Twitter, Shopify Reveal Partnership at Cannes Lions

Twitter and Shopify unveiled a new partnership at Cannes Lions Wednesday that gives all U.S. merchants on the ecommerce platform the option of tapping into the social network to find potential customers. The other major feature revealed at the Cannes breakfast was Campaign Planner, which helps advertisers forecast estimated results before kicking off their campaigns on the social network. Twitter product lead, shopping Justin Hoang and Denise Teng of its product team said in a blog post Wednesday, “With our Twitter shopping ecosystem, we’re investing in features that empower businesses to put their products in front of their customers and drive them to where they can make a purchase. This partnership with Shopify is an important step in helping merchants unlock opportunities to reach shoppers on Twitter at those precise moments of discovery, inspiration and consideration.” They added that there were 6.5 billion tweets mentioning businesses globally in 2021. Merchants can now add the new Twitter sales channel application via Shopify’s app store or the ecommerce platform’s admin interface, enabling them to: Connect their Twitter account to their Shopify admin with a few clicks and onboard onto Twitter’s Shopping Manager, the entry point into its suite of commerce tools, as well as other free tools the social network is building for professionals.Automatically sync their inventory via Shopify merchants’ product catalogs, avoiding the need to manually update product information on Twitter.Showcase products via Twitter’s Shop Spotlight or Twitter Shops, giving shoppers the ability to check out on the merchant’s website. Twitter also revealed that Shop Spotlight and Twitter Shops are out of beta and available to all merchants in the U.S. Trixie Cosmetics was one of the initial merchants to begin using the Twitter sales channel app on Spotify, and Jessica Stevens, its senior social media manager, said in the Twitter blog post, “The Twitter sales channel makes it quicker and easier to meet our customers wherever they are. The automatic syncing is going to help us save so much time, and the sales channel allows me to easily connect the two platforms that we already tap into to sell products and engage with customers.” Shopify director of product Amir Kabbara added, “Reaching potential customers where they are is critical to the success of Shopify merchants. Twitter is where conversations happen, and the connection between conversations and commerce is vital. Our partnership with Twitter, and the launch of the Twitter sales channel, will let merchants seamlessly bring commerce to the conversations they’re already having on the platform.” Twitter began testing Campaign Planner last November, and it is now available to all managed advertisers in Japan, the U.K. and the U.S. The tool enables advertisers to: Forecast average frequency, cost per thousand impressions, impressions and reach against a specific audience, campaign duration, frequency setting and placement.Budget for auction-based campaigns.Start and save a draft campaign directly from the tool. The social network also detailed more features for advertisers that are on tap for the remainder of the year. Branded Likes will be made available to all advertisers in Japan, the U.K. and the U.S. next week after being beta-tested. The option enables advertisers to customize Twitter’s like button. The advertiser chooses a set of hashtags and, for 24 hours, whenever someone likes a tweet containing those hashtags, the like button will turn into a custom animation. Location Spotlight will be extended to professionals worldwide next month, enabling them to add information to their profile including business location, hours of operation and best ways to contact them. The social network will introduce Twitter Business Settings later this year, calling it a central hub for advertisers to manage their accounts, assets, employees and permissions in a single, secure space. Twitter will expand on the multi-destination functionality for carousel ads that it introduced last October with the rollout later this year of Dynamic Product Ads, which will let brands personalize the creative that users see in ads by featuring the most relevant products to each specific user. The company is also working on conversion optimization, to help campaigns reach the people most likely to take a lower-funnel website action, such as adding to cart, purchasing or submitting a form, as well as application purchase optimization, currently in pilot, which helps brands deliver app ads to the people most likely to make a purchase. Finally, Twitter will debut Playable Ads later this year, interactive HTML ad formats that allow users to open an interactive experience within the Twitter feed.

Ecommerce News

Twitter, Shopify Reveal Partnership at Cannes Lions

The social network created a sales channel app for the ecommerce platform

David Cohen

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