Facebook has decided to change its strategy regarding the live video. The format, which has been heavily promoted so far, will be replaced by Reels. According to a recent announcement, as of October 1, 2022, the Live Shopping feature will no longer be available.
However, this does not mean that Meta is completely abandoning live streaming. Creating product playlists and tagging products in live broadcasts will not be possible. The change comes from the preference of users to watch short forms of video, like Reels, which was first hosted on Instagram and is now tentatively breaking through to Facebook feeds. Meta Corp wants Reels to be used to tag products, which will also be a social commerce channel.
Facebook Live Shopping’s withdrawal followed a similar move by TikTok, which also abandoned a similar solution within its platform. Clearly, Meta is following its competitors’ moves very closely and is not even hiding that it is suggesting along their path anymore.