These are the unexpected new advertising solutions from Meta

Meta is redefining the way advertising is conducted on its platforms. The technology company has just introduced several advertising solutions, ranging from trend ads in Reels to video ads in Threads and new marketing tools for creators on Facebook and Instagram.

New Advertising Solutions from Meta

Trend Ads in Reels

Placing your advertisement alongside viral content will help enhance its results. Therefore, Meta has introduced trend ads in Reels, a content targeting tool that publishes ads immediately after the most popular Reels.

This tool is based on Meta’s suitability and brand safety controls, such as the Inventory Filter. “In the future, brands will be able to publish their ads alongside the most popular Reels or alongside the most popular themes, such as beauty, sports, and other content,” the technology company explains.

Trend Tool in the Creator Marketplace of Instagram

Meta has also begun testing a new AI-driven tool in its Creator Marketplace of Instagram. This tool is called “Trends” and enables companies to understand real-time topics of interest on the platform, which helps them tailor their strategy to offer relevant content in their advertising campaigns of collaboration or partnership ads.

“Trends use AI to identify trending topics in Instagram Reels. Then, we rank the trends according to various metrics and display relevant Reels content along with recommended creators.”

Personalized Content Recommendations for Creators Reach Facebook

According to Meta data, 53% of the surveyed individuals are more likely to purchase a product if it has been promoted by a creator in Reels. This highlights the influence of these figures in boosting a brand.

In this regard, Meta is already assisting marketing professionals on Instagram with its AI-driven personalized content recommendations for creators, and it will now do so on Facebook as well. To access this tool, navigate to the Partnership Ads Hub and then enter “Recommended Content.”

Meta provides the following example: “A beauty brand will be able to view its organic brand content in the hub, and we will use AI to recommend which content to leverage in partnership ads campaigns.”

Discovery API of the Creator Marketplace

Meta has reported that it will soon initiate a limited trial of its Discovery API for the Creator Marketplace on Instagram. This API will facilitate brands to connect with creators through their agencies and third-party tools, obtain insights about them, and refine the selection process.

Promoting User-Generated Content Remains Available on Facebook

Meta no longer allows the promotion of User Generated Content (UGC) on Instagram, but it does allow it on Facebook. This function “will enable advertisers to access relevant content on Facebook both from ordinary users and creators, for use in partnership ads.”

A valuable way for brands to share content from individuals who genuinely love their products or services and conduct collaborative advertisements on a large scale.

Enhanced Discovery Capabilities in Instagram’s Creator Marketplace

Although Meta has removed the discussed feature from Instagram’s Creator Marketplace, to compensate, it has added new functionalities. The technology company has integrated AI-based keyword search suggestions, engagement rates, interaction rates, and information from the creators’ previous partners.

With this capability, brands will be able to perform a more comprehensive analysis of each creator to determine if they align with their advertising campaigns.

New Mention Options in Collaborative Ads

Until now, collaborative ads or partnership ads on Facebook and Instagram included in their header both the brand’s profile name and the partner they collaborated with on the advertisement. Meta has just changed this and now offers the option for advertisers to highlight only their partner in the ad header.

“This provides marketing professionals with the opportunity to highlight the unique brand and the authentic voice of the creator,” asserts Meta.

Collaborative Ads on Facebook Live

Another new advertising format being tested by the technology giant is collaborative ads on Facebook Live. Its objective is to allow advertisers to leverage live videos from creators and turn them into collaboration ads with their brand.

Video Ads in Threads

Recently, Meta expanded access to ads in Threads to all eligible advertisers worldwide. The next step will be to activate video ads for a group of selected advertisers. These fortunate individuals will be able to test video creatives in 16:9 or 1:1 format, which will be placed between organic posts in the platform’s Feed.

Meta Launches the “Video Expansion” Feature in Facebook Reels

Finally, the technology giant has announced the implementation of the “Video Expansion” feature in Facebook Reels. This tool is distinguished by its ability to adjust video creative assets to new aspect ratios by generating new pixels to complete the frames.

“The Video Expansion is an excellent example of how AI will not replace creativity, but will enhance it. Our Gen AI creative toolset will herald a new era in creativity, where advertisers, agencies, and all of you, will play a key role in shaping that future,” concluded Meta.

Photo: Meta