Nearly every social media platform has taken the plunge into the world of commerce; from Instagram’s Shops, Facebook’s Shops /Marketplace, Pinterest’s new image-recognition tools, ads on Youtube that become increasingly more shoppable, the undeniable power of TikTok, and now, Snapchat’s new shoppable show, “The Drop.”
“Snap this year will start streaming its first shoppable show on Snapchat, the company announced during its virtual presentation for the Interactive Advertising Bureau’s Digital Content NewFronts. “The Drop” will focus on streetwear collaborations with celebrities and designers.”
In addition, according to this article from Variety–
Each episode of “The Drop” will explore the relationship between the designer and celebrity collaborator. Viewers will learn about the item for sale and how it came together as well as what time that day the item will go up for sale. Later that day, at the aforementioned time, the episode will be updated with more content that includes a “swipe up to buy” call to action. The exclusive-to-Snapchat products will have limited quantity, an appeal for viewers to tune in live.
I try not to use the word “dope” very often, but this, in fact, “dope.” Snapchat reaches an enormous audience, with the heavy majority of that audience being Gen Z. As someone who has grown up in the digital age, surrounded by social media, I am consistently flooded with ads and sponsored content for hundreds of brands. With the access that I have through social media, it’s often hard to know which brands I should shop from just because of how many there are.
This is where influencers and entertainment hold so much power, and entertainment is still in its youth in terms of commerce.
It’s obvious that if Kim Kardashian wears a product from a brand and tags that brand in an Instagram post there is going to be an influx of consumers wanting to purchase that product because they get consumption inspiration from people like her. We’ve also seen products that are worn by actors in influential movies and shows become incredibly sought after and resold for a hefty profit such as the Nike Dunks from “Back to the Future.”
Snapchat is taking a different approach to implementing commerce into their platform by creating an original show that offers up the audience exclusive products that are worn and talked about by the influential designers that make them. This can capture the Gen Z consumer audience in ways that similar content on Youtube or Instagram try to with the sheer popularity and influence that Snapchat has over other platforms.
It’s common for Gen Z’ers to watch videos about the products that they aspire to buy to see them talked about in ways that make them even more intriguing. In a world where you have so many options, you want to know that you’re buying the best products, and that often means that you look for purchasing confidence from those you trust the most on platforms like Instagram, Youtube, and TiokTok. It’s also critical in an age of prominent digital selling to have videos of a product to see how it moves when it won’t be sold in stores. Due to COVID-19 there are more and more retailers embracing digital content, but none have the power that Snapchat has, and Snapchat is picking a perfect time in Gen Z’s lives to introduce this concept.
There’s no doubt in my mind that if this show could feature someone like Virgil Abloh and then sell an exclusive pair of Off-White sneakers it would be a complete success. Other big names that I think would be a huge hit: Kanye with Adidas, Post Malone via a collab with literally any brand, anything Supreme, anyone with Nike, and any kind of streetwear product that can incorporate a popular Gen Z brand like Nintendo.
With the success of other Snapchat Originals, this could also bring impactful exposure to smaller streetwear brands, as well.
Those who are passionate about the world of streetwear will appreciate entertaining content of products that are more than just a picture of a celebrity of designer wearing the products. Untapped purchasing influence lies in seeing the product move, seeing the people we love and trust wearing the products and talking to us about them, and, most importantly, adding the exclusivity factor to these products. I also love the idea of making a show because shows are entertaining and draw the audience in more than the average Youtube video of IGTV post.
Gen Z wants to stand out in a world where there are opinions and influencers everywhere, and I truly believe that “The Drop” by Snapchat will be incredibly successful and will push Snapchat into a state of even higher influence on the younger generation. Dare I even say Snapchat as a future brand?
Featured image from Mobile Marketer