Meta Unveils New Advertising Options for Facebook Reels in Anticipation of the Holiday Season.

Several new advertising aspects to consider for Facebook Reels.
Meta Unveils New Advertising Options for Facebook Reels in Anticipation of the Holiday Season.

With the biggest shopping season of the year nearing, Meta has unveiled several new updates to Reels ads in an attempt to help brands tap into the fastest-growing content surface it has.
The first and most important update will add Collections Ads for Facebook Reels, an ad format that already exists on IG.
Meta has been testing the feature on both Instagram and Facebook since last October and now is rolling out its Collections ads to more brands through the Facebook Reels display. So, not all marketers will have access to it yet, but Meta intends to make the ad unit more accessible soon.

Of course, TikTok also has its own version of the same, so Meta's is largely moving into line with other short-form video ad options.

Expanding on the format, Meta is also testing new Multi-Destination Reels Carousel Ads, which will enable brands to drive viewers to multiple product pages based on each of the images shown in the display (this is already live for Carousel Ads on Instagram).

Meta will also add a new "Swipe Left" feature for Facebook and Instagram Reels ads that make it easier for viewers to easily switch over to learn more about the product/s in an ad.
This could require some level of behavioral re-adjustment by the users, but it is potentially an easy way through which brands can share additional insight and information with viewers of their ads.

Besides that, Meta is also creating new Advantage+ automation solutions for Reels ads, like:

Creative Optimization – Meta is introducing new, auto-generated templates for Reels promotions, which will help optimize your creative into the best-performing Reels formats. One of several new automation elements Meta is building into its Advantage suite, this will essentially make it easy for you to generate alternate versions of ads and ad creative through Meta's tools.
Music: Meta is also now providing its new music selection tool to all advertisers on iOS, which allows marketers to automatically apply free music from Meta's Sound Collection library, matched to your ad.
These new updates are now available within Meta's ever-evolving Advantage+ toolset within Ads Manager, which presents new ways to utilize automation in your Reels ads.

Finally, Meta reports that its brand suitability Inventory Filter control and its third-party brand suitability verification solution with Zefr will also cover Facebook and Instagram Reels from now on.
Meta first announced its partnership with Zefr back in March, and it's been expanding its third-party verification offering into all areas of ad placement gradually.
As per Meta:

Inventory filter enables advertisers to regulate what type of content may appear adjacent to their ads-aligned with the GARM Brand Suitability Framework-whilst third-party verification currently offered through Zefr serves as independent measurement to offer advertisers transparency and reporting of content adjacent to the ads. One way to think about brand suitability differences that vary between brands is a toy company versus an adult clothing company: the content that the two brands may be comfortable with their ads appearing next to might be quite different-and we want to empower all brands to craft the most suitable environment for people to see their ads.

So, in effect, you will now have higher assurance, through third-party validation, that your ads are not appearing next to objectionable content, which also applies to Reels placement.
These are some good takeaways, and with Reels being Meta's fastest-growing content element, it is well worth exploring your Reels advertising options, and how the format may be useful in your holiday campaign.

Data indicates people spend more time on Facebook and Instagram but post less because that time spent is increasingly being consumed by the never-ending stream of Reels clips, customized to your interests. That is a big behavioral shift, and if you want to move in line with it, Reels is where you need to be looking.

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2024-11-04 14:13:15