Twitter is testing a new way to display tweets that link out to e-commerce product pages.
Twitter is one of the most popular social media platforms that allows users to post short text messages, videos, images and animated GIFs. Tweets can be retweeted by other users or shared with their followers. There is also a direct messaging system on Twitter where users can communicate with each other directly.
The platform is an excellent place to start organic conversation about products and services, which helps build brand awareness and generate sales from new followers who may not know about a product or service before. However, it is important to understand that Twitter only lets users post 280 characters per tweet. This can make it difficult to get the point across in a tweet.
A few months ago, Twitter started to explore ways to support commerce on the platform. The company introduced features like Super Follows and Professional Profiles, which help businesses connect their fans to their merchandise and products.
In March 2021, Twitter began testing a new way to display tweets that link out to e-commerce product pages on the Twitter app. This is called a “Shop” button and integrates product details directly into the tweet itself, including the shop’s name, the product’s price and a snippet of information about the item.
With the emergence of e-commerce on social media, it is essential that brands have a plan for how they can use these e-commerce tools to their advantage. In 2020, the US social commerce market was estimated to grow 25.2%, and according to eMarketer it is expected to continue to accelerate in 2021.
If your business is interested in using the latest social commerce capabilities on Twitter, it is important to put a strategy in place that aligns with these new features. Whether you are an online retailer, a fashion or beauty brand, or a non-profit, it is vital that you create an approach that ties your content to your products and services and helps your audience understand how to best interact with your social content and engage with your brand on Twitter.
The e-commerce industry is still in its early stages, but it is expected to be a big part of Twitter’s revenue. Twitter has aggressive business goals over the next two years and it sees commerce as a great opportunity to drive revenue outside of traditional advertising.
The new format is called a “Shop” button.
Twitter is experimenting with a new way to display tweets that link out to e-commerce product pages. The feature is called a “Shop” button and is being tested on Android devices. It includes a branded image with the price, shop name and a big ‘Shop’ button that is visible when the tweet is clicked on.
The new format is powered by payment startup Stripe and works on both desktop and mobile, although only a small percentage of US users will be able to take advantage of the new feature at first. To buy a product from a Tweet, you need to tap the button embedded into the tweet and enter your shipping and payment details. Once you have done this, Twitter will send you an order confirmation.
Social media giants Facebook, Instagram and WhatsApp have already launched their own in-app commerce tools to let brands and creators monetise their content. YouTube is also testing a shop feature that allows content creators to tag products in their videos for sale.
This is a significant development for Twitter, as it is currently not a strong driver of commerce. However, if it can offer a secure, seamless in-app shopping experience, it could be a winner for both users and brands.
It also means that people can make purchases from Twitter without leaving the app, a key feature for many people who use social media apps. Tech news blog Recode reported last month that Twitter has been close to signing a deal with payments startup Stripe and is expected to unveil buttons within tweets that say ‘Buy’ and allow you to enter payment and shipping information.
The new service is being piloted with a select group of brands, artists and charities including Burberry, AIDs charity (RED) and rapper Eminem. The initiative will initially only be available to a small percentage of US users, but is likely to expand over time.
The new e-commerce format is the latest of a series of innovations Twitter has been testing to help businesses drive more sales on the platform. Earlier this year the company began testing an in-app ‘Buy’ button that appeared in some ads, and it has also been working with Amex to allow users to add items to their basket and redeem deals direct from tweets.
