Brands Testing Twitter's Buy Button
By Brianna Ahearn, contributing writer
Twitter, one of the most popular social networks online, is getting into e-commerce. The website already runs promoted tweets but has now taken the next step to greater advertising revenue. According to Business Insider, Twitter is testing “buy” buttons for a small section of United States Twitter users on the Android and iOS apps. The option will roll out to other users later in the year. Twitter follows suit after Facebook announced in July that a buy button option would be coming on their website.
According to a post on the official Twitter blog, “some tweets from our test partners will feature a 'Buy' button, letting you buy directly from the tweet.” The brands testing the feature include two dozen retailers, nonprofit organizations, and even musical artists. Once a Twitter user sees a buy button next to a product, they will have to enter their payment information and address to purchase the item. The information is then sent directly to the vendors they can prepare the user's order. Social networks such as Twitter are often used to share information about products, in categories such as electronics, food, and media.
“Users will get access to offers and merchandise they can’t get anywhere else and can act on them right in the Twitter apps,” says Twitter. “This is an early step in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun.”
Twitter's buy button is another example of the evolving synergy between social media and brands. More companies are combining the social network experience with e-commerce. Where once brands simply sought social media engagement, they now want to turn engagement into direct sales. One way brands hope to capitalize on the new buy buttons is to offer exclusive merchandise that cannot be purchased in other venues. This makes the Twitter buying experience distinguishable from other online buying experiences.
Social media companies are moving aggressively to acquire revenue streams offering direct sales. Last year, Amazon.com bought Goodreads.com, a social networking site geared towards readers. Each book listed on the website offered “buy” buttons, making it easy for readers to purchase their next great read. The move by Twitter into e-commerce comes at no surprise, especially as the social network has retooled its design and features in recent months. The company added Sponsored Tweets in 2010, and the new buy buttons will add to Twitter's e-commerce portfolio, with the obvious goal of adding new revenue streams.
Nathan Hubbard, formerly of Ticketmaster, was hired last year for the purpose of adding value for brands who advertise on Twitter. Hubbard's connections are evident in the first round of test products for the buy button. Twitter is partnering with a group of musicians and non-profits for exclusive concert tickets, limited edition merchandise and charity opportunities. Artists and companies currently involved in testing include Megadeath, Keith Urban, Whiz Khalifa, Demi Lovato, Brad Paisley, Eminem, Donors Choose, The Home Depot and Sound Garden.