Facebook To Shut Down Its Live Shopping Feature: What To Do?

Users will no longer be able to create or plan any Live Shopping events on Facebook as of October 1, 2022. The statement came shortly after news broke that TikTok had abandoned plans to launch TikTok Shop, its own live eCommerce platform, in the US and continental Europe.

Brands and customers must say goodbye to Facebook Live Shopping, which combines the thrill of live streaming with the ease of online shopping. And although many people may not be concerned about the impending loss of the Facebook function, some firms might be taking it more personally than others.

Continue reading to find out more about the news and what companies may do to respond.

What Is Facebook Live Shopping?

Facebook Live Shopping was launched in 2018 after undergoing beta testing and several small-scale trials. In 2020, Facebook made the capability available to the general public so that merchants may organize sales events while live-streaming on the social media platform. It is an unusual and interactive technique to sell on Facebook that involves viewers and draws in new clients.

The world's largest social media platform started experimenting with "Live Shopping for Creators" in the fourth quarter of 2021, allowing businesses and content producers to cross-stream on both pages rather than limiting visitors to one. The company has launched "Live Shopping Fridays" in an effort to raise awareness and persuade bigger brands to try live shopping on Facebook.

With live shopping on Facebook, you can:

• Create a product playlist to customize the streaming experience.
• Launch Facebook live videos through mobile or desktop.
• Demo your products while live streaming on Facebook.
• Allow viewers to purchase directly from your livestream shopping event.

Why Is Meta Shutting Down The Facebook Feature?

Facebook explains in its announcement,

“As consumers’ viewing behaviors are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short-form video product.”

The livestream shopping option initially changed the game for both businesses and customers, but interest waned over time. China is an exception, as livestream shopping is still very common for its retail and eCommerce enterprises, while the rest of the globe is moving toward short-form video like Reels on Instagram and Facebook.

Facebook was unable to capitalize on the enormous Asian market since it is illegal in China, which could have been enough to sustain its livestream shopping service.

Facebook Live Videos Are Here To Stay: Retailers Can Still Sell While Live Streaming On Facebook

Live selling on Facebook can continue but minus the features (customized product playlist, product information and purchase options). So if your brand could do without the features, then, by all means, indulge your customers and let them continue live shopping on Facebook.

However, if you need help selling on Facebook live videos with the lack of features, a Facebook marketing expert can help your brand turn to effective workarounds.

Facebook Marketing Expert: Short-Form Videos Are The Way To Go (Reels On Facebook And Instagram)

Facebook recommends testing Reels on Instagram and Facebook in the announcement. Then, you may tag things in Reels on Instagram or run Reels advertising to pique viewers' attention and curiosity further.

It makes sense that TikTok would be the most widely used website for watching short videos. Nevertheless, YouTube asserts to control 80% of the market in the United States for those over the age of 16. With around 61 percent of the market, Facebook is interestingly ranked second. TikTok is in third position with 53.9 percent.

Because a short-form video is one that is under 10 minutes in length, Facebook and YouTube rank higher than TikTok.

Facebook video statistics:

• Facebook Reels are now in 150 countries. (Meta)
• Facebook is second to YouTube in live video, with 42.6 percent of user shares. (eMarketer)
• Facebook beats out TikTok for short-form videos with 60.8 percent of user shares. (eMarketer)

Instagram video statistics:

• Ninety-one percent of active users watch Instagram videos weekly. (Meta)
• 675.3 million users can be reached with ads on Instagram Reels. (Meta)
• Ninety-two percent immediately act when they see something on Instagram. (Meta)

These figures highlight why brands should focus more on short-form videos in their social media marketing strategy.

“Facebook and Instagram will reward users using the channels’ different elements,” said Peter Baloyi, PSA’s senior social media manager and resident Facebook marketing expert.

“Don’t fall behind, and start testing short-form videos today!

Capitalize On These Types Of Videos For Social Media Marketing

Reels have, rightly, changed how people see video content. The social media sites, including Facebook, Instagram, TikTok, and YouTube, give users enjoyment and information while giving social media specialists a potent tool for interacting with and converting on social media.

User-Generated Content (UGC). Consumers generally prefer UGC, providing a stronger impact on consumers’ purchasing decisions than videos created by brands or influencers.

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As per a HubSpot research blog, UGC provides a good return on investment (ROI), with 40 percent of social media experts surveyed labeling it as a high-ROI format.

Banking on UGC is a tactic many brands do today; even content creators do this with the rise of reaction videos. Without using a lot of resources, content creators and brands have the power to stir strong emotions that could lead to purchases simply by sharing one another’s content.

Frequently Asked Questions (FAQs). Creating a summary of answers to frequently asked consumer questions can simplify your audience’s purchase journey. FAQs may relate to common inquiries about your products or general industry concerns for which people seek solutions.

As such, it’s wise to make it a practice to weigh in on relevant trending topics so your audience would learn to view you as an industry expert.

Behind-the-Brand. Customers seek out brands that are authentic and transparent on social media. So if you’re selling on Facebook, nourish your current customers and pique the interest of new ones with behind-the-scenes (BTS) content. For instance, you can shoot a day in the life of a CEO video.

A Sprout Social study reveals that customers tend to feel more connected to brands that show the people behind the company. Meanwhile, 70 percent of respondents indicated they connected with brands more when the CEO was engaged on social media.

Trends. Spare a few minutes regularly scrolling through Facebook and Instagram Reels and visiting the profiles of other creators to see what they’re sharing. Keep an eye out for songs, audio clips or dance trends that repeatedly come up, and jump on the trend before it becomes woefully outdated.

Many leverage trends to promote their products organically. With trends, you don’t need a large budget to raise your brand’s awareness and potentially go viral.

Explainer. Google reports that instructive how-to videos with titles like “for beginners” or “step by step” increase global watch time by more than 65 percent yearly. The data show how much individuals rely on videos to acquire knowledge, including how to use products and develop new skills.

Since explainer videos help viewers in their daily lives, they are the ideal added-value material. As a result, brands that prioritize educational videos for social media marketing foster greater demand and brand loyalty.

Turn To PSA’s Video And Social Media Marketing Experts

In the fourth quarter of 2021, more than half of the top 20 Facebook posts were short-form videos, so if there's one thing companies should learn from the Facebook Live change, it's that (Integrity Institute).

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When done carefully, video creation and marketing are a great way to reach consumers who are in the decision-making phase of the buying process and convert them to paying customers.

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Understandably, some firms may still find it difficult to switch to Reels on Facebook and Instagram since they're used to longer videos. However, brands can profit from short-form films thanks to PSA's social media marketing specialists.

From concept to social, "our teams at PSA can assist you put together your video strategy," Tear added. "We collaborate with you to plan, shoot, and edit your videos to achieve your goals."

For a free video marketing consultation, contact our team.

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