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1/ THREAD on social commerce, a summary of my recent newsletter that touches on ...
+ Instagram copying TikTok
+ Recent/upcoming innovations around live shopping, influencer monetization, digital experiences
+ Telfar as the exemplary modern social brand https://holla.substack.com/p/commerce-rules-everything-around
+ Instagram copying TikTok
+ Recent/upcoming innovations around live shopping, influencer monetization, digital experiences
+ Telfar as the exemplary modern social brand https://holla.substack.com/p/commerce-rules-everything-around
2/ Shopping’s been a social experience for as long as malls have existed—hundreds of years if you count bazaars, seaport districts, and markets
To succeed at ecommerce, Instagram has to evolve its social elements as culture naturally evolves, hence Reels https://twitter.com/kanakhey/status/1291367138951864320
To succeed at ecommerce, Instagram has to evolve its social elements as culture naturally evolves, hence Reels https://twitter.com/kanakhey/status/1291367138951864320
3/ What innovations/behaviors are emerging?
Live shopping: brands like @acurrentaffair are hacking IG Live. As more users adopt Live and can buy directly from streams, we'll see a surge of live shopping similar to Taobao in China
Live shopping: brands like @acurrentaffair are hacking IG Live. As more users adopt Live and can buy directly from streams, we'll see a surge of live shopping similar to Taobao in China
4/ ~Communities~: brands like Brother Vellies are using the "Close Friends" Instagram feature to engage with and inform their most loyal fans of upcoming releases
Sidebar: today, Telfar announced a security program where fans can pre-order product https://twitter.com/EmiliaPetrarca/status/1295358043417346048
Sidebar: today, Telfar announced a security program where fans can pre-order product https://twitter.com/EmiliaPetrarca/status/1295358043417346048
5/ The next wave of Influencers: Sales associates, particularly those with domain/brand expertise, are the next influencers.
The representative & affiliate models will converge to create an online version of the Avon Lady.
This is happening in China with brands like Peacebird.
The representative & affiliate models will converge to create an online version of the Avon Lady.
This is happening in China with brands like Peacebird.
6/ Digital experiences: @fentyskin hosted a digital launch party where fans could hit the bar, spa, or dance floor and interact with each other via chat or video.
They even had live chats with @rihanna ... and a bouncer! https://twitter.com/fentyskin/status/1289325660394024960
They even had live chats with @rihanna ... and a bouncer! https://twitter.com/fentyskin/status/1289325660394024960
7/ Facilitated online shopping: online cart abandonment is high & brands can mitigate it by guiding customers through the conversion funnel.
@usehero is a company that bridges the physical/online experience through text messaging and video chats.
@usehero is a company that bridges the physical/online experience through text messaging and video chats.
8/ ecommerce innovation goes beyond live video and experiential. Several companies are working on AI, AR/VR, and robotics technologies.
I wrote about this in a previous newsletter that focused on the creative and campaign processes. https://holla.substack.com/p/the-devil-wears-yeezy
I wrote about this in a previous newsletter that focused on the creative and campaign processes. https://holla.substack.com/p/the-devil-wears-yeezy
9/ I identified three elements of successful fashion campaigns: engaging experiences, a business powered by memes, and creative content that aligns with the brand.
Telfar embodies these elements while creating a social shopping experience as we've seen. https://twitter.com/TELFARGLOBAL/status/1293203098937294848
Telfar embodies these elements while creating a social shopping experience as we've seen. https://twitter.com/TELFARGLOBAL/status/1293203098937294848
10/10 Simply put, luxury and fast fashion will rely even less on brick & mortar distribution as they master the aforementioned three elements of campaigns AND guide consumers from discovery to purchase.
Read the full post and subscribe below. https://holla.substack.com/p/commerce-rules-everything-around
Read the full post and subscribe below. https://holla.substack.com/p/commerce-rules-everything-around
