Meta broadens AI ad suite with Reels trending ads and new Threads formats
Meta adds AI tools across Reels and Threads to boost brand lift and simplify setup. Trending adjacency, new formats, Value Rules, and LPV optimization improve reach and costs.
Meta expands AI-driven ad solutions: What marketers can use right now
Meta announced a new slate of brand advertiser tools at its Brand Building Summit on Sept. 11. The theme is clear: more AI in placement, delivery and optimization - with simpler workflows across Reels and Threads.
If your brand runs short-form video, launches products on Instagram, or drives traffic to retail partners, these updates can tighten performance and simplify execution.
What's new
- Reels Trending Ads: now broadly available (via Meta sales reps) - AI places your ads next to relevant, trending, brand-safe Reels. Early tests show a 20% lift in unaided awareness, on par with YouTube Select (+20%) and ahead of TikTok Pulse (+14%). Lineups include overall trending or categories like animals and pets, beauty and fashion, cars, and sports.
- Threads ad expansion - New 4:5 rendering for single image and video ads. Meta is testing carousel ads now, with Advantage+ catalog and app ads campaigns coming soon. You can run Threads ads with your Instagram account and even create a Threads placement from an existing Instagram or Facebook post in Ads Manager.
- Value Rules for brand goals - Previously limited to sales and app campaigns, Value Rules now work for awareness and engagement. This lets you guide Meta's AI to focus delivery on your most relevant audiences. Tests showed 2x more high-value conversions versus campaigns without Value Rules.
- Landing Page View Optimization (LPV) for brands without the pixel - Helpful if you send traffic to partner retailers. Optimize for people likely to click and fully load the destination page. Reported results: 31% lower cost per landing page view, lower bounce rates, and higher-quality traffic.
Why it matters
Reels is a scale play with intent signals: 4.5 billion shares daily, over half of time on Instagram spent with Reels, and Meta reports 80% of Gen Z has purchased from a business after watching a Reel. Cultural adjacency plus AI placement gives brand lift more room to run.
Threads has reached 400 million monthly active users. With more formats and easier setup, it's becoming a viable reach extension - especially if you already have Instagram assets and don't want to manage another handle.
Proof of performance
- JCPenney x Dentsu: Reels Trending Ads placed after top creator Reels delivered a 32% higher ad recall and 6x greater favorability versus typical ads.
- SharkNinja: An influencer-led Reels Trending Ads campaign drove 91% incremental reach, 16+ million video views, and an 8.2-point lift in ad recall within weeks.
How to activate (quick start)
- Reels Trending Ads: Ask your Meta rep to enable. Pick a lineup (overall trending or category). Use tight hooks, bold subtitles, and native pacing (0-6 seconds for the thesis, 6-15 seconds for proof).
- Threads: Start with 4:5 image/video. Queue carousel tests when available. If you lack a Threads profile, run via your Instagram account and repurpose high-performing IG/FB posts in Ads Manager.
- Value Rules: For awareness/engagement, define who matters most (e.g., high-intent site visitors, 95% video viewers, engaged shoppers). Apply rules to weight delivery toward those segments.
- LPV Optimization: Use for retailer traffic and non-pixel flows. Track cost per LPV, bounce rate, and time on site weekly. Keep creative and landing pages fast and consistent to protect load rates.
- Measurement: Set lift targets before launch. Run split tests against business-as-usual. Watch unaided awareness, ad recall, incremental reach, and cost per outcome.
Benchmarks to watch
- +20% unaided awareness as a solid target for Reels Trending Ads
- Ad recall lifts in the 8-32% range based on early cases
- Up to 31% lower cost per landing page view with LPV Optimization
- High incremental reach (SharkNinja hit 91%) when paired with creator content
Planning notes
Meta reports its platforms are 66% more cost-effective at brand building than the average channel, and Q2 revenue rose 22% year over year to $47.52B, led by online commerce and AI-driven campaigns. Budget for Reels adjacency during key cultural moments and product drops, and use Threads for efficient incremental reach.
Resources
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