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'Consumers are hungry for brand-based social media'

Genevieve Kunst, Managing director of fashion search engine ShopStyle

In the June 22 issue of Drapers, Paul McManus, chief executive of brand agency Crave, said brands should stop spending on social media campaigns that don’t turn into shopping opportunities. But we have found the opposite to be true - people want to interact with social media and buy what they see.

We’re partnering with a new interactive fashion magazine that has requested shareable video content from brands, and there is a raft of these commercially minded digital magazines with click-to-buy buttons behind editorial, as well as video and other content from brands.

We consume media in new ways, from reading it to clicking to buy and sharing on social sites. These magazines aim to be fully interactive, so as well as click-to-buy buttons, they are also demanding social content to make us linger longer.

Of course, not all social media works commercially. Facebook has remained a site primarily for communicating with friends. But Pinterest is a fashion lovers’ treasure trove, visual and clickable, and sends significant traffic to retailers.

These magazines have done their research and know that the 20 to 45 age group will take the time to view content that expands on the editorial they’ve read, presenting us with a hungry new audience.

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