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Meta’s Next Big Move

All About the New Meta Update that Might Affect Your Business!


In a surprising announcement, Meta, the parent company of Facebook and Instagram, dropped a bombshell that’s sent shockwaves through the business community. According to their statement, Facebook and Instagram Shops will be disappearing in certain regions by August 2023. So, what does this unexpected development mean for your business? This post will dive into the nitty gritty of Meta’s announcement, and discuss how you can continue to safeguard your business through these changes.


IN THIS ARTICLE



What's Changing
1. Product Tagging Changes

Meta has revealed that product tags on Stories, Reels, and Posts will be phased out, except for paid ads where product tagging will still be allowed. This means businesses will need to rethink their approach to showcasing products on these platforms.


2. Instagram Shop Tab Removal

If your business has an Instagram Shop tab with a product catalogue in your bio, it will no longer be available. This alteration in functionality demands a shift in your marketing strategy to adapt to the changes. We advise pushing visitors towards your website or an alternative where they can purchase your product at ease.


3. Emphasis on Ads, Reels, and Messaging

It’s evident that Meta will be encouraging brands to focus on running ads, leveraging Reels, and utilising messaging features to drive more traffic to their online stores. Ultimately, the community you build online will need to be encouraged more frequently to use your website as opposed to Instagram or Facebook.


4. New Pages Experience and Tools

On June 5, 2023, Facebook Pages that haven't yet been updated will automatically receive the new Pages experience. This update will offer businesses an improved layout and new tools. However, it won't support older features such as managing and posting a catalogue or product details page from a Facebook Page. Nonetheless, businesses will still be able to post website links on their stories and in their bios.


5. South Africa's Shop Support

In South Africa, support for shops without checkout enabled will also end on August 10, 2023. Businesses will need to have Checkout with Facebook or Instagram enabled in the US to continue hosting a shop on their Facebook Page or Instagram account. Shops without checkout will lose product tagging capabilities and the ability to create new custom/lookalike audiences derived from shop visitors. However, businesses leveraging ads with product tags on Instagram will not be affected.


The update will also affect certain international markets. In the United States, new shops will only be onboarded if they have Checkout with Facebook or Instagram enabled. Support for shops without checkout capabilities will end in the US starting April 24, 2024. However businesses in 21 international markets, including Australia, Brazil, Canada, and the UK, will continue to use Facebook and Instagram Shops without checkout enabled until further notice.

How to Prepare

In light of these changes, Meta is currently advising businesses to continue using a mix of free and paid tools to find customers and drive sales. They recommend personalised ads to connect with customers based on their interests. Reels are the fastest-growing format on Meta apps and can help businesses get discovered by new audiences. Leveraging messaging across WhatsApp, Facebook, and Instagram allows businesses to directly connect with shoppers, making it easier to sell, support, and market products. So, what can you as a business owner do until then?


1. Keep Calm and Carry On

As said by the coffee mug in your cupboard from 2013, “Keep Calm and Carry On.” Despite the impending changes, it is crucial not to panic. While some features may be discontinued, customers will still be able to access your website through the link in your bio. This provides an alternative route for potential buyers to explore your offerings. If you’re a smaller business who is used to utilising Facebook Instant Messaging or Instagram Direct Messages to make sales or receive orders, feel free to continue with that method - nothing is changing there!


2. Review and Revise Your Strategy

Analyse your store analytics to determine the percentage of traffic generated organically from your Instagram. If this source accounts for a significant portion of your visitors, it’s essential to revise your marketing approach. Consider investing in paid ads, focus on growing your email list, and create captivating content that compels people to visit your website. By diversifying your marketing efforts, you can mitigate any potential negative impact on traffic. This includes revisiting how you sell your products. If you’re solely relying on your Facebook and Instagram Shop to sell online, you may want to consider investing in an e-commerce storefront such as Shopify or WooCommerce, or as mentioned above, sell through Direct Messages.


3. Make Your Products Irresistible

To counteract the changes brought about by the Meta update, focus on making your products as attractive as possible. Utilise your content to connect with your customers, address their pain points and inspire them. By establishing a strong connection with your target audience, you can maintain their interest and drive sales. Remember Facebook and Instagram channels aren’t only for selling your products, but also for building a community that engages with your brand.


Although the new Meta update presents challenges, it also provides opportunities for businesses to adapt their strategies, connect with customers, and thrive in the evolving digital landscape. We know this sounds repetitive but by understanding the changes and preparing accordingly, your business can continue to succeed and grow in this dynamic environment.

As Meta rolls out this significant update, it's crucial for businesses to adapt and prepare accordingly. While some features and functionalities will be discontinued, the core focus remains on finding customers and driving sales. By utilising a mix of free and paid tools, such as personalised ads, Reels, and messaging features, businesses can continue to connect with their audience and thrive in the evolving digital landscape. Embrace the changes, revise your strategies, and leverage the available resources to ensure the success of your business in this new era. We’re all in this together, let’s help each other through this!


To learn more about how your business might be affected, click here.


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