‘Buy buttons’ falter on social channels

Just because an ad product makes a lot of sense, it doesn’t mean it won’t fail. Twitter squashed its buy button a month ago. Facebook had previously killed its own buy button and Instagram and Pinterest have struggled with theirs as well. Sources told Digiday that buy buttons have struggled on social platforms because transactions have been clunky, inventory has been mismanaged and consumer intent was never properly understood. “Users don’t buy on social networks currently,” said Forrester analyst Jessica Liu. “Users are much more likely to discover and explore brands,