Social commerce interests me because it may be the greatest form of marketing manipulation ever conceived. Essentially, companies are recording your specific likes and dislikes then tailoring those preferences into the perfect shopping experience. With the exception of the mind reading machine that Google is working on, I cannot think of a more focused way to access customers.
That being said, I have always fancied myself as someone who could resist the dark art of social commerce. That is until I decided I needed a new watch. After browsing through different sites I stumbled on a particular pocket watch at the flash sale site JackThreads. Again, thinking that I was impervious to social commerce I shrugged the watch off and decided that I would pick it up later.
Well, later was today and much to my surprise the watch is gone. After visiting the watchmaker’s actual homepage I have found that without the flash sale the purchase would cost me over 40 percent extra.
Damn you JackThreads, you got me. Now every time I see something I want to purchase at a flash-sale, I will have to snatch it up in fear of missing a bargain. I blew it, I played right into your hand and now I am not better than people spending Thanksgiving Day lined up outside of Best Buy.
As a new media artist, using a ‘flash-sale’ strategy like JackThreads can increase the demand for your work as well as create a ‘limited release’ appeal around it.
New Media artists take a note from JackThreads and social commerce in general. Make events or releases temporary. I saw an example of this yesterday when Machinima and Bammo teamed up for a live cast. Live casts will only last between specific time parameters and once it is gone it is gone for good. The people who missed the event will now be continually checking to see if any new live casts are happening, thus increasing traffic and return rates.
Make Your Content Limited
The same applies for non-video artists as well. Writers and photographers release free copies of books and prints all the time. By making free versions limited, those who missed it will put your work on their radar for future giveaways. Marketing executives use the phrase ‘limited’ liberally for a reason. People naturally respond quicker to product that seems fleeting.
Make Your Content Wanted
The frequency in which you use the concept of ‘flash marketing’ is also important. If every thing you do on YouTube is a live cast then that is what your audience will begin to expect from you. The concept of limited content is no longer relevant once your fans begin to expect it. Sites like JackThreads do not feature watches on sale everyday, which makes people rush to buy them when they are available.
Have you fallen under the spell of social commerce before? Let us know in the comments below or tweet us at @NewRockstars