It’s no wonder we’re seeing Twitter implement these changes, as 74% of Twitter users follow brands on their accounts to keep up-to-date and show support. Though it may feel like another thing to your brand’s plate, it could lead to amazing things as this promises a seamless shopping experience for consumers.
Of, what Twitter has coined, ‘The Shop Module’ they had this to say: ‘it’s a feature that allows us to explore how shoppable profiles can create a pathway from talking about and discovering products on Twitter to actually purchasing them.’ If your brand page had the Shop Module enabled, your followers can scroll through the carousel of products and tap through to learn more and place an order without having to leave Twitter.
They’re also testing a big CTA ‘shop’ button that will appear under Tweets which feature products and will have the same outcome as tapping through on one of the carousel icons. The card, which will feature a picture of the item and the price with the button underneath, will mean that there is no more switching from one app to another to find out more or complete a purchase. It’s all about making the users experience so easy that they keep them on-platform for longer, leading to more connections between brands and their target audiences.
Another new feature that will soon have a new facet to it are the ‘Twitter Spaces’. They’re audio chat rooms that can be hosted by accounts with more than 600 followers but joined by anyone with a profile as a Listener. These Spaces have given a chance for people to put a voice to the handle, which for a brand would be a help towards the all-important humanisation aspect to be gained from marketing. 93% of brand followers on Twitter plan to buy from them, which with this audio conversation feature added, will only make getting those purchases easier as it’s another medium for people to connect with the companies they’re buying from.
As a brand, Spaces can be used to extend campaigns, collaborate with other accounts, share valuable information exclusively, and to break down those barriers between yourself and your audiences. Once ticketed Spaces become available, where followers will purchase a virtual ticket to attend an event, the opportunities for brands to capitalise on the exclusivity nature of such events will be endless.
Twitter believes that there is strong potential for eCommerce to succeed on their platform, more so now than when they tried to make the ‘Buy Now’ button a thing, and it makes sense that they’ll be following in the footsteps of Instagram and their shopping features. 51% of users said they bought items because of seeing advertised content in their Instagram and Facebook feeds, so why can’t this be the same for those with Twitter accounts? Bruce Falk, Revenue Product Lead at Twitter, had this to say: ‘We believe in the power of the conversations that Twitter facilitates around products. With this pilot, we’ll get to explore how our engaged, responsive and chatty audience reacts to products that are emotionally charged - like a new jersey from your favourite sports team - or that provide lasting impact - like a new skincare regimen.’
No matter what your brand is all about, there will be a place for you to succeed in the new direction Twitter is going with eCommerce.