Cheat sheet: Twitter experiments with shoppable cards
Twitter is taking another crack at social shopping.
The platform is trying out a new shoppable card format that allows users to link to a product page from a tweet. The new cards include the name of the product, the shop name, the price and a “Shop” button. A Twitter user named Yasser Masood spotted the feature earlier this week.
The key details:
- For now, the shoppable cards are being tested in Europe, the Middle East, and Africa on Android devices.
- This experiment is not happening in isolation. A Twitter spokesperson confirmed the platform has several more commerce-focused experiments in the pipeline.
- Twitter tried a similar feature in 2015.
Twitter tried product pages before
This is not the first time Twitter has tried to facilitate shopping on its platform. In 2015, the company tested out product pages and curated collections. Collections were more focused on browsing products in curated lists. One example was Nike’s collection for the then-new LeBron Elite clothing line. Some product pages also listed prices and sometimes a “Shop” button. While product pages ended in 2016, the new Shop cards could be Pages 2.0.
“The bigger question in my mind is where Twitter’s strengths are,” said eMarketer analyst Debra Aho Williamson. “Twitter doesn’t have the scale of Facebook or Instagram, and it’s not a contextually relevant platform like Pinterest. Twitter is also a more social than entertainment platform, it’s hard to imagine them reaching same level of discovery and sharing that’s currently taking place on Instagram or Facebook.”
It’s unclear if Twitter will impose any fees for affiliate links, or plans to partner with a payment platform. Twitter declined to share additional details about its future plans for the new card format.
Playing commerce catchup
Shoppable cards are another way Twitter is trying to step up its product offerings. “If you compare us to our peers on the market, this is especially stark,” ceo Jack Dorsey said at Twitter’s Analyst Day on February 25.
That same day, Dorsey admitted to being “slow” to roll out new features. Of late, Twitter has also rolled out projects like Spaces, live audio chatrooms, newsletters, and subscriptions for “Super Followers,” a program to give users access to exclusive content from creators.
This is one of the latest examples of social media platforms vying for a piece of the social commerce pie. Instagram, Facebook, Pinterest, and TikTok already have features that allow users to purchase products on their platforms.
‘We don’t post much organic content’: Pepsi sees TikTok as a pay-to-play platform
PepsiCo is seeing success on TikTok as a pay-to-play platform, which is using the platform to release popular challenges for users.
Member ExclusiveCase Study: How BMW Group broke into the esports market
After successful gaming activations, BMW Group is leaning even further into the space as the pandemic pushed new players online.
‘Still don’t have an answer’: For some media buyers, unresponsive Facebook ad reps are causing frustration
Media buyers say unresponsive Facebook ad reps aren’t a new problem, but some say the issue has gotten worse with the looming iOS 14 update from Apple.
SponsoredHow audio programmatic is unlocking ‘screen-free’ campaigns
In recent years there has been rapid growth in audio content available for streaming. Last year, 2020 was a particularly big moment for audio growth, one characterized by a massive shift in lifestyle. Many adults went from commuting to an office to working from home. As a result, they developed new habits and preferences. One […]
‘I felt like I was pushed into being a stay-at-home mom’: Confessions of a former ad exec on being fired after becoming a mother
In this edition of our Confessions series, where we exchange anonymity for candor, we hear from a former agency director about getting fired and struggling to find a job amidst navigating motherhood and launching a new project.
To get the attention of millennials and Gen Z, Ace Hardware is turning to influencers
Ace Hardware is adding a paid and organic influencer strategy to its marketing mix to allow the brand to make content that “doesn’t feel like an ad."