Twitter Testing “Buy” Button That Could Change Your Social StrategyKevin ShivelyBlogger ExtraordinaireSimply Measured
Today, Twitter announced that they’re testing a new ecommerce feature with select partners, and it isn’t a stretch to say that it could change the way brands plan and use the network to drive sales.
Twitter is testing a “Buy” button that will let users purchase products directly from the Tweet, keeping commerce as simple as possible. The test run includes a group of artists, brands, and nonprofit organizations (all of which are listed in Twitter’s announcement post).
Twitter is partnering with Fancy (@fancy), Gumroad (@gumroad), Musictoday (@Musictoday), and Stripe (@stripe) as platforms for the initial test, and has plans to add more payment platforms in the future.
Tarun Jain, Group Product Manager at Twitter shared some thoughts on the Twitter blog about the simplicity of the feature:
In our test, an entire purchase can be completed in just a few taps. After tapping the ‘Buy’ button, you will get additional product details and be prompted to enter your shipping and payment information. Once that’s entered and confirmed, your order information is sent to the merchant for delivery.
This feature helps to bridge the worlds of social and commerce, a connection — or lack thereof — that both consumers and brands have highlighted as a pain point for years. If you’re a brand marketer, this isn’t something you should wait to start preparing for. This development makes having robust insight into your current Twitter audience, network activity, and current opportunities even more valuable. As your understanding of your audience increases, your ability to leverage this service once it’s available will grow in tandem, with a well-developed strategy in your back pocket.
Measure Now for Success Later
If you want to be ready to make the most of this product, start preparing now. Below is a list of things you should be measuring and paying attention to.
Who is engaging with the content you currently share? You may focus your KPIs on engagement metrics like @Replies, Retweets, and Favorites, but what about URL clicks? You haven’t been waiting for the “Buy” button to share content, so you have the potential to understand which content is of interest to your audience already. Twitter’s new set of analytics can help you do this. By measuring every URL click, and bucketing by sent Tweets, you’ll be able to understand the content that inspires web traffic. This is a good indicator of content that will inspire purchases.
On Twitter, not all engagements are equal. Some engagements (like the clicks mentioned above) are focused on interaction, while others are meant to amplify your content. Focus on the amplifications, as this signals the content that your followers give their endorsements to.
3. Audience Interests
When was the last time you conducted an audience audit? This might be the time to do so. Analyze your current followers – or those of a competitor you’d like to emulate – and what their interests are. Chances are that some of them line up with your brand, which is why they follow you, but you could be using Tweet copy that doesn’t resonate. Gut check your tactics by aligning them with your audience. This will lead to increased sales if you’re thoughtful about your choices.
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