This is a useful update. Meta has announced enhancements to its Marketing API, ensuring that users creating Instagram Reminder Ads in third-party applications will have access to the same functionalities available in Meta Ads Manager.

Previously, the API lacked certain features that Ads Manager offered, which has been a frustration for many marketers.

As Meta explained:

“After consistently receiving feedback about this disparity, we are now introducing additional reminder ad features via the Instagram Marketing API as of August 19, 2024. These features include targeting audiences on Instagram Reels with reminder ads, scheduling reminders for the appropriate time periods, and adding events to ads that optimize for thruplay or reach.”

While it’s not a groundbreaking change, this update will allow those running Instagram ads through the API (i.e., third-party tools) to create a wider variety of ads and experiences.

Reminder Ads can serve as an effective re-engagement strategy, and these new features will enable more businesses to leverage this format. Although the features themselves aren't new, the expanded API access means that more brands can utilize them in various ways.

Overall, it’s a practical update that could simplify the process for many social media managers.