Meta has announced some new Reels ad options to help more businesses tap into the popularity of the format, while it is also testing new third-party verification elements to reassure brand partners.

Here first off comes expansion from Meta in Reels advertising options, and with this, more brands have access to the option.
Ads on Reels first launched last year by Meta, and the company gradually expanded the programme to more creators and ad formats, increasing the number of ways marketers can tap into the increasing popularity of Reels.

And Reels clearly has become a much bigger focus for Facebook and Instagram users. According to Meta, people now spend more than half of their time on Facebook and Instagram watching video, while people are also re-sharing Reels more than 2 billion times every day, doubling over the last six months.

In a nutshell, Meta realigned its algorithm primarily on AI-based content recommendations. This basically made short-form video its core focus for retaining users in its apps-which naturally meant posts with links got much less prominence.

In other words, if you want to reach the most people with either app, you may be looking at short-form video -- but perhaps using Reels as an avenue for your promotions, as well, is an increasingly valuable consideration on its own.

Meta's also bringing App Promotions ads to Reels, both on Facebook and on IG, adding another consideration for Reels promotions.
Meta is also experimenting with music optimization in Facebook Reels, to deliver more creative and engaging tools for single image Reels ads.
the process, when chosen, will auto-apply free audio from Meta's Sound Collection library to your single image ad.

Single-image ads in themselves don't leverage the authentic engagement potential of the format, but Meta's research shows that adding music can drive greater interest.

We know that Reels ads with both music and voice-over show a +15-point statistically significantly higher average positive response score than those without sound and that's why we want to make it easier to source, select, and add music during the campaign creation process.".

On another front, Meta also rolled out a new test of a brand suitability Inventory Filter to help with ad placement management while working with Zefr on a new, third-party verification solution with select advertisers.

These new options will provide more assurance for brands in Reels ad placement, further maximizing reach and performance with their chosen audience.

These are a few useful add-ons, and with the advent of Reels, these could be extremely useful for brands keen to tap into Facebook and Instagram advertisements.

If you have not considered Reels ads yet, maybe the above stats will jog your thinking, and simple, single-image ads might be an easy way to get started on this front.