Meet Twitter’s newest features - “Product and Place Pages” and “Product and Place Collections.” By leveraging the power of the hashtag, these features allow brands to develop pages with products, pricing, and details similar to e-commerce websites like Amazon. Through these updates, brands have a bigger reason to buy Promoted Tweets, as these ads not only drive consumers to e-commerce sites, but also allow customers to research items.
How it Works: Product and Place Pages
On individual item pages, people can see tweets and retweets from anyone marked by product-oriented hashtags. Twitter organizes users’ reviews of products and services, encouraging conversations about brands that enhance purchase consideration.
How it Works: Product and Place Collections
Collections, aptly named, are a way for people and brands to create and share Twitter collections of products and places. Influencers can create pages with their purchase picks. For example, pop star Demi Lovato has a collection called “Demi’s Picks,” featuring her concert merchandise and a beauty essentials kit.
Potential Results
If merchants can make these pages worth visiting, they should see a direct increase in sales. These strategies would also position Twitter for more business with generation-minded advertisers such as automotive and real estate brands. The brand is positioning itself beyond an avenue for direct-response, by increasing customer engagement and commerce potential.
References
http://www.adweek.com/news/technology/twitter-just-made-stronger-case-retailers-buy-ads-165466
https://blog.twitter.com/2015/testing-new-ways-to-make-it-easier-to-discover-products-and-places
