Meta is rolling out new ad features at the IAB NewFronts 2025 event, targeting short-form video content created by influencers and using AI to boost brand reach and cultural relevance.
The company is introducing Reels Trending Ads, which will display ads after popular Reels on both Instagram and Facebook, allowing brands to tap into viral trends. To maintain a safe environment for advertisers, Meta is implementing inventory filters and verification checks by accredited partners.
Meta is testing Trends in the Instagram Creator Marketplace, using AI to detect emerging cultural trends and suggest relevant content creators to partner with.
The Creator Marketplace Discovery API is being expanded, enabling third-party agencies and tools to more effectively find creators that fit a brand’s values and audience.
Boosting Creator Content
Meta’s approach is backed by stats: 53% of respondents say they’re more likely to buy a product if it’s promoted by a creator in Reels. The company is updating Partnership Ads to highlight the creator’s voice and authenticity.
Meta is exploring live-streaming ads on Facebook, creator-driven ads on Threads, and Video Expansion on Facebook Reels, which uses AI to automatically adjust video aspect ratios for a better mobile viewing experience.
The focus is on combining creativity with tech to empower human creators and drive results, with AI acting as a tool to enhance performance and innovation in ad campaigns.
- Reels Trending Ads will be available on Instagram and Facebook.
- Meta is testing Trends in the Instagram Creator Marketplace.
- The Creator Marketplace Discovery API is being expanded to third-party agencies and tools.
- Partnership Ads will now highlight the creator’s voice.
- Meta is exploring live-streaming ads on Facebook and creator-driven ads on Threads.
- Video Expansion on Facebook Reels uses AI to adjust video aspect ratios.