At the start of the year, there was a lot of talk regarding the potential for livestream shopping to become popular in the U.S. — a commerce format already successful in China. Meta doesn’t appear to share that confidence, at least for its Facebook platform.
The heavy emphasis on utilizing Reels within the company post comes amid increased investment in the format. Meta has made a variety of changes to its Instagram platform in the past month, including a test function for full-screen Reels on Instagram’s feed.
Responding to user complaints of new changes to the platform, Head of Instagram Adam Mosseri stated in an Instagram video last month: “I need to be honest. I do believe more and more of Instagram is going to become video over time.”