Facebook Marketplace Listing Videos
Meta · 2022
While less than 1% of Marketplace listings had a video, they drove significantly higher engagement and sold 50% faster than listings without video.
As video platforms such as Tik-Tok and Reels were gaining popularity, there was an opportunity to imagine how shopping with short form videos could drive transactions and more meaningful engagement on Marketplace, especially with the young adult target segment.
This was a supply and demand problem, and my work on this project involved designing both seller and buyer-facing experiences.
We needed to encourage more sellers to produce videos of their items for sale and make it easy for them to do that.
The key problems we needed to solve for buyers was helping them discover listings with videos, then delivering an immersive format that made it easier for them to engage with sellers.
My Role
- Product Design
- Software Prototyping
- Interaction Design
- Visual Design
Encouraging Sellers to Add Videos
At the start of this project, there were very few listings with video on the platform, and we needed to bootstrap supply before we could deliver a more video-forward Marketplace browsing experience.
Integrity checks for violations of Marketplace rules on listing videos were also computing-intensive, so we had previously only enabled videos for a relatively small group of high-reputation sellers.
As we opened up video features to more sellers, I proposed the following approaches:
- Educate sellers on the benefits of adding video: Even without upranking videos, we had data that listings with video had over 50% better engagement and transaction results. Communicating this to sellers while they compose listings could encourage them to add videos.
- Encourage adding video to existing listings: Sellers with active listings could see upsell units on the seller dashboard or other places to add videos to their existing listings.
- Explore a video-first composer experience and direct entrypoints: Finding opportunities throughout the Facebook mobile app for a video-first composer experience.
Seller education in the listing composer
Adding video to existing listings
Video-first composer concept
Promoting Listings with Video
Buyers would benefit from more listing videos, since they were effective at describing an item's condition and provided more confidence in the seller and product.
This could also cut down on burdensome communication between buyers and sellers.
While I imagined Marketplace could ultimately become a video-first shopping experience, the existing feed was highly performant and any changes to it would undergo intense testing and scrutiny.
I proposed several near-term ways we could elevate listings with video on Marketplace:
- A separate video tab: Providing an alternative to the Feed, users could dive deep into all listings with video.
- Dedicated in-feed units on News Feed and Marketplace: Having highly visible and dedicated spaces for listings with video could drive product awareness and encourage sellers that want their listings promoted.
- Organic product tiles: The listing video could appear organically on any existing tiles in Feed or Search.
Marketplace Tab for Listings with Video
Marketplace Top of Feed Unit (ToFU)
Organic Video Tiles in Marketplace Feed
Marketplace Feed Unit: Carousel
Marketplace Feed Unit: Single Large Tile
Category Top of Feed Units (ToFU)
News Feed Carousel Unit
News Feed Promotional Unit
Organic Video Tiles in FB App Search
Immersive Video Experience
After tapping on a video tile, buyers would be drawn into an immersive full-screen video shopping experience.
From here, they can dive into product details, message sellers, or swipe to navigate between listing videos.
Immersive Video Feed
Nudge to Swipe Up For More Videos
Messaging within Immersive Video
