Snapchat: Driving Commerce through Augmented Reality
One of Snapchat’s biggest criticisms has been feasibility surrounding driving commerce on a platform. However, the platform has made efforts to make its top-shelf units, like augmented reality lenses, shoppable. In collaboration with Amazon, Snappers can point their Snapchat camera at a physical product or barcode and purchase on Amazon. This integration marries the user-friendly nature of a social platform with the agility of Amazon.
Pinterest: Encouraging Purchase Behavior through Curation
To make shopping simpler on Pinterest, shoppers can dive into a brand’s catalog by clicking “more from [brand].” This allows the brand to group Pins together and organize the products available on Pinterest. The update aggregates all Pins, and these Pins drive to the eCommerce page of the individual product. Users receive personalized recommendations based on what they have interacted with on the platform previously.
Facebook: Collections and Marketplace
Facebook continues to be a tried-and-true social platform for driving sales. One of the most popular ways to drive conversions on Facebook is through Collection ads.
Facebook has furthered their eCommerce efforts by empowering consumers through their C2C surface, Marketplace. This gives brands and individuals the chance to capitalize on the interactions already taking place on Facebook. More than 800 million people globally use Marketplace each month. This feature helps distinguish Facebook as a retail-focused platform--even if it is for personal use.
Twitter: Driving Conversions through Conversations
Twitter prides itself on being the catalyst for real-time conversation and the place for users to converse in an authentic manner. In order to adapt to the commerce-forward mentality of other platforms, Twitter introduced image and video website cards. Building upon this, the platform also introduced clickable pre-roll ads and carousels. Although these units are designed to drive conversions, Twitter has not created cohesion between social and eCommerce at the same rate as its competitors.
What Does This Mean In the Big Picture?
Social media has changed drastically since its inception; the space is no longer reserved for social interaction, and it is now seen as a marketplace for inspiration, innovation, and purchasing. In the future, social platforms will continue to lean into trends, like AR, to make purchasing simple.
Select social apps may ultimately make a bold move and prioritize social shopping and discovery rather than content and life-sharing. With the recent news that Instagram is exploring the removal of vanity metrics, we are beginning to see a dropoff in superficial posting, as well as a rise in social media as a commerce-focused platform. This is just the beginning of social’s shift to a digital marketplace.