Dive Brief:
- Twitter is currently testing new ways to find and organize tweets about products and places, and new ways for people and brands to create collections of tweets.
- The effort includes product pages and “Collections” where users can find pages covering specific products and places and make purchases within the platform.
- Twitter’s test currently involves 41 collections partners including Nike, HBO, Target and The Ellen Show.
Dive Insight:
In a blog post, Amaryllis Fox, product manager at Twitter, said, “It can be challenging to find and engage with the most relevant Tweets, images and videos about products and places when you’re looking for them. So today we’re beginning to test two ways to make it easier for you to discover rich and relevant content about products and places on Twitter.”
As a service to users of the social media platform, and certainly seen as positive step for marketers, Twitter is testing two areas -- product and place pages that feature video and images with descriptions, prices and an option that allows users to buy directly from the page, and product and place collections that allow brands to share curated tweets. Current collections curators include: Demi Lovato, HBO, Nike, Reese Witherspoon and Target, and Twitter plans on expanding the curator list over time.
These new marketing options on Twitter will likely have the most immediate impact on retail marketers, and even though there is an option to allow Twitter users to buy directly within the platform, marketers can also have users click through to their own site for the conversion to sale.
