It’s going to be much easier for creators on Facebook and Instagram to deliver products to their followers. Meta will now allow creators to include clickable shopping links for products directly in their Reels.
Brand partnerships and affiliate links, in which creators earn a portion of sales generated from their recommendations, are at the heart of how creators make money from Facebook and Instagram. But Meta has limited the ways you can direct your followers off the platform. As a result, creators often rely on third-party “link in bio” services to manage links to the content they promote.
Now, Meta says it will allow eligible creators to link to up to 30 different products in a single reel. The feature will be available on both Instagram and Facebook, although Facebook creators are limited to tagging products from marketplace partners like Amazon.
This change could be a boon for lifestyle creators and others who rely on their followers to regularly buy the things they recommend. This brings Meta’s apps on par with TikTok and YouTube Shorts, both of which have had affiliate purchasing features for years. This would make shopping content much harder to ignore, which could risk alienating some people if creators go too far.
For Meta, this change will give it new insight into what its users are buying. A Meta spokesperson says the company is not currently taking a cut of creators’ sales through these links, though it’s probably safe to assume the company will use the data it receives from them to grow its advertising business.
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