In a move that appears to reflect a greater concern for micro-video content than its plans for growth and variety of content, Facebook announced the imminent elimination of live shoppinga feature that allowed creators and brands to interactively sell their products through live broadcasts, which also allowed them to connect with their viewers and gain new customers.
Live Shopping says goodbye on Facebook… but will continue on Instagram
After two years of testing and beta versions, the social network has decided to close live shopping for concentrate all your efforts on driving the reelssomething that Meta has already done with Instagram,
In its official statement, Facebook: “As consumer viewing behaviors are shifting to short-form video, we’re shifting our focus to reels on Facebook and Instagram, Meta’s short-form video product.”
The official closing will be on October 1 and after this date it will no longer be possible to host new or scheduled live shopping events. It will still be active and can be used to broadcast live events, but creators will not be able to create product playlists or tag products in their Facebook Live videos. Equally, Instagram Live Shopping will remain available.
The fight against TikTok and the younger audience
There is no doubt that the last two years have been of many changes and tests for Facebook, that is looking to catch the attention of content creators, brands and younger audiences.
And it is that according to conducted by IAB Spain and, although Facebook is still in the top 10 most used applications, since 2020 it is in a clear decline of use and abandonment by the younger generationsespecially between the ages of 12 and 17, who prefer to use .
Of course, despite the fact that TikTok has become the , with more than 3,500 million downloads globally, a figure that has not been repeated since 2018, Facebook continues to remain one of the most downloaded, especially from Android devices and the main social network for millions of users globally. However, not all of the content formats that Mark’s social network seems to work for, and in its various attempts to retain users and gain the attention of younger people, the platform has left several features behind.
In recent years and seeing the results of TikTok, Meta has created a with the aim of bringing Facebook back to its golden years and the strategy it has chosen has been to copy the Chinese micro-video social network. Own mark zuckerberg asked his executives redoing the feed to make it more TikTok-like, as well as changing the behavior of its algorithm.
Trial and error: the many changes in the content of Facebook
But they don’t just care about audiences, they also care about content creators and how to monetize the work they do. This is why they made a called “Creator Marketplace”where both brands and content creators can more easily discover and communicate to start collaborations together.
Likewise, the company expanded its monetization offerings for content creators like Facebook Reels Play Bonus, a program with which Instagram reels can be published on Facebook and monetized
Secondly, after a year of getting carried away by the podcast boom that the pandemic brought and experiment with them, closing its central audio hub, the place where all audio content was stored, and eliminating its short-form audio function of less than five minutes called Soundbites.
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