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Twitter’s plans to scale back its buy button alludes to a stalemate for retail on social media as consumers fail to adopt native shopping experiences, although Facebook, Instagram and Pinterest could still prevail.
While Twitter is trying to establish itself more as a image-enabled social media platform, its consumer behavior is rooted heavily in text-based posts where direct purchasing ability is less likely to flourish. Other social platforms with heavier focuses on images may be more successful with buy buttons, but dynamic product ads offer the most potential when it comes to retail-enabled social pushes.
“While buy buttons did not suit well for the setup of the Twitter platform, other social platforms like Facebook and Instagram may be better equipped to cater to consumers who demand more product information to make an informed decision,” Sara Berg, content manager at Shotfarm.“Image-focused platforms mimic the feel of many online stores, and playing on the aesthetics of visual content is critical to consumers.
“For Pinterest, Facebook and Instagram, each channel is product image focused, which helps consumers in the buying process,” she said. “The current model of social platforms is well known for social networking, but most consumers have never considered a social platform as a source for retail purchases.
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