Meta’s New Tools Give Brands More Ways to Stand Out
At this year’s IAB NewFronts, Meta introduced a variety of advertising updates aimed at helping brands show up in smarter, more culturally relevant ways across Facebook, Instagram, and Threads.
The updates cover short-form video, creator discovery, and AI-powered creative tools. But the common thread? No pun intended, giving businesses more ways to meet users where they’re already engaged, with content that feels native, timely, and worth paying attention to.
One of the biggest themes this year is tapping into real-time cultural trends. Meta is experimenting with Reels Trending Ads, which let advertisers run campaigns directly after the most popular creator-driven Reels. Brands will eventually be able to target ads around specific trending topics, from beauty to sports, making it easier to align content with what people are already watching and sharing.
On top of that, Meta is expanding its Creator Marketplace with new AI-powered tools to help brands evaluate potential partners and find the right fit faster. Think: suggested keywords, interaction rates, and a peek at past brand deals. A new Creator Marketplace Discovery API is also being tested, making it easier for agencies and third-party tools to scale creator partnerships across campaigns.
For brands using Partnership Ads, there’s more flexibility, too. Advertisers can now choose to highlight a single creator in the ad’s header, making room for a more authentic, personality-driven voice.
Meta was also clear about video: don’t just make it, maximize it. A new Video Expansion tool for Facebook Reels can automatically optimize video creative by adjusting aspect ratios, giving assets a more immersive, native feel. These updates are designed to unlock better performance and drive stronger outcomes without needing a full reshoot or re-edit.
Over on Threads, the platform introduced ads recently, and now, video ads are also beginning to roll out. A limited test is now underway, with select advertisers testing 1:1 and 16:9 formats. While Threads is still growing its ad presence, this move signals Meta’s ongoing commitment to unifying campaign strategies across its full ecosystem.
Whether you’re running Reels, boosting live content, or exploring creator partnerships, Meta’s updates offer a clear direction: lean into content that reflects the real world, use data to guide decisions, and let creators help tell your story in a way that feels natural to the feed.
Explore the full details here.
At Bennington Brookstone, we help small businesses stay ahead of the curve. From strategy to execution, we’re here to make the latest digital tools work for you. Call, DM, or email sbellem@bbrookstone.com to get started. Our team of experts is here to guide you through the ever-changing world of digital marketing.
