Users will still be able to broadcast live events using Facebook Live, but they will no longer be able to create product playlists or tag products in their Facebook Live videos.
Facebook has announced that it will discontinue its live shopping feature on October 1 and will instead focus on the short-form video platform Reels on its main app and Instagram.
Users will still be able to broadcast live events using Facebook Live, but they will no longer be able to create product playlists or tag products in their Facebook Live videos.
“As consumers’ viewing habits shift to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short-form video product,” the company said late Wednesday in a statement.
Creators can use the live shopping feature to broadcast and sell products to an audience.
“Try experimenting with Reels and Reels ads on Facebook and Instagram if you want to reach and engage people through video,” the company said.
You can also tag products in Instagram Reels to facilitate deeper discovery and consideration.
The live feature was first introduced in Thailand in 2018.
Meta has surpassed a $1 billion annual revenue run rate for ads on its TikTok competitor short-video making platform Reels, and Reels now has a higher revenue run rate than Facebook/Instagram Stories at comparable post-launch times.
During its Q2 earnings call, Meta stated that Reels accounted for more than 30% of the time spent on its platform.
