On March 15th, 2021, Instagram will be ending its Live Shopping feature in the US. The feature, which was launched in 2020 with great success in both the US and Asia, allowed users to shop from within the app. This came as a shock to many advertisers as live shopping has become hugely popular during the pandemic. Instagram’s decision to end this feature is indicative of a larger shift towards advertising on their platform rather than focusing on e-commerce features. Let’s explore what marketers need to know about the end of this feature and the future of live shopping on social media platforms.
What Advertisers Need To Know About The End Of Live Shopping
Instagram’s decision to remove its Live Shopping feature will have significant implications for marketers. This includes removing the Shop tab from the app – an integral part of Instagram’s layout that made it easy for customers to find products they were interested in buying. As such, marketers will now have to come up with new strategies to capture user attention and drive conversions without this tab.
One example is Automated Ads & Advantage+ campaigns – two of Instagram’s most popular tools for running ads on their platform. These campaigns can help marketers reach target audiences and increase brand awareness through personalized messages and visuals that are tailored to individual users. Additionally, investing in Checkout options – another popular tool that allows customers to purchase products directly from an ad – can also provide an alternative way for customers to shop without relying on the Shop tab. Lastly, marketers should adjust their strategies to account for removal of this tab by focusing more on organic content such as stories or posts instead of relying solely on ads or sponsored posts.
And That’s All She Wrote Folks
The future of live shopping on social media platforms remains unclear following Instagram’s announcement that it will be shutting down its Live Shopping feature in March 2021. While some companies may consider launching similar features in response, others may focus entirely on advertising strategies instead as a way to capture user attention and drive conversions without relying on e-commerce features like the Shop tab. No matter what approach is taken, one thing remains certain; understanding how social media platforms evolve and adapt over time is essential for any marketer hoping to stay ahead of trends and capitalize on opportunities when they arise.
