Instagram in particular, and Meta in general, in recent years has aggressively tried to promote the live broadcasts from the sales centers, which have been a resounding success in Chinese applications such as WeChat and Douyin (the Chinese version of Tiktok). However, in the Western world they didn’t really like the transformation of the video feed on social networks into a shopping channel on steroids (such that even when you ‘tweet’ it, you immediately arrive at another shopping channel). According to a report by Insider Intelligence, after the peak of the epidemic, in which this trend gained quite minor popularity in the US, last year shopping through social networks accounted for only 5% of all online shopping by Americans.
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According to Meta, it will focus on regular advertisements, which are displayed in the feed and link users to the store’s website to make purchases, but also on the ability to tag products in photos, videos, stories and releases (that is, content that is not live), because this is seen by users in the West as a more ‘normative’ way to advertise online.