The Shoppe - Uber In-App Advertising, Snapchat Trends, TikTok’s Shopify Partnership, & More!
Welcome back to The Shoppe! This week, we’re talking about Uber’s in-app advertising, Snapchat trends, American Eagle’s partnership with Twitch, and TikTok’s partnership with Shopify. Don’t forget to subscribe so you can be notified every time we post!
Uber announced that it is piloting
in-app advertisements to a small portion of users. These advertisements are shown while a user is waiting for a ride. CEO Travis Kalanick once
rejected advertising within the app because it would detract from the user experience. The ride-sharing platform has been struggling to attract users back even as most COVID-19 restrictions have been lifted. The first advertiser to appear on the Uber app is Marriott with a carousel ad, and the company plans to add in more. This is not the only way that advertisers can get involved with Uber. Uber also offers
Uber OOH, its car-top advertising where drivers can earn money for displaying ads on their vehicles. Uber is spending nearly $250 million in its effort to bring customers back to the app after the company lost nearly $2 billion in
revenue in 2020.
Snapchat has unveiled Snapchat Trends, a new
tool that allows users to track the success of a keyword or a topic. Users can input up to 5 keywords into the Snapchat Trends
website, which will display a line graph of the keyword’s usage over time and related Snaps. The website also features trending keywords to further help marketers create content. Nearly 70 percent of
teens and 25 percent of adults use Snapchat, which means that Snapchat Trends could be a vital tool in reaching a younger demographic. The social media platform
states that Trends can be used for various purposes such as product market research, creative messaging and copywriting, building user profiles, researching key moments, and for competitive research. The Trends feature comes amid Snapchat’s release of other advertiser tools. For example, Snapchat released Campaign Lab last month, which gave advertisers the ability to experiment with campaigns and see what works.
American Eagle has
formed a creative partnership with the live-streaming platform Twitch. The two companies will co-produce custom segments about gaming and other topics. American Eagle will also choose creators to partner with to highlight their brand and expand its reach. The clothing company plans to work with streamers to create collections in order to drive customers to their website. Twitch has become more popular over the past year, growing from 1.36 million viewers in January 2020 to 2.9 million in January 2021, and has been expanding its offerings to
reach non-gamers with concerts, cooking lessons and fitness classes. It is the third brand to partner with Twitch following Chipotle Mexican Grill and Ally Financial. American Eagle has concentrated on its social media presence recently, with TikTok ad campaigns and Bitmoji digital clothing collections.
TikTok is
partnering with eCommerce platform Shopify to enable in-app transactions for some accounts. A shopping tab will soon appear on TikTok For Business accounts and creators will be able to import their product catalogs. Shopify plans to
debut the product to all of its merchants in the fall. For now, creators can request to join the program through Shopify’s TikTok account, and only select merchants from the U.S., U.K., and Canada can take advantage of the feature. This new feature will also be integrated into TikTok Ads Manager for further details about any campaigns running. Shopify’s social media sales have already grown 76 percent from February 2020 to February 2021. One of the first participating merchants will be Kylie Cosmetics run by Kylie Jenner. TikTok will be among other social media platforms that have adopted in-app shopping, with Instagram and Facebook also offering their own options.
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