Meta will be moving into the Cannes Lions Festival with a host of
ad updates revolving around the tech giant’s live-shopping push.
After adding more affiliate brands and in-stream shopping updates in March, Meta is
focusing on making as many on-app experiences shoppable as possible, bringing new live video ads, expanded affiliate partnerships, and enhanced checkout processes via the use of virtual credit
cards.
Meta is aiming to scale the availability of its live video ads by bringing the format to Instagram and to Facebook globally.
According to the announcement, Meta is working with
live commerce platforms in the U.S., including CommentSold, Firework, LiveMeUp, Sprii, and TalkShopLive in order to help merchants and creators turn their livestreams into video ad placements.
In
addition, on Facebook, marketers can access “Live Shopping Tools” with live video ads, allowing viewers to browse their products, check pricing and discover items to buy directly within a
livestream.
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In an attempt to facilitate a faster and more secure checkout process on Facebook and Instagram, Meta will soon roll out a new shopping experience on both platforms that
utilizes virtual banking cards. The feature invites consumers to use temporary, one-time card numbers generated from their existing Mastercard or Visa accounts.
To onboard more creators and
merchants across the globe, Meta is also expanding its affiliate partnerships, adding e-commerce platforms like Flipkart in India, Mercado Libre in Brazil and Mexico.
Per the arrangement,
creators are now able to connect affiliate accounts to Facebook and Instagram, with the option to add their unique affiliate product links to their content output. This way, the creator will earn a
commission on every product sold via their link.
Creators in 22 countries can now add affiliate links or tag products from a brand’s catalog directly to Instagram posts, giving
businesses the option to make their catalogs discoverable for creators to search and tag products they want to promote.
The company's affiliate updates follow its recent addition of Amazon, eBay, and Temu to Facebook's U.S. affiliate partner
program, allowing creators to tag products from these retailers directly in their Facebook posts.
Finally, Meta is asking advertisers to better help its AI recommendations system by uploading
their product data and creative assets without manually selecting ad types.
Instead, Meta’s ads system will choose the ad type for each viewer in real time based on what it decides will
be the best-performing ad for the user.