Twitter remains on-point with its efforts to increase content discovery and suggestion relevance. Twitter’s slowly adding more options to its Professional Account tools, with new variable link CTAs now being rolled out to business users in the app. This slightly opens up more opportunities for brands and businesses on Twitter to scale and expand their reach, or at least further improve appeal to their current audience which eventually leads to more referral traffic.
Doing It Like A Pro
Posted by app researcher Nima Owji, Twitter’s adding a new profile ‘Spotlight’ option, with a customized ‘Link’ display, where users can choose from different CTA button options to display on their profile page. The new link CTA button will include a range of text options, which does provide another way to drive more direct traffic from your Twitter profile, further enhancing the value of its Professional Account options.
Twitter first began testing its Professional Profiles in April last year, with select brands taking part in the initial beta program. Twitter then opened up the option to all brands and creators in March, with all businesses now able to include extra info panels on their Twitter page, including business category, contact info, location, and more.
Twitter’s also developing its new shopping options, with ‘Shops’ being another option within your Pro Profile Spotlights. On this front, Twitter’s also developing a new product management platform to assist in building your in-app product showcase. Twitter also has a new ‘Shopping Manager’ platform that enables brands to upload and manage their product catalog, aligning with the in-app display. This adds to Twitter’s growing list of shopping integrations, though the bigger question is whether or not consumers actually want to shop within social apps.
Throughout the pandemic, eCommerce rates skyrocketed, blowing up previously established trends. A lot of people viewed this as a signal of things to come, predicting that consumers would never go back to in-store shopping as they once did. However, for the most part, they did. Despite eCommerce providing more convenience and more users getting exposure to their online shopping options – online sales, in the large part, have receded to the mean, in line with broader trends; it’s still growing, but not at the rates we’ve seen during the most hectic parts of the pandemic.
The Wrap
This has impacted the overall social commerce push, with both Meta and TikTok reporting lower-than-expected interest in their evolving eCommerce offers. If these big players are being affected, then Twitter will likely be impacted as well. Of course, Twitter will still try, and these new features could provide it with significant value within various contexts, for different brands.
Twitter might be in for a bit of a slog in pushing these newer eCommerce-centered initiatives, seeing as how the general hype around the trend has died down, but that doesn’t mean it wouldn’t still be a worthwhile experiment.
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