Meta has announced a range of new advertising features designed to help businesses boost sales during the busy holiday season. The tools, many of which are powered by artificial intelligence, focus on improving creator collaborations, enhancing video advertising, and expanding opportunities across Facebook and Instagram.
Expanding creator collaborations
Meta is rolling out new ways for brands to partner with creators, making it easier to target the right audiences. The company is adding more language and region filters to Instagram’s Creator Marketplace, allowing businesses to find creators that better match their geographical needs.
“We’re adding more language and region filters to cater to a business’s geography, as we onboard more creators globally to Instagram’s creator marketplace,” Meta said.
Additionally, brands will now be able to utilise partnership ads with Advantage+ catalogue matching. This feature lets businesses include a partnership “intro card” on carousel ads, combining creator promotions with AI-driven product matching. Advertisers can also use the “Show Products” optimisation to automatically turn single media partnership ads into catalogue displays when it is predicted to improve performance.
Meta reported that advertisers who tested this option saw a 4% higher click-through rate and a 3% higher conversion rate compared to ads without the optimisation. Businesses will also be able to include creator testimonials in partnership ads on Instagram worldwide. According to Meta, “With testimonials, marketers can increase the performance of their partnership ads by providing product endorsements as a featured comment within the ad.”
Enhancing video ad formats
With video consumption on Meta platforms increasing 20% year-on-year, the company is expanding its video advertising options. A new “Show Products” optimisation for Reels ads will automatically transform a single media ad into a shoppable format, pulling items from a brand’s catalogue. Users will also be able to access additional advertiser details by swiping up on Reels ads.
Meta is further introducing video catalogue listings within carousel ads on Instagram. Businesses using Advantage+ catalogue ads will be able to feature product videos in Reels, an update that Meta says has delivered an average 7% increase in conversions compared to static image ads.
The company is also promoting its Flexible Media tool, which allows the ad system to place adverts in new spots if it predicts better results. Meta reported that advertisers testing this feature saw a 23% increase in conversions.
Expanding global reach and insights
Beyond creative tools, Meta is offering advertisers expanded global access to several services. Omnichannel ads, which encourage purchases across different sales channels, are now available worldwide. Shop Ads are being extended to Mexico, Canada, Germany, France, Spain, Italy and Japan, opening new markets for e-commerce sellers.
Meanwhile, more Facebook advertisers will gain access to email sign-up offers. These ads enable businesses to offer promotional discounts in exchange for email addresses, which Meta claims resulted in an average 4.6 times increase in email submissions during testing.
To support campaign planning, Meta is adding creative insights in Ads Manager to highlight which approaches perform best. It is also introducing “related media” recommendations, suggesting existing content that can be added to new campaigns. According to the company, these recommendations can increase the diversity of creative material and help advertisers reach new audiences.
Meta believes these updates will provide marketers with more efficient ways to connect with customers, particularly during the crucial holiday shopping period.
