Brands and bloggers can now turn loyal fans of their social media feeds into consumers. WGSN reports.
For many brands right now, being able to monetise their Snapchat and Instagram feeds is the holy grail, with many currently scrabbling to use clunky add-ons to try and make their feeds shoppable.
The latest attempt to streamline this comes from fashion/lifestyle editorial site Popsugar, which has introduced a companion app that means consumers can screen grab items that they want to buy.
Emoticode allows brands and bloggers to turn URLs into shortened links that feature the ghost and rocket emoji in the first two characters. These can be included in their Snapchat or Instagram posts.
When shoppers open the screenshot in the Emoticode or Shopstyle app, it turns the code back into a clickable link.
Emoticode links can be created and used for any web page, helping consumers navigate everything from product purchases to recipes, beauty tutorials and fitness workouts.
Popsugar said that by enhancing the consumer user experience, the tool allows retailers and influencers alike to generate sales from an increasingly engaged, influencer-loyal audience that has historically been difficult to monetise.
The technology is expected to be enabled in the PopSugar app and will be available for white label integration into other apps later this year.
Popsugar CEO Brian Sugar said: “Emoticode introduces a totally different way to shop and be inspired by shared content, driving stronger engagement for brands and maximising the ability to monetise Snapchat and Instagram content. This tool gives everyone a chance to buy what inspires them from Snapchat and Instagram.”
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