Recently, Twitter announced that it has launched a beta version of the Buy Button, embedded directly into tweets and allowing users to purchase without exiting the platform. Initially available to implement only by a small test group including The Home Depot and Burberry, the Buy Button further indicates a trend towards the uprise of social commerce as brands look to maximize the opportunities presented from their large social followings.
Following in the footsteps of Facebook’s implementation of the Buy Button, and Twitter’s own foray into a subset of social commerce, #amazoncart, the initial intent is the offering of limited time or exclusive deals. However, when the button becomes available to the masses of businesses on Twitter, we will undoubtedly see a further range of offerings, as well as a surge in paid media spend. Because in the age of instant gratification, the Buy Button simply shortens the path to purchase.
The Buy Button is obviously a huge opportunity for brands if they go about implementing it the right way. The biggest challenge for marketers will be, as always, figuring out the right content to pair it with to engage their existing and desired social audience. Twitter is about interacting authentically and speaking your audience’s language, yet too many businesses are taking traditional approaches and not capitalizing on the new technologies that allow for personalization at scale. It is impossible to effectively market to an audience you aren’t familiar with, and the simplicity of the Buy Button will put a spotlight on your conversion rate – whether it is high or low.
We are a society of content consumers, and so every brand needs to be a skilled publisher. Social commerce, and in turn utilization of the Buy Button, will be about giving the shopper the best online experience possible to close the time gap to sale.
To learn more about personalization at scale, request a demo of the People Pattern platform.
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