Meta is opening up Reels trending ads to all advertisers globally. The format was previously limited to a small group of brands in beta testing. The update was announced at Meta’s Brand Building Summit.

According to the company, Reels trending ads use AI to place ads directly after top-trending, creator-generated Reels. The goal is to give advertisers a way to reach audiences engaging with culturally relevant short-form video content.

Meta continues to pitch Reels as one of its strongest ad opportunities. The company claims that more than half of the time users spend on Instagram is with Reels, and that Reels content is shared 4.5 billion times each day.

Threads gets more ad options for brands

Meta is also rolling out new ad products for Threads, the platform it says now has over 400 million monthly active users. The company is introducing carousel ads and an expanded image format. Carousel ads let brands showcase multiple images in a swipeable format, while the new 4:5 rendering test allows single-image and video ads to take up more vertical space in the feed.

Meta also plans to test Advantage+ catalog ads and app ad campaigns on Threads, offering brands new ways to run automated campaigns. The company also said advertisers do not need a Threads profile to buy ads on the platform. They can now run Threads ads using their Instagram account or repurpose an existing Facebook or Instagram post through Ads Manager.

Meta has been gradually adding monetization features to Threads since introducing ads globally on the platform in April. In May, it began testing video ads. The company is moving toward growing Threads into a revenue-generating platform for brands.

New targeting options with value rules

Meta has also expanded the use of value rules in Ads Manager. Previously, value rules were limited to sales and app campaigns. Now, they can also be applied to awareness and engagement objectives. The company says this allows advertisers to guide its AI-powered ad system toward higher-priority audiences.

New version of the landing-page optimization tool

Meta also announced a new version of its landing-page optimization tool. According to the company, the update is designed to automatically send people who click on ads to the page on a brand’s website that has the highest chance of leading to a conversion. 

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