Meta is letting creators fill their Reels with shopping links

It’s about to get a lot easier for creators on Facebook and Instagram to push 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 by their recommendations, are central to how creators earn money from Facebook and Instagram. But Meta has limited the ways in which they can direct their followers off-platform. As a result, creators often rely on third-party “link in bio” services for managing links to the stuff they endorse.

Now, Meta says it will allow eligible creators to link to up to 30 distinct products in a single Reel. the feature will be available on both Instagram and Facebook, though Facebook creators are limited to tagging products from marketplace partners like Amazon.

The change could be a boon for lifestyle creators and others who rely on their followers regularly buying the stuff they recommend. It brings Meta’s apps up to par with TikTok and YouTube Shorts, both of which have had affiliate shopping features for years. It will also make shopping content a lot harder to ignore, which could risk alienating some people if creators go overboard.

For Meta, the change will give it new insight into what its users are buying. A Meta spokesperson says the company isn’t taking a cut from creators’ sales via these links for now, though it’s probably safe to assume the company will use the data gleaned from them to bolster its ad business.