Where digital meets travel + lifestyle … A collection of can’t-miss news from this week. Sign up to get the TURNER Weekly Download in your inbox every Friday.
The Good, the Bad & the Instagram
We’ll start with the good news: this week, Instagram revealed that users can now share 60-second videos, a large increase from the 15 seconds we’re used to. Like any update, it’s not opened to everyone yet, but will be slowly made available for all users over the next couple of months. The bad news? Instagram will no longer share posts in chronological order and has told advertisers to approach the new algorithmic platform the same way they do for Facebook. It’s a pay-to-play world, folks.
Augmented Reality is a Reality
You don’t have to visit a store to try on makeup anymore. Sephora’s mobile app includes a Virtual Artist tool that allows users to test out different lipstick shades while using a front-facing camera. An “add to basket” button is featured on top of the colors once they've tried them. This augmented reality tool might make users more willing to purchase products online, having already “tried it on.” Sephora said it is still too early to disclose any analytics, but the app has received 1.6 million visits and 45 million “try ons” since its launch eight weeks ago.
The Ongoing #Missadventures of Kate Spade
Global lifestyle brand Kate Spade is changing up the game as to how it wants its ads to be seen. With a major success in the #Missadventure campaign featuring Anna Kendrick, the fashion brand is rolling out another season. This season is all about entertainment over advertisement, featuring a story that is bigger and broader, depicting an array of interesting women leading interesting (and humorous) lives. Kate Spade hopes the series will be perceived as an episodic TV show, so video promos on Vanity Fair and Hulu launched this week as well. There is also a microsite with a series of shoppable videos with links to the Kate Spade products.
E(ditorial)-Commerce
Harper’s Bazaar’s stylish editorial content inspires readers to shop – and with its online e-commerce store, ShopBazaar.com, the inspiration-to-purchase loop is closer to closing. The site launched in 2012, but the magazine has recently begun to incorporate a “Shop the Story” feature into its print edition, with editors working with merchants to ensure that all of the products featured in print magazines are available for purchase on ShopBazaar. It’s working: ShopBazaar’s introduction has caused a spike in conversation when subscribers receive copies – and the products featured in the magazine make up the majority of resulting sales.
ICYMI: March Favs from the TURNER Spin Kitchen
This past month, Jeff Maldonado shared with us the top three trends from SXSW, as well thoroughly explained the importance of reddit ?. Reghan Tank offered a job to 50 Cent (we still haven't heard back from him), while Tyler Wilcox and the TURNER team did an interesting roundup of the best outdoor adventures for this spring.
Admin : March 17, 2017
Tyler Wilcox : August 30, 2019
