Twitter is having a busy month. In addition to their recent acquisition of Machine Learning Whetlab and the announcement of the coming launch of Project Lightning, they are also testing a new eCommerce feature: Dedicated Pages.
Twitter Dedicated Pages are “landing pages” populated with detailed information about a product. Users send a tweet that links through to these Dedicated Pages, and those who click will be presented with extra information, an option to purchase, and a live-stream of the top tweets related to the product.
IMHO, the most influential piece of this feature are the tweets from other users. These “reviews” directly below the purchase button are sure to persuade buyers who are on the fence. Twitter already has a call-to-action button on it’s advertisements, so what sticks out to me about this new feature is the addition of the highly-opinionated Twitter audience right where the buyer will see. For better or for worse, those utilizing Twitter Dedicated Pages will have public opinion prominently displayed.
As always, Twitter is testing the new feature with big names including brands and celebrities. Twitter says, “To give you an idea of what this experience is like, we’ve invited a group of curators to share collections of some of their favorite places and things.” Here is an example of what they mean:
Photo: Twitter “Example collections shared by Demi Lovato and Nike”
If Twitter Dedicated Pages becomes available to everyone, businesses who sell their products/services online should jump at the opportunity to utilize the feature. By creating features like Dedicated Pages, Twitter becomes more valuable to it’s users (relevant content=time spent on platform), and businesses reap the rewards. Simply put, Twitter is giving retailers a way to convert more effectively and that’s always good news to me.
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