June 17, 2022
Twitter recently launched a new feature, Product Drops, which allows online merchants to tease their upcoming product launches.
“People come to Twitter to talk about products and product drops every day. And merchants have been dropping products on Twitter for a long time without any native product support,” Twitter wrote in a post. blog entry. “We’re excited to change that and introduce new shopping features that help shoppers stay on top of the launches that matter most to them and give merchants another way to engage shoppers around big moments in products.”
With Product Drops, a merchant will be able to tweet about an upcoming launch. Clicking directly on the post opens a full-screen product details page with an item description, photo, price, and a clickable hashtag that shows what others are saying about the product on Twitter.
A “Remind Me” button will appear at the bottom of the Product Drop post so that a Twitter user can be alerted with a simple tap. On launch day, an in-app notification appears in the user’s Twitter notifications tab 15 minutes before and at the time of the drop, so they can jump on the deal. Clicking on the notification takes the user to the merchant’s website to make a purchase.
Introducing Product Drops, a new feature that helps shoppers stay informed about your latest launches. Check it out👇 pic.twitter.com/X0YDqtE3YA
— Twitter Marketing (@TwitterMktg) June 10, 2022
Twitter is testing the Product Drops feature with select partners including Dior, Fossil, Home Depot, LEGO and Union Los Angeles.
“Every time we drop, Twitter is a key touchpoint for us to build awareness,” Union Marketing Director Richard Brook said in the Twitter Blog. “We look forward to seeing how Product Drops helps us drive things forward and deepen how we engage and inform our audience about upcoming launches.”
Both Nike and Foot Locker use notifications on their apps to alert customers to sneaker drops. Instagram uses similar “reminders” for product deliveries, although Twitter is more conservative than other social networks.
Twitter continues to add shopping features, including the launch in April of Twitter Shops, which allows sellers to feature up to 50 products on the app. Last November it was tested livecontinuous shopping in partnership with Walmart.
DISCUSSION QUESTIONS: Will “Product Drops” provide a path for Twitter to become more of a shopping platform? How do you rate the strengths and weaknesses of Twitter as a potential business portal?
“People go to Twitter for the latest news and to chat. Everything else is just a distraction.”
“This is a solid addition that will help brands get the most out of Twitter.”
“Twitter has become a digital cesspool, so I would caution brands against potential trolls and viral blowbacks.”