Facebook Live Shopping is coming to an end in favor of Reels

Facebook Live Shopping Events appears to be another casualty of Meta’s shift to short-form video. Live shopping events on Facebook will be discontinued on October 1, according to a source on the company’s website. With it, Facebook business owners can showcase their products to their followers in live video — sort of like a personal home shopping network. Merchants can notify their Page followers of upcoming live shopping sessions and accept payments through Messenger.

In lieu of such sessions, Meta is asking merchants to consider showcasing products via Reels, Reels Ads, and product tagging on Instagram Reels. “As consumer viewing behavior shifts toward short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short-form video product,” Meta said in his post.

It’s no surprise that Meta is pushing more and more merchants into Reels and Reels ads, especially given that the latter hit $1 billion in annual sales this year. Much to the chagrin of users who miss seeing their friends, Instagram and increasingly Facebook have continued to insert ads and suggested posts into user feeds. But thanks to a recent user-led backlash, Instagram has agreed to scale back testing of its recommendation and video-centric features — but only temporarily.

Over the past two years, TikTok’s status as the reigning Gen Z app has prompted other social media platforms to do some to target younger audiences. In light of Meta’s first quarterly revenue loss since going public, CEO Mark Zuckerberg has viewed Reels on Facebook and Instagram as a crucial part of the company’s recovery plan. Instagram users now spend most of their time on the app watching Reels, although likely a significant chunk of that time was spent looking at newly posted TikToks – leading to the platform producing some videos from its competitor.

Meanwhile, Meta continues to push users to create more original content on Reels. In one, Instagram boss Adam Mosseri said more of the platform would emphasize videos “over time” — despite criticism from followers who miss Instagram’s earlier focus on photos. Last month, Instagram started automatically converting videos shared on public Instagram accounts into reels and adding a set of reels to make creating reels easier.

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https://www.engadget.com/facebook-live-shopping-ends-october-2022-202501693.html?src=rss Facebook Live Shopping is coming to an end in favor of Reels

Russell Falcon

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