Meta adds Threads feed ads to its marketing API for more ways to launch and manage Threads ad campaigns.

Meta adds Threads feed ads to its marketing API for more ways to launch and manage Threads ad campaigns.

Meta has announced a series of new ad and creator features across its platforms, including Reels, Facebook, Instagram, and Threads. These updates aim to enhance the ad experience and creator engagement.

Meta is testing a new ad format, Reels Trending Ads, which appears immediately after popular, frequently viewed Reels from creators. This format allows brands to show ads next to top trending Reels or within specific thematic categories such as beauty or sports, similar to TikTok’s Pulse format [1].

To cater to current interests, Meta is also testing a new feature within Instagram’s Creator Marketplace called Trends. This AI-driven tool detects trending topics on Reels and links them with matching creators and content for advertisers to use in their campaigns [1].

Meta is expanding its existing tools by rolling out AI-driven creator recommendations from the Partnership Ads Hub on Instagram to Facebook. Additionally, a small-scale test of a Discovery API for the Creator Marketplace on Instagram is being launched, allowing partners to better search for suitable creators and access associated data. Marketers will gain access to new AI features such as smart keyword suggestions, hook rate, interaction rate, and a summary of a creator’s previous brand partners [1].

Meta is also testing Facebook Live Partnership Ads, where brands can boost live videos from creators as part of a partnership. The company is introducing Video Expansion on Facebook Reels, which automatically resizes videos by adding non-visible pixels to optimize the image size for a more immersive experience [1].

Meta is bringing ads to its newest platform, Threads. After earlier tests with Wendy’s and GroupM, it is now launching a small-scale pilot of in-app video ads (16:9 or 1:1 format) placed among organic content in the feed. This functionality is now integrated into Meta’s Marketing API, allowing third-party platforms to create ads on Threads [2].

With 350 million monthly active users, Threads is on track to become Meta’s next major platform. Ads in Threads feed will appear between organic content in the Threads home feed, with available objectives including Reach, Traffic, and Website Conversions [2].

Meta’s brand safety and suitability standards will be included in Threads ads, along with an inventory filter that allows brands to adjust the sensitivity level of the content their ads appear next to. For now, advertisers will need to run their Threads ad campaigns on Instagram as well [2].

The Threads feed currently supports single image ads with aspect ratios from 16:9 to 9:16. Third-party comment moderation is not yet supported for Threads ads, but brands can reply to or hide individual replies to their ads by clicking on the “Reply” notification in the app [2].

These updates reflect Meta’s ongoing efforts to diversify its ad offerings and improve user engagement across its platforms.

References:
[1] https://www.techcentral.ie/meta-expands-ad-capabilities-on-reels-facebook-instagram-and-threads/
[2] https://www.mediapost.com/publications/article/406026/meta-integrates-threads-feed-ads-into-its-marketin.html