It was just about a year ago we were watching and waiting to see what was going to happen with buy buttons on social platforms. Everyone from Facebook to Twitter was rolling them out to see how users would respond and if they would indeed be willing to purchase products that show up in their feeds.
Twitter’s experiment with a Buy button is over. Resources for the button that would allow users to seamlessly make purchases on Twitter have been diverted to dynamic product. Twitter wasn’t the only social platform working on a buy button. Facebook, Pinterest and even Google have experimented in the area.
Buy buy buy. That is the message digital platforms are aiming to send to users. The buy button has made its way onto Pinterest in a big way with 60 million Buyable Pins on the platform. Twitter’s Buy Button is becoming more widely available thanks to new partnerships with Demandware, Bigcommerce and Shopify. And even Facebook is pushing its users to buy with product browsing features it hosts called Canvas and a new Shopping section that curates all products available for sale on the site from Pages, Groups and ads in News Feeds.
These platforms are making a shift, and they’re challenging both users and marketers to rethink how they use them. These social platforms aren’t just places to connect with other people and socialize. They’re places to buy and sell—the shopping malls of the Internet. You go there with friends and you buy from the brands.
It happens every year. Black Friday passes by and the headline 'Social Media Doesn't Drive Sales' gains traction across the industry, but I'm not here to argue with this finding. It's true.