Meta leans into creator-led commerce in Apac
Over 10 million Apac creators in the past year have connected their Facebook account to retail partners
Meta is increasing its focus on creator-led commerce in the Asia-Pacific region, as highlighted in a briefing on August 13. Over 10 million creators in the past year have linked their Facebook accounts to retail partners, including major platforms like Shopee, Lazada, Flipkart, and Myntra. These creators generated more than $24 million in commissions between June 29 and July 26, contributing significantly to Meta's revenue growth.
In Q2, Meta's revenue in the Asia-Pacific region surged by 28% to $60.8 billion, up from $47.5 billion in the same period last year. According to a study by Ipsos commissioned by Meta, 50% of shoppers in the Asia-Pacific region rely on social media for product inspiration, compared to the global average of 37%. Furthermore, shoppers who discover products on Meta platforms in the region tend to spend 1.3 times more than in any other market.
Meta VP of Apac, Benjamin Joe, emphasizes that creators on Meta are more trusted than in any other region, with a six percentage point higher trust level compared to the global average. Joe explains that Meta aims to streamline the product discovery and purchasing process for users through features such as live video ads, showcasing creators' livestreams as ads.
This approach leverages the fact that a significant portion of the population in the Asia-Pacific region watches live streams weekly, creating an environment akin to a personal recommendation from a friend, but with a broader reach that allows for immediate purchasing. To simplify the collaboration between brands and creators, Meta is also piloting affiliate ads, enabling creators to add products to Instagram Reels with a visible "commission eligible" label.
This feature facilitates seamless transactions, with creators earning from sales made through their Reels. Brands can also seek permission to use creators' content as ads, further enhancing the visibility and impact of authentic content generated by creators. Joe concludes by describing this as an ecosystem that transforms discovery into action, rather than a mere collection of products.
Written by urgent.news from The Business Times - Companies & Markets's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
