Meta and Amazon: What's New?

When these two titans of industry are in the same room, we can only guess how their disccussions will change the market.

The first question you're probably asking reading this newsletter's title is "Why should I care?".

📌 e-Commerce, that's why!

We've known for a while that platforms Instagram and Facebook (Meta) have been trying to close the gap between products and consumer buying behaviour.

If you recall the first time Instagram introduced clickable links within 'Instagram Stories', that was very telling.

And in the past few months, TikTok have made serious progress combining livestreams and their TikTok Shop functions to enable customers to [see - click - buy] products.

If as a marketeer you want to understand a platform's business priorities, all it takes is a quick glance at the apps' front screen.

TikTok

Originally, TikTok prioritised "Discover" (essentially Search), but have pivoted to "Shop" on their front page.

Instagram

Earlier in the year, the team at Meta took note that TikTok was surpassing them with short form scrollable video. That was quickly resolved with the introduction of Reels (see image).

It's odd to say this, but Meta are actuely good at being a fast follower. Despite their decade of social media dominance, there are still areas they are not innovating in.

But to no-one's surprise they quickly rolled out "Reels" and with the latest news, (re: Amazon - I'm getting to it...) Meta will undoubtedly switch priorities, soon.

📌 A Seamless Shopping Experience

As marketeers, we know it's a competitive landscape in the B2C market. But moving quickly and responding to consumer behaviour is critical to campaign success.

So, here's the low down on what's coming next.

1. Amazon's Statement: "For the first time customers will be able to shop Amazon’s Facebook and Instagram ads and check out with Amazon without leaving the social media apps” - Amazon.

2. Stuart McMullin, Meta: Stuart McMullin, client solutions manager for e-commerce at Meta, described the new shopping service as “a long process in the making and a huge deal” on LinkedIn.

3. Meta Support Page: “For a more seamless shopping experience from an ad on Facebook and Instagram, you can choose to link your Meta and Amazon accounts” - Meta's support page.

This looks to be a win-win for everybody, and will likely shape up to be the most significant ad product of the year.

This move brings two walled gardens into each others sphere. On one side Amazon can support their merchants to find new customers, whilst opening up more revenue potential for Meta.

My Thoughts

Consumers on Instagram will naturally come to expect this simple buying process. So as marketers, I encourage you to watch this feature as those early adopters will benefit through customer affinity with those brands that pick up on this new feature.

It won't require a step change in your marketing, but you will need to react quickly to take advantage.

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