Summary
Meta announced several ad innovations to help businesses reach the right audience. Key updates include testing Reels trending ads, a content targeting product that places ads after top trending creator Reels, with brand safety controls via Inventory Filter defaulting to 'limited' and verification from Meta Business Partners. To address demand for real-time insights, Meta is testing Trends in Instagram's Creator Marketplace, which uses AI to identify trending topics on Reels, ranked by metrics, with relevant content and creator recommendations.
Additionally, a Creator Marketplace Discovery API will enable agencies and third-party tools to search for creators and gather insights. Ad format enhancements include partnership ads that allow featuring a single partner in the ad header (vs. both advertiser and partner previously), Facebook Live Partnership ads with user-generated content boosting, and a test of 16:9 or 1:1 video ads in Threads.
Meta also rolled out Video Expansion on Facebook Reels, using AI to expand video aspect ratios for a more immersive native experience. Actionable takeaways: Advertisers can leverage trending content for cultural relevance, scale creator partnerships via API, and optimize video performance with AI-driven expansion.
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