Wait for it: Mik Mak Attach is about to be every advertising agency’s best friend in the world. It’s the first-to-market shoppable video layer that can be edited into every Instagram and Snapchat video and drive traffic to e-commerce platforms for shopping. Shoppable video has the potential to change the advertising game, but do consumers actually care about shopping on social media?

Brands including Birchbox, Dr. Brandt Skincare, GoPro, Beautyblender and SheaMoisture are testing Mik Mak Attach so users can purchase branded products on Instagram Stories and Snap Ads with a single URL. MikMak Attach allows brands to turn social video views into direct sales, without users ever having to leave Instagram or Snapchat.

Marketers, advertisers and publishers have been stuck in hell since the advertising revenue model shifted, and media buyers started asking for digital data that would proved a return on investment for their advertising campaigns. Publishers and media companies, for the first time, began having to prove that the traffic on their websites generated sales for advertisers. The commercialization of social media has added even more pressure on publishers who need to attract and retain a readership, and now market to them and appeal to advertisers too.

Mik Mak Attach is the first viable option for publishers to add to their social media marketability beyond reach, where sales are concerned. Mik Mak Attach is an incredible option for B2C brands who market to their community directly.

Here’s how it works

All users have to do is swipe up after viewing an Instagram Story or Snap Ad, and they are directly connected to the brand’s owned e-commerce pop-up window. When a user taps the “Add to Cart” link, the item goes directly into the brand’s owned e-commerce cart. Even if a user abandons the transaction during the session, the item remains in the brand’s owned cart so the user can check out on the general web, or the brand can later re-market it to the user.

Social commerce is about to become huge

Instagram said last month that it was rolling out its Shop Now functionality more widely, after testing it out with 20 brands last November. MikMak Attach will remain in beta through May.

“We realized that our app wasn’t going to be the Trojan horse in this equation; the platforms dictate everything,” said Rachel Tipograph, founder and CEO of MikMak. “So our strategy is to be an agnostic partner to all.”

The post Brands are testing shoppable videos on Instagram Stories and Snap Ads appeared first on Digiday.

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