- Danielle Wightman-Stone |
Google is to make street style captured and shared by bloggers and influencers using RewardStyle’s LiketoKnow.It platform during New York, London, Milan, and Paris fashion weeks searchable via its website.
The content partnership means that for the 10,000 plus influencers who use the blogger affiliate network and the Instagram shopping tool to share their looks that they will be pulled into a new special street style section on Google.
With there being at least 1,000 daily street style posts shared on Instagram alone, this will allow Google a slice of the fashion action during the fashion show season. Up until now, the search engine hasn’t been able to index any of those images to come up in people’s searches, as most of the content created lives inside apps like Instagram and Snapchat.
Google is calling it the ‘fashion week experiment’ where it will engage people to explore the world of fashion and shop products directly from curated, inspirational images on Google, in a new carousel panel that will be visible at the top of mobile search results called ‘shop the look’.
The featured images that power the shop the look experience come from brands, bloggers, retailers, and publishers, which are being pulled in from the LiketoKnow.It platform, as well as with key hashtags relevant to the fashion week, for instance, #LTKxNYFW and #LTKxLFW.
Clicking on any of the carousel images will then facilitate a full shopping experience and the opportunity, for the first time, to purchase from social media looks via Google. Not only does this mean that Google could potential steal some traffic away from Instagram but also increase the visibility of influencers content to earn money.
The partnership is part of a wider strategy around fashion week for Google, as a carousel appears when people search for “fashion week” offer them features covering designers including Marc Jacobs and Stella McCartney, as well as backstage snapshots of the biggest shows, and front-row images.
Images: Google and LiketoKnow.It