menu

Interactive Shoppable Content Now Appears Within Tweets

Interactive Shoppable Content Now Appears Within Tweets
Retail

Social media website pairs up with the interactive image platform Thinglink allowing users to post more than 140 characters.

Zachary Kraemer
  • 3 january 2013

In their latest endeavor, Twitter has released a new feature unlike any other, which delivers a unique kind of experience to users. Working with company ThingLink, a website that enables users to upload images and make them interactive with digital content, Twitter aims to bring new life to its platform by allowing users to post more than just 140 characters.

By integrating ThingLink’s interactive photo’s into its platform, Twitter enables users to show those viewing their tweet a wide variety of content without having to link outside of Twitter’s website. When users hover over one of Thinglink’s images posted in a tweet, various icons pop up, which may feature audio clips, YouTube videos, Facebook or Pinterest profiles, information blurbs, or even shoppable content, all of which is viewable through Twitter’s website!

The Grammy’s recently used ThingLink to promote Whitney Houston’s many accomplishments over Twitter. All in the ThingLink photo, they posted; a small synopsis of Houston’s special broadcast, a fact about Houston’s Grammy wins, a link to exclusive behind the scene photo’s on The Grammy’s Instagram page, a list of Houston’s Grammy wins, and a Youtube video which is viewable  right on Twitter’s site. In essence, one single image can become a small resource all in its own.

PSFK recently spoke with Neil Vineberg, CMO of ThingLink, to learn more about this new relationship:

Tell us about Thinglink?

Thinglink is a creative platform for individuals, marketers, or anyone who wants to add more to a moment and make their personal expression richer. We’re very excited about our relationship with Twitter, since it is already a communication platform that brings the whole world together. Essentially, Thinglink transforms 140 characters into something that is so much more.

How does ThingLink link its images to Twitter?

Essentially all you do is Tweet the image url from ThingLink.com, and it is automatically linked. When you open the images up from Twitter, you see all of this interactive content. We have a wide range of tags from interactive music and video players and social tags, to tags that can link consumers to a product page. The fact that you can move this media into Twitter as an interactive platform for people provides a great amount of convenience to consumers and many more possibilities for marketers attempting to share an immersive experience.

How effective has ThingLink been in bringing this interactivity to its users?

We find that the time on image is much longer than if the image has no interactivity, because right now, non-interactive image engagement is not measurable. These new images create a sense of interaction that was non-existent before ThingLink. Images in general are always compelling, but by adding these interactive experiences with ThingLink, you are adding a whole new dimension. It is not only storytelling, but it is also very immersive. You’re allowing people to touch and discover. I personally think that discovery is the marketing paradigm of the future. It allows brands to create a fair exchange with people by delivering value and a unique experience while giving them the opportunity to acquire what is being sold.

Are you seeing a lot of shoppable content on ThingLink?

We are. In the music industry for example, Ingrid Michaelson put out a song player where she published an image of lyrics to a song and introduced them to the audio clip, followed with a buy button. The engagement on the image was over 100% click-through.

How do you measure the amount of ‘views’ these images receive?

Here are the things we measure with images; the number of views the images has, and if there is content inside the image, we also inform users how many of these content tags were hovered. We also measure the amount of tags that are clicked. What we’re finding is globally, based on the 8.5 billion image views, the click-rate globally is 3.5%, which is substantially more than display advertising which is often getting a .2%-.5% click-through rate.

ThingLink

Trending

Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

Health
Travel Yesterday

United Airlines Launches An Updated Business Class Program

The new Polaris product prioritizes customer service and updated modern amenities

Design & Architecture Yesterday

Video Explores Complex Museum Architecture

A mini video gives a quick overview of the most beautiful cultural buildings built

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Sustainability Yesterday

Smog Vacuum Turns Pollution Particulates Into Unique Jewelry

A large device was installed in Beijing that sucks up smog and compresses it into small centerpieces atop jewelry

Experiential Marketing Yesterday

PSA Fashion Line Shines A Light On Victim Blaming

YWCA Canada is using fashion and sexist tweets to highlight how often we as a society blame the victim in cases of abuse

Related Expert

Clayton F. Ruebensaal

Hospitality Marketing

Syndicated Yesterday

What PSX 2016 Tells Us About The Modern Games Industry

Nostalgia and big brands are defining how the console market is being shaped

Op-Ed Yesterday

VP: Why Messaging Apps Are Issuing In A New Era Of Commerce

Matt Johnson discusses how mobile messaging commerce is creating a different modality for interaction between retailers and consumers

Technology Yesterday

The PSFK Holiday Gift Guide 2016

Based on a year of research by PSFK Labs, we curated a list of innovative and unique holiday gifts

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Food Yesterday

Minute Maid Opens A Store That Sells Nothing

The beverage company opened a pop-up shop that encourages customers to write letters to their parents instead of buying a gift

Entertainment Yesterday

Samsung And Viceland Partner For A Virtual Reality Documentary On The Syrian War

The White Helmets film uses VR to immerse viewers in the everyday conditions of the war-torn country

Design & Architecture Yesterday

These Designs Bring Modern Architecture To The Humble Birdhouse

Artist Douglas Barnhard has imagined a series of designs emulating the work of architects such as Frank Lloyd Wright and Joseph Eichler

AI Yesterday

Nine Technologies To Invest In When It Comes To Retail [Future Of Retail]

Retailers are leveraging assistive technology to help employees in their daily tasks and customers on the sales floor

Travel Yesterday

Acura Cockpit Envisions The Future Of Autonomous Travel

The car brand has built a proof that offers a sneak peek of the self-driving vehicle experience

PSFK EVENT

FUTURE OF RETAIL 2017
Conference Built Around Our Report Launch
BUY TICKETS

Retail Yesterday

How Artificial Intelligence Is Enabling Anytime Shopping & On-Demand Support

Retailers are leveraging advanced technology to relieve associates from mundane tasks, while better assisting customers

Cities Yesterday

NYC Map Calculates Economic Benefits Of Every Tree

TreesCount! maps all the greenery in the five boroughs and even figures out how much money it saves the city

Design Yesterday

Create A Perfectly Tailored Shirt Using Just Your Phone

UKYS has created an application to get accurate measurements of buyers through a few simple pictures for custom shirts

No search results found.