Popsugar has found a way to make Snapchat shoppable, introducing a companion app that enables users to screenshot what they want to buy.
Emoticode, as it’s called, allows brands and bloggers to convert URLs into shortened links that feature emojis in the first two characters. They can then include those in their Snapchat stories, or indeed their Instagram posts. Once someone screenshots them and opens the resulting image back in the Emoticode app it decodes them into clickable links once more.
Like some of the existing third-party social shopping apps for Instagram already out there, it’s somewhat of a clunky process, but it’s a workable one at this stage.
Popsugar, does of course also own e-commerce site ShopStyle, which acts as the foundation for bloggers to use these emoticodes to monetise their social posts. The business model is therefore an affiliate one – Popsugar will take 15% of each sale that occurs. Launch brands also include Uniqlo, Nordstrom and Sephora.
“It was clear that people wanted to take action from our snaps and it wasn’t as easy as it could be. The lightbulb went off,” PopSugar’s CEO, Brian Sugar, told Digiday. “It works for shopping. It will work for recipes, workouts, articles, really anything you want to engage more with beyond a snap or an Instagram post.
Businesses using the emoticodes will also be able to measure ROI – monitoring clicks, orders, revenue and conversion rate. The codes can also be used on the ShopStyle and ShopStyle Collective apps and so far in the US, UK, Australia, Germany and France.