LVMH-owned beauty retailer Sephora, known for its technological innovations in marketing and retail, is taking its social engagement strategy one step further by adopting a solution that will reward users with gift cards via social media.
Last week, Twitter announced it was discontinuing Vine, a development that triggered a firestorm on its own platform in no small part due to surprise from marketers, who drew lessons from its rise and fall.
Twitter’s plans to scale back its buy button alludes to a stalemate for retail on social media as consumers fail to adopt native shopping experiences, although Facebook, Instagram and Pinterest could still prevail.
Twitter’s recent update in which image links and tags no longer count towards a post’s character limit allows for brands to be more expressive with consumers, including with photos and videos, but marketers need to make sure their message is relevant and useful.
Social media advertising is expected to grow 30 percent or more this year as measurability improves and as the number of important platforms and types of units widens, challenging marketers when it comes to deciding where to allocate spend.
With Snapchat revealing this week that it has 100 million daily users and 8 billion video views per day, the platform’s potential to pull advertisers away from Facebook, Twitter and other social platforms is being realized.
Luxury Daily’s live news from Feb. 22 – Burberry leverages Sephora’s audience to promote runway beauty; Four Seasons preps parents-to-be with relaxation package; Tiffany boasts large community, but limited engagement on Twitter: report; Ocean Drive explores Miami culture in episodic series.
With 1.4 million Twitter followers, U.S. jewelry brand Tiffany & Co. places first among the top 10 jewelers on the social media platform, per Digital Luxury Group.
With Twitter facing an ongoing challenge driving usage rates, the company is investing heavily in live streaming platform Periscope to drive engagement and ad revenue as video use continues to grow.
Twitter’s $1 million price tag for branded emojis during the Super Bowl suggests takers such as Anheuser-Busch and PepsiCo see significant value in the still-new marketing tactic, but others should get a handle on measurement before diving in.