Since the beginning of social media, figuring out how to use the platforms to bring in revenue has been a top priority for brands. As more businesses have joined the social networks, the platforms have worked to make that easier. From buyable pins to promoted posts, major strides have taken place to turn social commerce into a reality.

Facebook has taken this concept to the next level by partnering with Shopify to integrate with Messenger. Users will now be able to browse products directly within Messenger, and make a purchase without ever leaving the app. More details on why this matters, and what else is happening in social media below.

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Shopify Introduces a Messenger Integration

Shopify has introduced a Messenger integration that allows brands to create product catalogs directly in Messenger. Consumers who chat with the Shopify bot will be able to browse the catalogs, view pricing, and make purchases directly in Messenger. This integration is now available to over 250,000 merchants.
Why does this matter?
So far, social commerce on platforms like Facebook and Twitter has been underwhelming. (Twitter went as far as dissolving their social commerce team.) Despite the number of failed attempts, Facebook believes that there is a way social commerce can be successful, and this may be a good start. Partnering with an already established brand like Shopify, may be the name recognition Facebook needs to get consumers feeling comfortable enough to buy outside of the merchant’s website.

Facebook Introduces Marketplace

Facebook has introduced Marketplace, a feature that allows users to buy and sell items in their local area.
Why does this matter?
Marketplace is competitive to platforms like eBay and Craigslist. Users may be more comfortable buying and selling items online since Marketplace is tied to a Facebook account. Craigslist and eBay are often criticized for their “scam” listings. Although Marketplace won’t be immune to scams, people may be less likely to defraud someone if they have mutual connections with them on Facebook.

Facebook Tests Tagging Products on Pages With Catalogs

Facebook is testing the ability to allow page administrators to tag products in their photos and videos.
Why does this matter?
Based on a statement released by Facebook, they cited that this would assist in driving organic product discovery. It may be interesting to see how they could potentially develop this feature to incorporate social commerce.

Twitter Adds Aggregate Age Information to Audience API

Twitter has added aggregate user age information to the Audience API from Gnip.
Why does this matter?
Twitter will now be able to share more age related information about their users with advertisers. Advertisers will be able to learn more about the age clusters that make up their audience, and fine tune their advertising methods.

Twitter Users Can Now Link to Their Periscope Profile on Web

Twitter users will now be able to link to their Periscope profile from their Twitter bio on the web. This can be done by changing a setting on Twitter. By activating this setting, when someone is live on Periscope, the text will change from “View on Periscope” to “LIVE on Periscope”.
Why does this matter?
By linking these profiles, it will make it easier for your Twitter followers to locate you on Periscope. This will help with cross promotion to your broadcast channel.

YouTube Adds “Paid Promotion” Disclosure Option

YouTube has introduced the option to enable a “paid promotion” text disclosure over videos. This disclosure will appear for the first few seconds of the video, notifying viewers that the influencer has been compensated for the video.
Why does this matter?
This disclosure will help influencers be more transparent with their audience about which of their posts have been sponsored. This will also assist influencers in staying in alignment with FTC regulations.

Periscope Adds Curated Broadcast Channels to Website

Periscope has added a section of featured curated broadcast channels on their website. Users will be able to search for broadcasts by topic or hashtag. The featured channels will be updated as new users “go live”.
Why does this matter?
If broadcasters are featured on Periscope’s website, they will have a greater chance of having their content discovered. Additionally, Periscope viewers will have the ability to discover new content on the platform.

 

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