ThingLink’s interactive images expand to Facebook, again key for fashion


You might remember this piece about ThingLink - a tool that lets you tag any image, with any content, making it instantly interactive. I wrote about its potential relevance to the fashion industry when it launched embeds in Twitter, demonstrating it in action with a Burberry image (as above in a non-interactive format) that to this day is still getting regular “hovers” over it week to week according to my email alerts.

News now has arrived of its integration with Facebook. When you share a ThingLink-enabled image to your Timeline, much like with how it worked on Twitter already, fans are able to experience the content inside the image without leaving the page.

An example has been released from Médecins Sans Frontières to demonstrate it. But this once again this has enormous application for fashion brands trying to share more than just a still shot of their collections. Their videos, show music, e-commerce pages and more.

As referenced previously from Mashable: “That single photo, in essence, just became a platform of its own.” Armani is an example of one designer officially using it, and already doing so on Facebook.

On a similar note, TechCrunch has just reported on rival tool Stipple’s new social commerce element called Stipple Shopping. This allows photos to be placed on Facebook and Twitter that users can explore, compare and now actually buy from too, likewise without leaving the image. Single photos that instantly become stores therefore.

It’ll be interesting to see what cut-through these tools might have. While increasing interaction and engagement is a worthy aim, whether they can actually impact commerce is another question.

Check out the video below…

Rachel Arthur is an award-winning business journalist specialising in fashion and technology. Alongside her work as the founder and editor of Fashion & Mash, she regularly contributes to titles including Forbes, Wired, The Daily Telegraph, The Business of Fashion, Fashionista, Mashable, Dazed and more. She is a regular speaker at conferences around the world, as well as an advisor on digital strategy and innovation to leading retail and luxury brands, and a mentor to start-ups on the likes of John Lewis’ JLAB accelerator programme. She was previously based in New York as a senior editor for leading online fashion trade publication and trend forecaster WGSN, where she managed global coverage of the industry from a communications, branding and technology standpoint.