Starting on October 1, 2022, Facebook will retire its Live Shopping feature.
Facebook and other platforms are starting to focus more on short-form video content (and so should you!)
There are many advantages to using Reels as part of your marketing strategy.
“Out with the old and in with the new,” is a positive mindset to have as we say goodbye to summer and hello to fall. It turns out that autumn is the perfect time to ditch old digital marketing tools and swap them for new ones. Facebook Live Shopping is one such tool that we’ll all have to part ways with. Here’s what you should know about this news headline and some alternative tools that business leaders can implement after the Live Shopping feature has retired.
When Is Facebook Live Shopping Going Away?
According to Meta, the extinction date for this feature will be October 1, 2022. Starting on this date, you won’t be able to host any new or scheduled Live Shopping events on Facebook. It’s important to note that Facebook Live will still be a thing. So, you can still use Facebook for your business’s live events.
Live Shopping’s phase-out will also sound the death knell for two other product-related marketing tools on Facebook. The cut-off date of October 1 will also be the cut-off date for tagging products and creating product playlists in Live videos on the platform.
What Is the Reason Behind the Change?
Live Shopping has only been around for a few years, ever since it first emerged as a trend in Thailand. Facebook bought into the trend in 2020, so it’s only been around a couple of years on this specific platform. Considering the short duration of the Live Shopping feature, it’s normal to ponder the potential reasons for the change.
Some sources claim that Facebook is just copying TikTok, a platform whose team has decided to steer away from live shopping for their European and American audiences. Apparently live shopping isn’t as popular in these regions as it is in places like China.
Other sources believe that the change has more to do with Facebook’s focus on Reels. Even Meta implied that the shift is directly tied to the popularity of short-form videos. In other words, consumer behavior is one of the primary reasons that Live Shopping will soon be a thing of the past.
What Are Some Alternatives That I Can Use Instead?
If you’re a business leader, you’re likely wondering what tools you can use in place of Facebook Live Shopping. Thankfully, Reels aren’t going away any time soon. So, you can take Facebook’s lead and focus more on this marketing tool.
Exactly what does that look like? Meta recommends two routes: 1) tagging products in Reels on Instagram and 2) using Reels ads on Facebook and Instagram.
Why Should Short-Form Video Be Part of My Business’s Marketing Strategy?
Need some more convincing that short-form video is a powerful tool to start incorporating in your business’s marketing strategy? Here are just some of the benefits of using clips like Facebook Reels to promote your company.
- It pairs well with consumers’ shorter attention spans and packed schedules.
The short length of video clips like Reels uses this reality to an advantage. Short-form video content lets you communicate your message concisely so the average easily distracted person will be more likely to remember your brand and product.
Reels are also useful for reaching clients who are short on time. According to 3M Corporation and Zabisco, the brain processes visuals 60,000 times faster than text.
- It’s simple to re-use.
Due to their brevity, short videos make excellent evergreen content that’s easy to repurpose. That means you can post it on Facebook one day, then Instagram a few days later, then LinkedIn one week later.
- It cultivates a sense of community.
Short-form videos help customers feel connected to your business in a personal, fun way. Take brand challenge and new product Reels, for example.
- It effectively reaches a younger demographic.
Emphasizing short-form videos in your marketing strategy is particularly smart if you’re trying to reach a younger audience. Younger viewers tend to gravitate toward visual content instead of text-based content.
Video Marketing and Beyond
Need some help incorporating video into your business’s website? Check out the Technology Therapy Group’s web portfolio for inspiration. And make sure to check out one of our on-demand training sessions below to grow your video marketing know-how.