Pinterest is looking to lean into the rising live-stream commerce trend, which has already gained huge traction in China, with its own series of live shopping events, via a new initiative called ‘Pinterest TV’.
As explained by Pinterest:
“Today we’re announcing Pinterest TV, a series of live, original and shoppable episodes featuring creators right on Pinterest. Pinterest TV episodes are refreshed each weekday and will be recorded and available for Pinners to view on-demand, and save and rewatch later.”
The new series of shopping-focused live-streams, beginning on November 8th, will give Pinners the opportunity to take up exclusive deals in the app, via engaging, immediate live-stream broadcasts.
“Each Friday, products will drop in a live shopping setting where Pinners can take advantage of discounts from brands including Patagonia, All Birds, Crown Affair, Melody Ehsani, Outdoor Voices, Mented and more. Simply click the TV icon in the upper left corner of the Pinterest app to view episodes, interact with hosts, ask questions via chat, and get answers live.”
Pinterest has been exploring its own live-stream options as a means to maximize its eCommerce push, with the platform recently launching a series of celebrity-led live-streams in the app as part of its ‘Creators Connect’ event.
Pinterest TV is the next evolution of the same, bringing a new level of immediate interaction and shopping activity direct to the app – just in time for the holiday shopping push.
In addition to this, Pinterest’s also launching a new initiative to help more creators launch their own shopping live-streams in the app.
“Along with Pinterest TV, Pinterest is launching a virtual studio where Pinterest producers work directly with each creator to develop unique content, providing “backstage” A/V support, and go live with engaging episodes.”
That will help expand the platform’s live shopping focus, and give more creators more opportunities to sell within the app.
eCommerce is the key trend of focus for virtually every social app, based on the rising interest in online shopping, as a result of the pandemic, and the opportunities that in-stream buying can then facilitate for direct revenue, revenue share for creators, usage behaviors, etc.
Pinterest had actually made product discovery and shopping its key focus long before the pandemic, with CEO Ben Silbermann noting back in 2016 that it was ‘not a social app’, but that instead, Pinterest had evolved to become ‘a catalog of ideas’. As part of this, shopping has always been the logical progression, and it’s been working to facilitate its eCommerce vision ever since, with streamlined catalog ingestion tools, shopping platform integrations, AR product display options, improved discovery and more.
As such, it’s little surprise to see Pinterest also leaning into the live-shopping push, which, as noted, is already huge in China, and has also already been taken up by Instagram, TikTok and YouTube among others.
And it could well become the next big shift. Indeed, according to McKinsey, China’s live-commerce space is on track to become a $423 billion market by the end of next year.
It’s immediate, it’s engaging, and it can spark impulse buying behavior, while also helping to boost brand awareness and connection.
And maybe, it will become a key part of the Pinterest shopping process as well.
Source Here: socialmediatoday.com
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Instagram Launches Live Test of Longer Videos in Stories
After it was spotted in testing last month, Instagram has now officially launched a live test of 60-second videos in Stories, which will mean that longer video clips will no longer be split into 15-second segments, and played across various Stories frames.
We asked Instagram about the update, and it provided this statement:
“The ability to create longer Stories posts comes highly requested by our community. We’re excited to be testing 60-second Stories so that people can create and view Stories with fewer interruptions.”
Instagram says that the option is currently being tested with a small group of users, with a view to providing more creative freedom, and further integrating the app’s various video options to streamline its creative tools and functions.
Which, really, is the key focus. Back in January, Instagram chief Adam Mosseri flagged a coming consolidation of the app’s video products, with a view to better facilitating creation, and scaling back the platform’s various tools. That started with the merging of its video feed posts into a single format early last month, along with the retirement of the IGTV brand.
As Mosseri explained to Decoder:
“We’re looking about how we can – not just with IGTV, but across all of Instagram – simplify and consolidate ideas, because last year we placed a lot of new bets. I think this year we have to go back to our focus on simplicity and craft.”
The re-thinking of its approach has been largely influenced by TikTok, which has become the most popular social app among young users, overtaking Instagram as the cool place to be.
Part of TikTok’s core appeal is simplicity – on TikTok, you open to a full-screen feed of video clips and live-streams, with all of it combined into one, optimized, focused listing, tailored to each individual user.
Instagram is far more segmented, with Reels in a separate feed, and Stories in its own section. That could be restricting optimal take-up, which is why Instagram’s now looking to bring all of these elements together, which will also, eventually, enable it to showcase the best of each aspect in a single, more-engaging stream.
The expansion to 60-second video clips in Stories is another step in this gradual merging, which, at some stage, will likely see the app open to a full-screen feed of Stories, feed posts and Reels, all in one, enabling IG, like TikTok, to use the full breadth of uploaded content to maximize user engagement.
It’s still a way off that next stage, but longer videos will mean that users can now post full Reels to Stories, for example, essentially merging the two functions automatically. Then it’s just determining how it shifts from the traditional feed to a more Stories/Reels aligned one instead.
That’s a bigger step, and a more fundamental change for the app. But as part of Meta’s broader focus on winning back younger users, you can bet that it’s coming, and likely sooner, rather than later.
Which is why this new test is a significant step. It’s limited for now, but you can expect to see longer Stories videos coming to your Instagram app sometime soon.
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