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Meta's recent changes to Facebook and Instagram shopping in New Zealand hinder local businesses'

On August 10, Meta's policy change meant that businesses in the Asia-Pacific region would no longer be able to host a shop on their Facebook Page or Instagram account unless the shop had Checkout with Facebook or Instagram enabled in the US.

Here are some strategies to incorporate into your digital marketing efforts to maintain visibility among their target audience, reach new customers, and effectively drive traffic back towards conversion-focused websites despite Meta's ever-changing policies.

1. Utilise the Link in Bio Tools

One of the ways to overcome the obstacles imposed by Meta's recent changes is by utilising the link in bio tools. Linktr is the most popular; it has a free option and is very easy to use. These tools allow businesses to add multiple links to their Instagram bio, directing their followers to different pages on their website. Using these tools, local businesses can provide easy access for customers to reach their website and purchase.

2. Leverage Influencer Marketing

Influencer marketing has become a popular strategy for businesses looking to promote their products or services on social media platforms like Facebook and Instagram. Despite the changes made by Meta, influencers still hold significant sway over their followers' purchasing decisions. Collaborating with relevant influencers in your niche can help you reach a wider audience and drive traffic to your website.

When working with influencers, ensuring they align with your brand values and genuinely connect with their audience is crucial. This will increase the likelihood of generating meaningful engagement and conversions from your target customers.

3. Create Engaging Content

With limited organic reach on Facebook and Instagram due to algorithmic changes, creating engaging content is crucial for capturing users' attention and driving them towards your website.

Investing time developing high-quality visuals, videos, and captions that resonate with your target audience can help you stand out from the competition. It's essential to understand what type of content performs well within your industry niche so that you can tailor it accordingly.

Additionally, incorporating interactive elements such as polls, quizzes, or contests into your posts encourages user participation and increases engagement. This helps build brand loyalty and drives traffic to your website through click-throughs or mentions of product offerings.

4. Optimise Your Website for Mobile Users

As more people access social media platforms via mobile devices than ever, optimising your website for mobile users is vital if you want them to seamlessly transition from browsing through Facebook or Instagram to making purchases on your site.

Ensure your website is mobile-friendly, with a responsive design that adapts to various screen sizes. Pages should load quickly, and the navigation should be intuitive, making it easy for visitors to find the products they are interested in.

Additionally, consider implementing accelerated mobile pages (AMP), which prioritise speed and provide a smooth browsing experience on mobile devices. By providing a seamless transition from social media platforms to your website, you can minimise any friction that may deter potential customers from completing their purchase.

5. Diversify Your Online Marketing Channels

While Facebook and Instagram may have become more challenging for local businesses in New Zealand due to Meta's recent changes, relying on something other than these platforms for online marketing efforts is essential.

Diversifying your online marketing channels can mitigate any negative impact caused by policy changes or algorithm updates. Explore other social media platforms, such as TikTok or Pinterest, that offer more favourable conditions for local businesses looking to market their products.

Investing in search engine optimisation (SEO) strategies can help improve your website's visibility in organic search results when potential customers actively seek your products. By optimising your website's content and structure according to relevant keywords and industry best practices, you can attract organic traffic from search engines like Google.

Meta's recent changes to Facebook and Instagram shopping in New Zealand have undoubtedly posed challenges for local businesses trying to market their products on these platforms. However, utilising links in bio tools, leveraging influencer marketing collaborations, creating engaging content with interactive elements, and optimising websites for mobile users' seamless transition experiences while diversifying online marketing channels will enable local 'Kiwi' businesses of all sizes to navigate these obstacles better successfully.

By incorporating these strategies into their digital marketing efforts, New Zealand-based businesses will maintain visibility among their target audience, reach new customers, and drive traffic back towards conversion-focused websites despite Meta's ever-changing policies.

We are happy to review our digital footprint and make specific recommendations to help your business maintain/increase your visibility. Contact us today for an informal chat.

10 views2 comments


Sep 01, 2023

Thank you! I've been trying to work out how to relink my Instagram shop all afternoon to tag a product on today's post. GRRR Meta! Off to sign up for a bio link account ☺️

Diana Kerr
Diana Kerr
Sep 02, 2023
Replying to

My pleasure. Let me know if I can help you set this up.

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