Meta is getting rid of its live commerce features. Both Instagram and Facebook are about to lose a feature that might have been a big hit for online marketers. So why did they make this sudden move? And what can marketers do with the empty hole left in their content calendar by the live commerce option? We explore.
Why get rid of Live Commerce?
With Meta’s unsubtle attempt to push both Facebook and Instagram into more of a retail space than a communication space, this move to get rid of live commerce is somewhat surprising.
Somewhat. Meta’s love of retail is only rivalled by its love of the Metaverse and VR, and it has been reported that Meta is shifting its money from some lesser used features and redirecting it into the Metaverse. But that isn’t the reason Meta is giving.
As explained by Facebook: “As consumers’ viewing behaviours are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short-form video product. If you want to reach and engage people through video, try experimenting with Reels and Reels ads on Facebook and Instagram. You can also tag products in Reels on Instagram to enable deeper discovery and consideration.”
It also appears to have been a move initially incited due to the international appeal. Apparently, the live commerce idea is huge in China, where revenues are predicted to reach $400 billion. However, western audiences don’t appear to be as enthused.
Tying into that, an insider at Instagram seems to think there is a lack of enthusiasm from western creators and specifically that the feature was difficult to use.
“It didn’t really feel like it was that turnkey,” said one creator industry executive.
“If the ease of use isn’t there and there’s not a definitive payoff, creators are just not going to do it,” said another creator industry executive.
“They kind of shot themselves in the foot by — instead of saying ‘We just want to get people used to this behaviour on our platform’ — they wanted to overly curate it,” said a third creative industry executive.
So, with live commerce now dead in the gutter, what other option does the stressed affiliate marketing manager have for outlets of their product? It turns out a lot. There is a range of social media features and even platforms that are being ignored. Take a look at our suggestions for the best ones.
First of all, Instagram is still a good option
Instagram is already a marketing hub, where the original influencers really planted their flag. That’s not about to change with one step away from a feature that was met with a resounding ‘meh’ from the western world. But Instagram also has a lot of useful features, like product tagging, profile shops, and an affiliate marketplace that is designed to put affiliate managers in contact with creators. All of these are great options to help you stay on the platform and market to the Instagram masses.
Pinterest is making a lot of Instagram-esque moves lately, which make them a great option for where to take your marketing campaign. A lot of new features have been added but so have a lot more active users. About 38 million between 2020 and 2021 to be exact and growing.
TikTok
But all of these platforms have a habit of ‘taking inspiration’ from one platform, so why not go right to the source? TikTok might not be big on features yet, but it has an engaged live streaming option and has naturally evolved into the place where users find and buy their favourite items online. Take a look at our blog for tips on how to sell on TikTok.
Twitch
Then again, there is the home of live streaming: Twitch. Twitch has made its name off of gaming content, but that doesn’t mean that’s the be-all and end of all of its content. Big names make money demonstrating how to use or even build items, like a gaming PC on streaming services, others bake, and most simply talk. Applying all the tactics of live commerce marketing to a much bigger platform that is known for its streaming audience is a no-brainer.
If you’re interested in more affiliate or social media marketing advice, take a look at our blog for all the latest updates. Or for a more personalised approach, book a free call with a member of our team.
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