Live selling has become a popular way for businesses and influencers to showcase and sell products directly to customers on social media platforms like Facebook. However, live selling on Facebook has faced some recent restrictions that have left many wondering if it is still allowed at all on the platform.
What is live selling?
Live selling, also sometimes referred to as livestreaming commerce, is a form of online shopping that happens in real-time through live video streams. Sellers will go live on platforms like Facebook or Instagram and demonstrate and promote products to viewers. Viewers can then purchase the products directly through the live video stream, usually without ever having to leave the app.
Live selling allows sellers to interact directly with customers and answer questions and showcase products in a more engaging, personal way. For customers, it creates a unique shopping experience where they can see products in action and engage with brands and sellers.
The popularity of live selling on Facebook
Facebook Live launched in 2016, allowing any user to broadcast video streams to their followers. It did not take long for businesses and entrepreneurs to realize live selling was a perfect use for this new feature.
Facebook Live brought live selling to the masses in an accessible way. It allowed sellers of all sizes to demonstrate products and enable sales directly on a platform with billions of built-in potential customers. The combination of video demonstration and instant checkout proved extremely effective.
By 2021, there were over 135 million Americans watching livestreams to shop. 73% of live shopping viewers made purchases during livestreams. 60% of small businesses were using live selling. And in Southeast Asia, live selling on Facebook and Instagram became a $400+ billion market.
Facebook restricts live selling access
With the rapid growth in live selling came some problems as well. Traffic and sales did not always translate to satisfied customers. Low-quality sellers resulted in complaints and returns. And bombarding feeds with constant sales-focused live videos annoyed many users.
In July 2022, Meta announced it would stop allowing users to tag products in live videos. Only designated “Live Shopping” partners would still have access to product tagging, limiting live selling capabilities to a select group of trusted sellers.
Without the ability to easily tag and showcase products during broadcasts, live selling became much more difficult on Facebook. But the question remained if other forms of live selling were still allowed even without product tags.
What live selling is still permitted?
Live product demonstrations are still permitted on Facebook. Broadcasting videos that showcase how a product works or its features is still allowed. The limitation is around tagging products and enabling instant checkout.
Some ways businesses can still leverage live videos for selling include:
- Demoing a product in action
- Sharing user-generated content like testimonials
- Providing styling or usage tips
- Offering special discounts or limited-time promotions
- Sharing links to products in captions and descriptions
These uses allow showcasing and promoting products without directly selling through live videos. Viewers would need to go to the brand’s store to purchase after seeing a livestream.
Requirements for live selling without tagging
To use live videos for selling purposes without tagging products, businesses must:
- Have a Facebook Business Page or Creator account
- Comply with Facebook’s Commerce Policies
- Not ask viewers to purchase directly within live videos
- Link out to online stores instead of selling within the video player
Violating these policies risks account restrictions or disabling of live privileges. Brands must find creative ways to showcase their products without directly selling or tagging.
Options for direct live selling
For brands that still want to sell directly through livestreams, these options exist outside of standard Facebook Live:
- Facebook Live Shopping – Select brands can become Live Shopping partners with full product tagging abilities.
- Facebook Shops – Sellers can add live shopping features to Facebook Shops profiles.
- Instagram Live Shopping – Instagram Live still provides product tagging and checkout capabilities.
- Third-party apps – External tools like CommentSold offer live selling outside Facebook’s limitations.
But for most average users and businesses, directly selling through lives is no longer viable on Facebook itself. They must find creative workaround strategies instead.
The future of live selling
Live selling is still evolving, and Facebook’s policies reflect both its benefits and challenges. Though product tagging is now restricted, live shopping remains a massive industry globally.
Facebook is incentivized to find ways to enable live selling that balance security and shopping satisfaction. Competition from platforms like TikTok also pressure Facebook to continue support liveselling innovation.
It is likely increased restrictions will aim to improve the live shopping experience vs eliminating it entirely. Finding the right guardrails to maximize trust and sales is key.
For now, interested businesses must learn how to effectively showcase products live on Facebook without directly selling. With the right strategies, live content can still convert sales, even without on-platform checkout capabilities.
The bottom line
Direct live selling through product tags is no longer allowed for most Facebook users. But other forms of live selling like demonstrations and promotions can still help businesses. With creative strategies that comply with policies, live video remains a valuable tool on Facebook.
The platform is likely to continue evolving its live commerce capabilities and rules. Brands should stay informed on the latest updates to use live video marketing effectively while staying compliant.
Table summarizing key live selling details
| Live Selling Method | Allowed on Facebook? | Product Tagging? | On-Platform Checkout? |
|---|---|---|---|
| Standard Facebook Live | Yes | No | No |
| Live Shopping Partnership | Yes | Yes | Yes |
| Facebook Shops Live | Yes | Yes | Yes |
| Instagram Live Shopping | Yes | Yes | Yes |
| Third-Party App Live Streaming | Yes | Yes | Yes |
Future possibilities
Facebook will likely continue working to improve live shopping experiences. Here are some potential changes coming:
- Expanded Live Shopping partner program
- New built-in checkout and payment options
- Tightened seller vetting and management processes
- Tools to manage live shopping analytics and data
- Feature innovations like shoppable ads during livestreams
As one of the largest digital marketing platforms, Facebook has motivation and resources to further integrate and refine live commerce. Expect them to continue adjusting policies and capabilities to enhance both selling and buying through live video.
Strategies for compliant live selling
Brands wanting to leverage live videos for sales can consider tactics like:
- Incentivize viewers to shop with limited-time discounts during livestreams
- Spotlight user-generated content and influencer promotions
- Preview upcoming products and product releases
- Offer exclusive behind-the-scenes content
- Partner with other brands and influencers
Creativity and added value are key to driving sales from live videos without directly selling. Give viewers a reason to go purchase after the stream ends.
Software for enhanced live shopping
Dedicated live selling tools can help brands streamline and manage live shopping across multiple channels.
Here are some top examples:
- CommentSold
- Popshop Live
- TalkShopLive
- Spotlight
- Supergreat
- Bambuser
Third-party software provides features like tracked metrics, optimized checkout, loyalty programs, and more. They can help enhance both selling and viewing experiences.
Conclusion
Facebook opened the floodgates for live commerce but had to rein it in as issues emerged. While unrestricted live selling vanished almost overnight, creative approaches can still utilize live video to drive sales.
As online shopping continues evolving, expect Facebook to keep adapting. Brands should stay up-to-date while innovating compliant and effective live selling strategies.
When used correctly, live shopping can be a win for sellers and customers alike. Maintaining that balance will be key to its future.