July 16, 2014

Twitter’s ‘Buy button’ experiment

Companies like Twitter are constantly striving to find the most effective ways to monetise their huge user-bases. This isn’t as straight forward as selling space to advertisers. An excessive rise in paid-for content can negatively impact the user experience and threaten the service’s reputation. It now seems that Twitter is experimenting with in-platform commerce – a feature which could prove popular with all parties involved.

Reports have emerged in recent weeks about sightings of a new “Buy now” button included in tweets (pictured). Naturally this has provoked a great deal of speculation about what, when and, in particular, how this will be implemented – will it be all inside Twitter? Will there be a third party involved? How simple will the process be?

Two of the major questions raised focus on security and on ease-of-use, with commenters suggesting the success of this venture will all be down to how smooth the experience is. Paul Armstrong at Gigaom said “If we see people putting in their credit card details on buses, Twitter will have failed.”

So, the process will need to be slick if it’s going to take off, and the fact that Twitter are yet to detail their plans publicly suggest they still have a fair bit to do. Provided it is pursued and well implemented, however, there could be some very exciting implications for ticket sales.

Could selling tickets directly within Twitter one day be a possibility?

From our customers’ success selling tickets within the Facebook platform, we know that buyers value convenience when buying tickets and our ability to meet this demand is an integral part of the ticketscript service. While Twitter has its obvious differences to Facebook, we couldn’t help wondering about the potential applications of this mysterious new feature for the events world.

Of course, what’s possible is very much in the hands of Twitter for the time being, but we like to keep an eye on these developments to know what may be on the horizon for key comms platforms.

Using Twitter for events now

Even as things stand, though, Twitter is a key platform for event professionals looking to spread the word about their events and a great place to engage with potential guests and visitors.

Take time to build your community and when appropriate it can be a great means of generating traffic to your ticketshop. Just make sure to include links as frequently as possible, while naturally exercising discretion and avoiding spamming your audience.

Here are some tips to check you’re on the right track.

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By Dominick Soar