Have you ever found yourself scrolling through Instagram, captivated by a Reel showcasing festival looks or a makeup trend? Or did you click on a video that featured that one product you were just thinking about? Meta is responding to this with new advertising solutions for businesses and brands. During IAB NewFronts 2025, Meta announced a series of innovations designed to help advertisers better reach their target audience through trending content and popular creators on Instagram, Facebook, and Threads.
What changes for companies?
Meta is testing a new ad format:
Trending ads on Reels
These ads will be displayed immediately after the most popular creator Reels. Brands will soon also have the option to show their ads alongside specific topics such as beauty or sports. This occurs within safe and suitable content thanks to standard brand safety settings.
Additionally, Meta is working on
Trends in Instagram's Creator Marketplace.
This system shows in real-time which topics are the most popular, such as 'spring nails' or 'festival vibes.' AI analyzes trending content and connects brands with relevant creators. As a result, companies gain direct access to current insights and suitable content.
New formats are also appearing on Facebook. Advertisers can thus
Partnership Ads
executed with one visible partner in the header and experimentation is being conducted with
Facebook Live Partnership Ads
. Threads, the platform that closely resembles X (formerly Twitter), is now also testing video ads in 16:9 or 1:1 format among organic content.
What impact does this have?
For marketers, this means more control over where and how their brand is visible. The trending Reels ads ensure that your message is placed at a time when people are truly engaged. This increases the likelihood of clicks and brand recognition.
The connection with creators is also more efficient. Thanks to the new Creator Marketplace Discovery API, agencies and companies can more easily find suitable creators. The additional insights such as hook rate, engagement rate, and previous partnerships make it simpler to make data-driven decisions.
Moreover, brands have the opportunity to boost organic content from fans and users as ads. This allows for rapid deployment of content at scale, without the need for separate productions.
Tools and techniques that make a difference
Meta is strongly focusing on AI to support creativity. For instance, the Video Expansion feature on Facebook Reels helps advertisers automatically adjust existing videos to a more suitable format. Pixels are intelligently generated to enhance the image, making videos stand out better in the feed. Additionally, Meta now offers global access to ads on Threads, which expands the reach of campaigns.