Facebook is testing a Shopping feed that aggregates product photos, brand posts and items for sale. The promised feed is one of Facebook’s several attempts to position itself as an online shopping destination, and perhaps encourage retailers to increase their presence on the social platform.
L2’s latest Social Platforms study shows that brand posts on Facebook declined in frequency after Facebook’s algorithmic changes minimized organic reach. Moreover, Retail brands have lower engagement rates than other categories like Sportswear brands, which boast the largest communities on Facebook. In contrast, Watches & Jewelry brands register the highest engagement despite being the least frequent advertisers.
Previous experiments in social commerce on the platform have yielded mixed results. In September, for example, Anheuser-Busch rolled out social gifting services in Chicago and Denver for Budweiser and Bud Light. Meanwhile, Facebook closed its gift shop in August to focus on “Buy” buttons and in-app payments. Perhaps the separate feed will be a more effective means of convincing users to shop where they socialize.