Twitter Buy It Now

Twitter moves into retail with ‘Buy Now’ button

Twitter has begun to dip its toes in e-commerce by adding a new “buy now” button that retailers can embed into tweets. At present the service is just a small-scale trial, mostly offering music downloads from artists such as Ryan Adams for sale.

It allows Twitter users to place a “buy now” button in a tweet that also includes a brief description and image of the product.

Once you click on the button you are taken to another screen where you’re shown further details of the item on offer, and given the chance to choose options – such as size for clothing. You’re then asked to enter your payment and address details. Twitter hold these details on file so that future purchases take a couple of clicks.

Initially the feature is only available to a “small percentage” of users in the US, but Twitter says that this will “grow over time”.

Retailers like Burberry and Home Depot are trialling the feature, as are a range of musicians including The New Pornographers and Megadeth.

Twitter says that more artists and brands will be signing-up “soon”.

Twitter’s Tarun Jain said in a blog post: “This is an early step in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun.

“Users will get access to offers and merchandise they can’t get anywhere else and can act on them right in the Twitter apps for Android and iOS; sellers will gain a new way to turn the direct relationship they build with their followers into sales.”

It’ll be interesting to see how retailers adopt this feature as it rolls out to a wider audience.

However we don’t anticipate any long term value for retailers, with the buttons main integration being utilised for flash offers or online sales.

 

[Source: Twitter; Mashable; TNW]

Instagram Sponsored Stories

Instagram Introducing Ads in the UK

In amongst the usual pictures of peoples lunch, sunsets, and of course cats, Instagram users may have noticed something new. Ads.

We’d been warned that adverts were coming, but they’re now arriving in the UK.  If you haven’t already seen it, look out for a “sponsored” post popping up in your feed.

Ads will be rolled out “slowly”, the social network explains, starting with companies “already great” on Instagram. After this taster, Instagram said genuine adverts would be “coming soon” to UK users.

“Our aim is to make any advertisements people feel as natural to Instagram as the photos and videos they enjoy from brands who are already using Instagram,” said spokesman Will Guyatt.

“You can hide individual adverts and leave feedback by tapping the “…” button.

“We’re relying on input from people on Instagram as well as advertisers to help us continually improve the Instagram experience.”

Despite the test post receiving more than 18,000 likes, many users have been expressing their frustration online.

The company was bought by Facebook in 2012 for $750m (£460m), despite not making a profit, and it now needs to start making money and support itself. Ads is the natural way to go and we feel opens up an already creative channel to some hopefully great, creative ways of advertising.