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Meta axes Facebook Live Shopping, pushes sellers to reels

 Facebook

Meta’s switch to short-form video has claimed Facebook Live Shopping.

Business owners may demonstrate and sell products in live videos, answering inquiries and collecting comments in real time.

Meta says “consumers’ viewing behaviours are shifting to short-form video,” so it’s removing shoppable live streams from its major social network and pushing businesses to try Reels and Reels advertisements on Facebook and Instagram.

Effective Oct. 1, Facebook users won’t be allowed to “create product playlists or tag products” during live streams.

Presenters can tag up to 30 products in Instagram Live Reels. Businesses with checkout-enabled stores can arrange a broadcast one to three months in advance.

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After high-profile criticism; Instagram reversed a shift to TikTok-like full-screen videos and streams filled of random accounts.
Don’t anticipate video to die. Instagram Head Adam Mosseri vowed a sustained focus on Reels. Starting with a test to automatically turn video posts into Reels and new templates to create and publish 90-second movies. The Financial Times says that Mosseri will temporarily move to London to work with the UK team to compete with TikTok and embrace the metaverse (Opens in a new window).
Mark Zuckerberg, CEO of Meta; said in April that 20% of Instagram users watch Reels. Many are presumably republished TikToks; which the firm hopes to restrict by evaluating originality (i.e. those not created on a rival platform).

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