Marks & Spencer has become the first retailer to sign up for new social video technology.
The Chatter tool, from video agency Adjust Your Set, embeds social media content into video content. Brands can use it to search for, capture and curate conversations about a topic from Facebook, Twitter and blogs that can then be made available online, through mobile phones, in-store and for outdoor broadcast.
Chris Gorell Barnes, chief executive of Adjust Your Set, said: “The power of social is undeniable; we have measured up to 50% higher engagement in video recommended by peers in Facebook than those found via search.
“This service can replicate this effect but on a brand’s own site and under their own control.”
The technology will first be seen in action on Marks & Spencer's site. Adjust Your Set has produced and managed the retailer’s online TV channel since 2009.
Its head of web operations, Simon Wood, said: “With more focus on social networking we need to be able to listen effectively to what our customers are saying and engage with them in the most relevant way.
“Social video is a huge growth area in online marketing and we’re excited to be at the forefront of this new channel.”
To see a demonstration of the Chatter tool click here.