Twitter Cards Expansion and What it Means for Ecommerce
Twitter announced the expansion of Twitter Cards this Tuesday, at a mobile platform event held at their San Francisco headquarters. This is a big step forward on understanding the impact of content shared behind a t.co link and direct ROI from Twitter.
One of the best impacts will be the ability to deep-link to inside your mobile application across the Twitter platform. Instead of asking your users to post high scores and other minutiae to their Twitter feed, deep-linking is an opportunity to see measurable impact sharing great content on Twitter.
Path’s Dave Morin quoted on stage at the Twitter Cards event said “Twitter by far is our #1 network.”
Twitter is also playing catch up with Facebook on driving mobile App installs directly from the feed to the AppStore. If a user doesn’t have your app installed when viewing a new Card type, they can be directed to the AppStore from within Twitter as a more efficient distribution channel. To implement, all you need is to enter your AppStore ID number into the meta data and Twitter will handle the rest.
The new Twitter Product Cards are where Ecommerce companies will start to see the biggest move on attributing product sales to the Twitter stream. Deep-linking directly to product descriptions and reviews will turn followers into users and advocates. Again, Twitter is putting the emphasis on making great content viewable and inline, but providing a more direct path to purchase back across the App Ecosystem. One component that will hold back Brick and Mortar retailers from using Product Cards will be the lack of knowledge around local product availability within Twitter advertisements. If your local Best Buy does not carry the top consumer reviewed TV shared in a Tweet, it will not provide a good in-store customer experience.
Twitter has also decided to pre-cache images, links, and content shared to Twitter with a real time crawler in the name of security, load times, and mobile platform capability. This will spare your content servers from crashing and handle the global network distribution.
Other Cards included an expanded Gallery Card allowing for 4 content images to be shared within a single Tweet instead of 1. In additional to the 8 new Cards types announced, Twitter expects to have hundreds of Cards available and they are asking for developer feedback on implementation ideas. Some early partners include online sales payment platform Gumroad, Flickr, SoundCloud, Storenvy, and Foursquare.