Did you notice the Buy Buttons on Twitter? You didn’t? Don’t worry, not many people did either. Twitter attempted to utilize Buy Buttons on their network but quickly realized it was a huge failure on their part. While we can give Twitter a round of applause for effort, they should have seen this coming. Twitter is known for one thing—social networking. Most consumers have never considered a social platform as a source for retail purchases and more viewers. Instead, social channels are more well-known for driving awareness of products, rather than direct sales, and consumers have become accustomed to that, like YouTube. If you you have an account then go buy subscribers for YouTube to make your account grow.
Why Didn’t Buy Buttons Work?
There are a number of reasons why Buy Buttons on Twitter never took off, one being that consumers don’t trust social media companies to get orders right—they are not a trusted Retailer. We have a problem today where Retailers already struggle with syncing different product catalogs across various social channels, and Twitter just didn’t cut it.
According to the 2015/2016 Shotfarm Product Information Report, product information plays a key role in online sales. Additionally, approximately 78% of consumers say the quality of product content is very important when making purchase decisions, which doesn’t give Twitter much to work with. Through a lack of space for proper product information and images, Twitter just couldn’t catch on with the buy button trend like other, more visual social channels. In the end, Twitter didn’t provide consumers with the confidence in security and accuracy of products they needed to make purchasing decisions.
While Twitter failed, social media channels such as Pinterest, Instagram, and Facebook have the most potential to succeed with buy buttons because they are visual platforms to increase more viewers. Each channel is product image focused, which helps consumers during the buying process.
A Struggle for Retailers
Buy buttons have become a struggle for Retailers because they are essentially being asked to hand over their Brand to another party since the social platforms are controlling the buy button experience. And, when a messy purchase experience occurs, it directly reflects on the Brand selling the product, and brand loyalty and trust are lost. Inventory management can also be difficult to manage because buy buttons are designed to expose the consumer to one item for a fast purchase, which means Retailers need to be selective with the products they choose—they need to be an appropriate fit for the service without being too limited in the offering.
Retailers can still capitalize on buy buttons. However, for buy buttons to become a major hit among Retailers, they will need to include the proper visual context, including accurate product details, images and even brief videos when available.
Strength in Quality Product Content
Whatever platform eCommerce integrates into next, Retailers will need to adapt by shifting to a product sharing and exchange system that better enables them to communicate product information across multiple channels. From the Manufacturer’s supply chain to the Retailer’s website and social platforms, it all needs to happen seamlessly and with all of the essential product content needed for the customer to make a well-informed purchasing decision.
To begin, choosing a Product Content Network that supports Manufacturers’ and Retailers’ data needs is important. With accurate, up-to-date product information translated to meet Retailers’ demands of Manufacturers and Suppliers, it is easier to provide customers with the information they need to make well informed purchase decisions. When a social network gets on board with quality product images and descriptions, then they can build the trust of customers when making purchases.
Supply chain data and marketing will need to synchronize in order for Retailers to successfully integrate buy buttons into their business model. Product images and descriptions are more important with buy buttons, so Retailers will need to leverage a data management system that will allow them to easily exchange data and synchronize it across all channels—but don’t forget to ensure the company voice doesn’t get lost in translation as it extends across social networks.
While buy buttons might have failed for Twitter, there is still hope in their value on other social networks, such as Instagram, Facebook and Pinterest. To learn more about product information and data exchange and synchronization with Shotfarm call us at (312) 239-0823 or schedule a demo today!