Is Instagram removing its Shopping feature?
In September 2022, The Information shared insider-details about a memo that was sent internally among Instagram employees. The note indicated that Instagram is going to cut back its Shopping features, shifting away from its eCommerce capabilities. Instead, they would be focusing more on revenue-driving ads.
This has prompted questions about whether the company would forgo shopping altogether, leaving business owners and creators high and dry, or forcing them to shift their social commerce business models.
But this is not the case.
According to the memo, the existing Shopping page would no longer be available, as the company tests a simpler version of the shopping page called “Tab Lite”, which will roll out over the next few months, as confirmed by Reuters.
Per The Information, the memo says that this evolution is “a new northstar and goals for the commerce organization that are more directly tied to advertising revenue for Meta”
According to The Current: “These moves are part of a wider social commerce pullback. Per “The Information”, other features being shelved include the end of features like ‘creator commerce’ within Instagram shopping, a ‘Friends & Family Shopping’ section, community-driven shopping projects, and visual search. It also shut down an affiliate commerce program that enabled creators to earn commissions from product tags in favor of a Creator Marketplace that connects brands and creators.”
Why is Instagram shifting away from shopping?
Besides enduring its first-ever drop in revenue this year since going public a decade ago, Meta faces challenges from the rising popularity of TikTok and data loss from Apple’s new privacy measures.
Plus, the Shopping page was introduced in 2020 when the pandemic sent shoppers online in droves. As the world adapts to the changes brought about since then, the rush has settled, and to continue making revenue, Meta is turning Shopping into another ad tool. Instead of becoming a shopping destination, it’s returning to its role as a content destination with a shopping option.
Is Facebook removing or changing its Shopping option?
Even though Instagram and Facebook are both owned by Meta, there’s no indication that Facebook is changing its shopping experience.
Shopify sellers can still display and sell products directly through Facebook by using the Facebook Shop feature in the Facebook channel.
View our tutorial: How to Connect Shopify to Sell on Facebook
At the same time, Instagram continues to push creators to use Reels, providing them an algorithm advantage over still photos. There was a recent user backlash when Instagram tested dropping photo relevance in favor of videos, and their discontent was heard loud and clear. A majority of users prefer TikTok for short form video and Instagram for a combination of photos and videos.
Still, it doesn’t hurt to create more Reel content and benefit from an algorithm boost.
Instagram Reel relevance is usually determined by 3 key factors:
Relationships
The more a user engages with a creator or topic, the more the algorithm will take that into account. The user will see more of the same. But, it doesn’t stop there. The users they interact with most, most likely have similar interests. That’s why they might see content about a friend’s favorite skin care products, or restaurants from their parents’ town.
Relevance
The combination of interest matching, timeliness, and engagement provides data that shapes users’ feeds.
Popularity
If you’re popular with an engaged audience, your content may be shared faster or seen in the Explore tab. There, users discover your Reels even if the above factors don’t line up very well.
Measure your social media ROI
Last, the best way to track your social media effectiveness is with a strong analytics strategy.
In today’s world, data is currency. The most successful eCommerce decisions are based on data-backed strategies.
By using a wide array of analytics tools, an analytics specialist can help gather the right data to ensure your online store reaches your target market and provides them with an optimal customer experience.
Contact us to learn more about how to create your social commerce, social marketing, and overall digital strategy.
Ashley is a versatile marketing pro with years of experience in content strategy, social media, email marketing, SEO, CRO, and UX. Her diverse background provides a deep understanding of client needs and project management, while her entrepreneurial spirit drives her to create unique and engaging content. Her broad skill set and innovative approach make her a valuable asset in dynamic marketing.
