Meta rolled out a series of new AI-driven advertising and shopping features ahead of the holiday season, focused on helping brands merchandise through Reels and creators, diversify ad creative, and connect online and in-store sales to improve campaign performance.
Here's what's new:
-
Creator Filters Expansion – New language and region filters in Instagram’s creator marketplace to make it easier for businesses to find relevant creators worldwide.
-
Creator Catalog Ads – Brands can now combine partnership ads with Advantage+ catalog ads, including an intro card and automatic conversion of single media ads into catalog ads.
-
Creator Testimonials – Advertisers can add creator endorsements as featured comments within partnership ads on Instagram.
-
Reel Product Discovery – Meta is testing “show products” optimization that automatically turns single media Reels ads into shoppable catalog formats.
-
Swipe-Up Info Cards – Facebook Reels ads are adding more swipe-up details like advertiser page information to encourage reconsideration and conversions.
-
Video Catalog Ads – Advantage+ catalog ads in carousel format can now include product videos on Instagram Reels to help drive higher conversion rates.
-
Flexible Media Placements – Ads can be dynamically delivered into new placements if AI models predict stronger performance, with early testers seeing a 23% conversion lift.
-
Creative Insights – New reporting tools in Ads Manager will show which creatives work, which don’t, and offer recommendations to avoid ad fatigue and duplication.
-
Related Media Suggestions – AI recommends existing media to include in new ad sets, helping to boost the amount of ad creatives.
-
Omnichannel Ads Expansion – Now available globally, these optimize for purchases across online, in-store, and app channels while highlighting maps and discounts.
-
Global Shops Ads – Shops ads expand into new international markets (Mexico, Canada, Germany, France, Spain, Italy, Japan) and now support subscription businesses.
-
Email Signup Offers – More businesses can highlight promotions in exchange for email addresses in Facebook ads, with tests showing up to 4.6x more sign-ups.
Honestly, there are some impressive additions! Meta says it hopes these new features will help marketers “sleigh” sales with AI this holiday season.
In other Meta AI news… The company is bringing its AI translation tool to more users on Facebook and Instagram, which automatically dubs your Reels into another language and uses AI to make its dub match up with the sound of your voice and movement of your mouth. That's pretty wild!
