According to a recent announcement in the Meta Blog Post, Facebook’s parent company has announced the discontinuation of the “Live Shopping” feature starting October 1st. The reason cited is the changing behavior of users, who are increasingly consuming short video content. As a result, Facebook wants to focus on Facebook Reels instead. What are the details? Marketers must not miss this. If you’re ready, let’s take a look.
Ending the Live Shopping Service
The Live Shopping feature on Facebook was designed and developed to make it easier for users who want to sell products online. It encouraged users to livestream to interact with viewers in real-time while selling products or services on the platform. It also used various additional functions to create events to encourage viewers to feel more interested in the products or services.
Facebook began testing the Live Shopping feature as early as 2018, eventually deciding to launch it fully in 2020. They have consistently supported user groups who are merchants on the platform. However, with the increasing popularity of short videos, Meta has decided to discontinue the Live Shopping service within October 1st. Nevertheless, users can still use the Facebook Live feature or livestreaming as usual. However, they will not be able to use functions such as creating Product Playlists or Tagging Products. This means that if users want to promote products or services, they may need to look for other channels, such as purchasing advertising through Display Ads or others.
Meta Will Focus More on Reels
One of the main reasons behind Meta’s decision is the increasing popularity of short video content consumption among users. This has led Facebook to need time to focus on developing Facebook Reels to keep up with competitors in the market like TikTok or YouTube Shorts.
Facebook stated, “We are focusing on Reels across both Facebook and Instagram, which supports more short-form video content. If anyone wants to reach and engage with users, they can use Reels or Reels Ads on both Facebook and Instagram immediately.”
Business Insider commented that this is not the first time Meta has decided to discontinue services or features that help users on its platform. For example, last July on Instagram, there were features like Reels Play Bonus and others.
It’s worth noting that social media platforms are starting to implement various strategies, including adding new features and reducing some features to focus or develop other features that seem more suitable for modern consumers. For marketers or brands looking for online marketing channels, they need to closely monitor these trends to ensure that their marketing strategies do not go wrong.
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