Commerce and the New Frontier of Influence

Instagram is already a destination site for those looking for inspiration and thirst traps amp160The challenge of keeping their audience engaged and on the website is critical to the longterm success and continued growth of the platform amp160The shift to an ecommerce site began in earnest this past March with Instagramamp8217s announcement of a shopping option onsite amp160People interested in a product in their Instagram feed would no longer have to leave the site to make a purchase Influencers were an essential part of the program as it would go live with a few high profile names and brands before going into full release The circular model of influencers promoting products and leveraging their audience now has the inevitable result of direct consumptionCommerce for so long the de facto goal of the influencer ecosystem is now undeniably front and center amp160Interestingly influencer marketing has often been plagued with a lack of transparency amp160Were influencers compensated for content amp160If so to what degree amp160Even with a push for clear standards drawing the line on what is an advertisement and what is authentic content remained blurry amp160The ethics might still be hazy but the desire for people to make that final click to purchase has never been more apparentFashion Nova one of the top online fashion stores has been a leader in connecting influence to commerce amp160Its most recent fashion line release with Cardi B was instantly sold out further illustrating the power of a connection with a leading influencer amp160This type of organic buzz that drives sales is precisely what makes marketers anxious to push their chips to the center and cash in on high stakes bets with influencersWhat Fashion Nova recognized is there is an advantage to being nimble and establishing credibility with influencers in an authentic way amp160Fashion Nova has accomplished offthecharts engagement via earned media due to its influencer relationships driving commerce amp160Celebrities everyday fans otherwise known as novababes and a spotlight on diversity are all contributing factors to the new marketplace of influence and commerceThe economic need to give people the content they want and drive them to the point of sale is set to explode in this new environment amp160Sifting through a reality where anything is an ad and finding the target audience is more than daunting and will require bleedingedge solutions amp160TechAI company WowYow is one of the leaders in doing the dataintensive work that will benefit publishers of content influencers and advertisers amp160There is value to be unlocked in being agnostic as WowYow doesnamp8217t dictate what people will interact with but rather capture the curiosity within the search that ultimately drives commerceCofounder Jarett Boskovich discussed WowYowamp8217s AI for Images and how these tools will add benefit to the content commerce supply chain amp160In a recent conversation Boskovich said amp8220The opportunity is to create a marketplace based on visual data amp160What Google and others did for keyword search is now possible for images and videoamp8221The new marketplace imagined by Boskovich is made possible by at least two relevant factors amp160First humans process visual data better than any other type of data 90 of the information transmitted to the brain is visual Second amp160customers overwhelmingly 74 agree that textbased keyword searches are inefficient amp160amp8220Visual search drives engagement and there are many brands that want to connect to that interaction and monetize influencer contentamp8221 Boskovich explainedamp160 amp8220But there is also added context within visual search that gives valuable information to consumersamp8221 amp160Unlocking that information suggests depth to these connections that can extend beyond clicking and moving product through a checkout queueInstagram39s increasing emphasis on the ecommerceshopping experience is just scratching the surface of the commerce opportunity amp160The less friction that exists between seeing an item and purchasing that item the better to amp160unlock value to all participants amp160Discovery can lead to conversion but the more significant game changer is for visual curiosity across all media to flourish amp160amp8220In a perfect world you would be able to search everything you seeamp8221 amp160Boskovich said amp160amp8220When you do that you can unlock contentamp8217s true potential and empower the full curiosity of consumers and creativity of influencers in tandemquotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Commerce and the New Frontier of Influence

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Philip McKenzie

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Commerce and the New Frontier of Influence

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