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.
Photo: Twitter
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.
Belle Strategies is a boutique Social Media Marketing company based in South Florida. Our team mixes innovative strategies with attention to detail for an online presence that produces tangible results. For assistance growing your brand on social media, contact us!
Rachel Creveling has 15 years in the industry and is the Owner of Belle Strategies Marketing Agency. As a Digital Marketing Consultant, she helps clients strategically plan and build campaigns based on ROI. Her highly custom consulting method has earned clients including the Hilton Head Wine & Food Festival, Four Seasons Resort and Residences, South Beach Seafood Festival and many others. Rachel’s expertise helps companies push past revenue goals by leveraging their data and identifying areas for efficiency and growth.