Meta Expands Creator-Led Advertising With Reels Trending Ads, Creator Marketplace Updates, and Threads Video Ads
Meta
Meta unveiled several updates to its creator-brand advertising solutions. Highlights are:
Reels Trending Ads: Brands can deliver ads after popular, engaging creator Reels, such as top overall trending Reels or top trending topical lineups like beauty and sports.
Trends in Instagram Creator Marketplace: It highlights and ranks topics that are trending on Instagram Reels, and recommends creators based on those topics.
Creator Marketplace: Brands can use AI-powered keyword search suggestions to find creators and view metrics like hook rate, interaction rate, and past brand partnerships to elevate them.
Recommendations: AI-powered suggestions for which organic creator content to use in Partnership Ads, based on what will likely perform best. Meta will also surface users and creators who have posted about a brand.
Creator Marketplace Discovery API: Meta is testing a new API that will allow third parties to connect with Instagram’s Creator Marketplace to discover creators at scale.
Facebook Live Partnership Ads: Advertisers can now boost Facebook Live videos via Partnership Ads.
Video Ads on Threads: Select advertisers can test 16:9 or 1:1 video ads that appear between organic posts in the feed.
Why It Matters: Meta is adding new and improved ways for brands to partner with creators across its family of apps.
With Reels Trending Ads, it gives advertisers the ability to show up alongside trending content, similar to TikTok Pulse. With the Trends tab, search updates, and AI-powered recommendations, brands have new ways to discover and assess creators based on their content and likely performance.
Partnership Ads for Facebook Live and new ad units on Threads open fresh opportunities for brand placements. The Facebook Live update is especially notable, given Meta had been pulling back from live. This suggests it may be watching TikTok’s live shopping success and considering re-entering the space.
