In this edition of Mastering Video Commerce, we’ve covered:
- Meta’s new holiday ad features.
- TikTok‘s Collaboration with British Beauty Council for Beauty Week.
- Amazon introduces AI shopping guides.
- TikTok‘s revamped Subscriptions feature.
Plus, insights on why multi-channel video streaming is a must, live commerce trends and tactics, video marketing resources, top podcast episodes, and how you can get 20% off your subscription with Vimmi.
TOP 4 VIDEO COMMERCE STORIES
1. Meta’s New Holiday Ad Features
Meta has rolled out new ad updates for the holiday season, including easier discount code application, updated reminder ads, and in-store promotions.
These updates, integrated with AI-enabled Advantage+ shopping campaigns, allow for creative diversification and greater campaign efficiency.
Key points:
⇨ Highlight Promo Codes: Advertisers can now highlight promo codes in ads to simplify discount application and boost purchases. New tools will feature promotions more prominently, including first purchase offers and personalized discounts, also available on Instagram Reels.
⇨ Reminder Ads: Advertisers can use reminder ads to inform users of events, launches, or sales. These ads can now drive users to mobile apps for easy in-app purchases and frequent offer notifications, boosting demand for seasonal sales by informing users about deal timings.
⇨ Site Links: Businesses can now include multiple links to different landing pages in a single Facebook ad, making it easier for people to find what they’re looking for. For example, a beauty brand could show an ad for different product categories like skincare, makeup, or fragrances. With this feature, customers can click directly to the category they’re interested in, all from one ad.
⇨ Omnichannel Approach: Businesses will have more ways to reach customers during the holidays. Meta is testing a feature that lets advertisers show ads to people who are likely to shop in-store and highlights nearby store locations. This will help customers plan visits easily. It’s part of a broader campaign tool that already lets advertisers optimize for online sales, but now adds in-store shopping to the mix for a seamless experience across both channels.
➣ Ads targeting travelers: To help businesses connect with tourists, shoppers, and visitors during the holiday season, Meta is launching a new ad feature. This allows businesses to target people who show interest in a specific location. For example, if someone is planning a trip and browsing for activities in a particular city, they might see ads from local businesses aiming to capture holiday shoppers. This new approach helps businesses reach potential customers in a more targeted way based on their travel plans and interests.
Read more here.
2. TikTok Shop Collaborates with British Beauty Council for Beauty Week
TikTok Shop has partnered with the British Beauty Council for British Beauty Week to help British beauty brands succeed in social commerce. The partnership aims to leverage TikTok Shop’s LIVE shopping experiences, which have proven successful for both major brands and small businesses. The initiative will highlight the importance of representation and inclusion in the beauty industry.
TikTok Shop will host events and panels featuring experts to provide insights on maximizing success in social commerce.
TikTok Shop will host a LIVE event, a panel discussion, and share best practices and strategies for LIVE shopping for success.
The annual British Beauty Week, which began on October 23 in London, focuses on the theme “A Beauty Industry that Looks Like You,” highlighting representation and inclusion in the beauty industry. The event will wrap up on October 27.
3. Amazon Introduces AI Shopping Guides
Amazon has introduced AI Shopping Guides to enhance the shopping experience by simplifying product research and recommendations using generative AI.
These guides are available on the U.S. app and mobile website for over 100 product types, offering educational content and customer insights to help users make informed purchasing decisions. The AI Shopping Guides utilize Amazon’s generative AI models, like Amazon Bedrock, to provide up-to-date and relevant information, making the shopping process more efficient.
AI Shopping Guides integrate with Rufus, Amazon’s AI-powered shopping assistant, for additional shopping help like answering further questions during product research and shopping.
The guides aim to improve the user experience by reducing research time and providing personalized product recommendations.
Amazon’s AI Shopping Guides can significantly benefit retailers and sellers in several ways like, increased visibility, upselling, and cross-selling ultimately boosting sales.
4. TikTok Revamped Subscriptions Aiming to Boost Creator Monetization
TikTok’s revamped “Subscription” feature allows creators to offer various tiers of exclusive content to subscribers in select countries, positioning it as a competitor to platforms like Patreon and YouTube. These initiatives reflect a broader shift towards subscription-based revenue models, which are growing faster than traditional sponsored content. Subscriptions are increasingly important for creators, especially those with large followings, as they seek sustainable income streams and deeper fan engagement.
Creators on TikTok can customize Subscription packages with three tiers to suit their style and community needs. The benefits include:
⇨ Private Communication Channels: Access to Sub Space, chats, comments, and messages for direct subscriber interaction.
⇨ Exclusive Content: Videos, LIVEs, and notes visible only to subscribers.
⇨ Community Identifiers: Unique stickers for LIVEs and badges on profiles and comments to reflect the community identity.
⇨ Customized Perks: Options like performance requests, Discord roles, shoutouts, LIVE topics, or custom perks tailored by the creator.
