Meta lance nouvelle publicité format on Reels

Meta confirms its stratégie focused on short videos and engagement generated by Reels. At the Brand Building Summit, the platform a dévoilé a new premium publicité slot on Reels. This will allow annonceurs to run their campagnes immediately after the most popular Reels on Facebook and Instagram.

This new Reels publicité insert is a powerful opportunity for brands: they can associate their message with content that has a very large audience, benefit from maximum attention, and boost the effectiveness of their campagnes in terms of brand building and performance.

An publicité showcase behind the most engaging Reels

Previously reserved for a select few annonceurs, the basées sur l'IA « Reels trending ads » programme is now available to everyone. The principle is simple: the ad campagne is displayed immediately after a Reel that attracts a large audience and reflects a cultural trend.

annonceurs will Par conséquent be able to configure their campagnes in two ways:

• By broadcasting them after any trending Reel,
• Or by targeting a specific theme such as beauty, cars, sport or animals…

Selon Meta, initial tests of this nouvelle publicité insert on Reels are showing promising results. With a 20% increase in spontaneous awareness, it scores on a par with YouTube Select (+20%) and higher than TikTok Pulse (+14%). Meta has not yet released any information on pricing or the rollout schedule in Europe, particularly in France. These details are expected to be clarified shortly afin de better frame the opportunities offered by this nouveau format.

Threads enhances its publicité features

At the same time, the group founded by Mark Zuckerberg took advantage of the Brand Building Summit to annonce new options on Threads. This application is « growing rapidly » and Meta wants to capitalise on this as its user base expands. With over 400 million monthly active users, Threads offers annonceurs an opportunity to expand their ad campagnes.

le nouveau features a annoncé include:

• Ad formats: Meta présente the 4:5 format for image, video, or carousel publicités.
• App connection: Brands without Threads accounts can now launch campagnes there via their Instagram account. It is now possible to run a Facebook or Instagram campagne directly from Ads Manager.

Meta Ads Manager: un nouveau value-based targeting option

With these nouvelles fonctionnalités – publicité inserts on Reels, enriched formats on Threads and value rules in Ads Manager – Meta is confirming its ambition. The platform offers more effective publicité solutions that are better suited to the needs of brands. Bien que some features are not yet available on the UK market, they already reflect a major strategic shift by Meta towards publicité performance.

Please do not hesitate to contact our Social Ads agency to activate these levers as soon as they are a lancé and maximiser l'impact de your campagnes on the Meta ecosystem.