As the grand shopping season looms, Meta has rolled out fresh updates for Reels ads to assist brands in leveraging its rapidly expanding content platform.
New collections ads on Facebook Reels
Initially, Meta is introducing Collections Ads for Facebook Reels, a feature already present on Instagram. The testing phase for this feature on both Instagram and Facebook commenced in October last year. Now, it’s extending the Collections ads to a broader spectrum of brands on the Facebook Reels display. However, not all marketers will have immediate access to it, but Meta plans to enhance this ad unit’s availability shortly.
TikTok has its version of this feature, aligning Meta with other short-form video advertising options.
Testing multi-destination and “Swipe Left” features
Additionally, Meta is exploring the Multi-Destination Reels Carousel Ads, enabling brands to redirect viewers to multiple product pages depending on the images displayed. This feature is already active for Carousel Ads on Instagram.
Moreover, a new “Swipe Left” functionality is being added to Facebook and Instagram Reels ads, simplifying the process for viewers to toggle across and delve into more details about the products showcased in an ad.
Meta’s Advantage+ automation solutions
Meta is also in the process of developing new Advantage+ automation solutions for Reels ads. This includes:
- Creative Optimisation: Meta is launching new auto-generated templates for Reels promotions to help transform your creative into the most effective Reels formats. It’s one of the various new automation features Meta is integrating into its Advantage suite, facilitating the effortless creation of alternate ad versions and ad creatives via Meta’s tools.
- Music: A novel music selection tool is being made available to all advertisers on iOS, allowing marketers to seamlessly apply free music from Meta’s Sound Collection library to their ads.
These updates are part of Meta’s evolving Advantage+ toolkit within Ads Manager, offering new avenues to employ automation in your Reels promotions.
Enhanced brand suitability control and verification
Lastly, Meta has mentioned that its Brand Suitability Inventory Filter control and third-party brand suitability verification solution, in collaboration with Zefr, will also encompass Facebook and Instagram Reels.
The partnership between Meta and Zefr was announced in March, with a gradual extension of third-party verification offerings into all realms of ad placement.
According to Meta, the Inventory filter enables advertisers to regulate the type of content appearing next to their ads, in line with the GARM Brand Suitability Framework. Meanwhile, the third-party verification through Zefr offers an independent measurement, granting advertisers transparency and reporting on content adjacent to ads. The objective is to empower brands to create a suitable environment for audiences to view their ads, ensuring that their advertisements are not displayed alongside offensive content, extending to Reels placement.
Meta’s recent updates for Facebook Reels advertising provide brands with more innovative tools and assurance, especially with third-party verification, as they strategise for the upcoming holiday shopping season.
