Meta launches new advertising format on Reels

Meta confirms its strategy focused on short videos and engagement generated by Reels. At the Brand Building Summit, the platform unveiled a new premium advertising slot on Reels. This will allow advertisers to run their campaigns immediately after the most popular Reels on Facebook and Instagram.

This new Reels advertising insert is a powerful opportunity for brands: they can associate their message with content that has a very large audience, benefit from maximum attention, and boost the effectiveness of their campaigns in terms of brand building and performance.

An advertising showcase behind the most engaging Reels

Previously reserved for a select few advertisers, the AI-based “Reels trending ads” programme is now available to everyone. The principle is simple: the ad campaign is displayed immediately after a Reel that attracts a large audience and reflects a cultural trend.

Advertisers will therefore be able to configure their campaigns in two ways:

• By broadcasting them after any trending Reel,
• Or by targeting a specific theme such as beauty, cars, sport or animals…

According to Meta, initial tests of this new advertising insert on Reels are showing promising results. With a 20% increase in spontaneous awareness, it scores on a par with YouTube Select (+20%) and higher than TikTok Pulse (+14%). Meta has not yet released any information on pricing or the rollout schedule in Europe, particularly in France. These details are expected to be clarified shortly in order to better frame the opportunities offered by this new format.

Threads enhances its advertising features

At the same time, the group founded by Mark Zuckerberg took advantage of the Brand Building Summit to announce new options on Threads. This application is “growing rapidly” and Meta wants to capitalise on this as its user base expands. With over 400 million monthly active users, Threads offers advertisers an opportunity to expand their ad campaigns.

The new features announced include:

• Ad formats: Meta introduces the 4:5 format for image, video, or carousel adverts.
• App connection: Brands without Threads accounts can now launch campaigns there via their Instagram account. It is now possible to run a Facebook or Instagram campaign directly from Ads Manager.

Meta Ads Manager: a new value-based targeting option

With these new features – advertising inserts on Reels, enriched formats on Threads and value rules in Ads Manager – Meta is confirming its ambition. The platform offers more effective advertising solutions that are better suited to the needs of brands. Although some features are not yet available on the UK market, they already reflect a major strategic shift by Meta towards advertising performance.

Please do not hesitate to contact our Social Ads agency to activate these levers as soon as they are launched and maximise the impact of your campaigns on the Meta ecosystem.