Hajra Naz
Meta has rolled out fresh ad tools at its annual Brand Building Summit. The updates include expanded Reels ad formats, new options for Threads ads, and smarter ways to guide AI-powered ad targeting. These changes aim to give marketers more reach, more creative control, and better alignment with audience behavior.
Reels Trending Ads
Meta is extending Reels trending ads to more advertisers. This feature places branded promotions next to the most popular and culturally relevant Reels content.
Meta explained:
“Reels trending ads use AI to curate trending and brand-safe Reels. Advertisers get access to highly engaging video content that connects with cultural moments. Available lineups cover all trending content or specific categories like pets, fashion, cars, and sports, with more to launch next year.”
Early testing shows strong results. Meta reports that Reels trending ads can boost unaided awareness by 20%. Advertisers with a Meta sales rep can now access this option.
New Ads for Threads
Meta is also building out ad tools for Threads. Brands will now have access to carousel ads and expanded image and video formats.
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Single image and video ads will support 4:5 rendering.
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Threads catalog ads will work like Advantage+ catalog promotions, helping businesses expand campaigns more easily.
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Even brands without a Threads account can run ads there. Instagram and Facebook posts can now be extended to Threads promotions.
Meta also shared new stats: 3 out of 4 Threads users follow at least one business. That signals strong promotional interest in the app and clear opportunities for brand reach.
Read More: Threads Rolls Out Auto-Added Thread Counts on Posts
Smarter AI Ad Targeting
Meta is expanding the use of conversion value rules. These rules let advertisers signal which audiences matter most, so Meta’s AI can prioritize those people.
Previously, value rules were limited to sales and app campaigns. Now they’re also available for awareness and engagement objectives.
Early results are promising. Meta says campaigns using value rules are delivering 2x more high-value conversions compared to standard campaigns.
In addition, Meta is enhancing landing page view optimization rules. This allows brands to better target engaged users and drive stronger campaign results.
Why This Matters for Marketers
These updates land just in time for the holiday marketing season. Brands now have:
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More creative formats on Threads
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Wider reach via Reels trending ads
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Greater control with AI-powered value rules
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Improved flexibility for landing page targeting
Together, the changes give advertisers new ways to scale campaigns while staying aligned with consumer trends.
Read More: Meta Introduces Real-Time AI Audio Translation for Video Content
FAQs
1. What are Reels trending ads?
Reels trending ads place promotions beside the most popular Reels content, curated by Meta’s AI. They give brands more exposure by tapping into cultural moments.
2. Can I run Threads ads without a Threads account?
Yes. Meta now allows Instagram and Facebook posts to be used as Threads ads, so businesses can promote content without creating a Threads profile.
3. What are value rules in Meta ads?
Value rules let advertisers define the audiences they value most. Meta’s AI then prioritizes those groups, boosting the chances of reaching high-value users.
4. Why did Meta expand value rules to awareness and engagement campaigns?
This expansion gives brands more flexibility. It helps marketers optimize early-funnel campaigns and not just sales or app installs.
5. How can these updates help with holiday marketing?
More ad formats, broader Reels exposure, and smarter targeting tools mean brands can capture attention quickly and drive stronger results during peak shopping periods.
