Twitter looks to tap social commerce with new feature

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 30, 2021, 1:23 PM UTC

Experimenting with the new Twitter features can help brands gauge their performance and create compelling social commerce on the app.

Twitter is testing new social commerce tactics to integrate online buying user experiences, diversify its revenue stream, and monetise its user base as ecommerce expands significantly. This isn't the first time Twitter has invested in shopping features - it has experimented with ecommerce before including "The Shop Module" and "Shoppable Twitter Cards".

Users visiting a company's Twitter account can scroll through different products, tap to learn more, and purchase using the "The Shop Module" in a carousel format. Only a few US brands have access to the feature, while only iOS device users will be able to see the feature.

The Shoppable Twitter Cards, which includes a Twitter card with a "shop" button and auto-populated product data, are direct links to a shopping page or product. Brands considering launching social commerce campaigns on Twitter should create organic dialogue about their products and services and feature several products in the campaign.

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