Huge Meta Announcements at Shoptalk!

Key Takeaways

Hey guys, it is Savannah Sanchez here from the social Savannah. I'm here with Karine Tracy. So great to meet you. So fun to be talking with you, Savannah. >> Yeah, you as well. Welcome to Shop Talk. >> Thank you. I'm so excited to be here. I hear Meta has some incredible announcements today. Would you mind giving the audience a little sneak peek of what to expect? >> I am so happy to. So, you know, creators are the lifeline of our platform, right? >> And they're so important to us and I think we've all had this problem where you see an amazing post by a creator. You're dying to buy what she's wearing. And you have to like go to the link in the bio or you have to like comment something and maybe they DM you. >> if you're lucky. Savannah, that's all changing. Okay. Because we now have product links that go directly into Reels. Oh, all righty then. Very cool. Right? I mean, the whole creator universe is like cheering at the top of their lungs right now. >> want to make it easier for people to be able to buy the products that they're promoting. So, how exactly does having products in the Reels help affect this? Yeah, well, look, it's like removing all the friction, right? And if I see something fabulous, I just click and I've gone right to the website where I can buy it. And that's we're trying to create these seamless shopping experiences throughout the platform and we know 60% of time in our platform is on video and creators are fueling this in such a major way and are the major source of inspiration for most people, especially for things like fashion and beauty. And to have that link right there is a complete game changer. Click the product right in the Reel, people can go and buy right there. >> That's right. >> that. >> And it's great for the retailers, the brands, the creator, everybody wins. Everybody wins. Everybody wins. I also heard that Meta has some really great partnerships with Amazon, Temu, eBay, just to name a few. Can you break down how this will affect creators? We are so excited about this. You know, affiliate marketing has been around for a really long time. But now we have direct partnerships in with the biggest marketplaces on in the planet on the planet. Some that you just named. In North America, it's going to be Amazon and eBay. Okay. Um, we're basically their affiliate program is directly connected in on Facebook. Oh. All right, so if you're already an affiliate partner to theirs, you can now have the seamless integration with our platform. So, you have direct access to catalogs and all the ways that you can monetize. Right? If you want to become a creator affiliate, you can sign up through the affiliate hub on Facebook. >> Okay. And what's most exciting is Instagram's going to be a fast follow. Oh, love that. Yeah. So, once again, everybody wins. The brands, the marketplaces and of course the creators. Makes total sense to me. So, I hear you have a really great take how creators are the new storefront. How do you see the relationship between creators and retailers evolving over the next few years? Yeah, but basically, uh, retailers are tapping into the power of creators more and more and they're using something that we call partnership ads. Yep, love partnership ads. >> we love partnership ads, right? And why partnership ads are so effective is that they optimize for both um, the brand and the creator's audience. And we get up to like 70% of new audiences as a result, right? Because think about the ability to speak to your prospective customers in a really authentic way is really key for these brands, right? And what breaks through for one person versus another is really hard for brands to decipher and creators show up in their authentic ways to do this and now can optimize using both audiences becomes even more powerful, right? So, we just see this increasing more and more and now, um, even having the ability to infuse partnership ads in with their current dynamic ads programs, right? To make their Advantage Plus, um, catalog ads even more effective with video and video from creative is just like compounding effect and just leading to better conversion rates and performance overall. Yes, this is so exciting. So, I have one last question for you. In 2026, there's so much buzz around AI. What do you think creators and retailers should be paying attention to? Look, AI is rewriting retail. Okay. And creators are going to continue to be, um, the through line as we think of this future of things like conversational commerce and agentic shopping. Creators are going to continue to be the ones who we are going to help people discover and the AI is going to be the facilitator. Okay. >> So, I believe all of this is going to come together to fuel this entirely new way to, um, predict relevance and generate demand and most importantly drive business outcomes. And all powered by AI and what this future of shopping is going to look like. So, I'm super excited about what this is going to do for the creator economy, for brands and most importantly for consumers to make all of this super personalized. Easier to discover. >> Easier to discover and really seamless across every single touchpoint. If you think about it, the shopping journey or the funnel hasn't really changed much in 15 years. >> No. And now because of AI, this is about to really be different and be turned on its head and I think in the most exciting way possible. Oh, I'm so excited. Well, thank you so much, Karine, for your time. Your updates are so exciting and thank you for breaking down what this all means for advertisers. >> welcome. Have a great Shop Talk. >> I will. See you guys around. Bye.