Meta’s Latest Ad Updates for Reels and Threads Boost Brand Reach

Meta’s Latest Ad Updates for Reels and Threads Boost Brand Reach

Meta has unveiled a new set of advertising updates designed to give businesses and marketers greater flexibility, reach, and control. Announced during its annual Brand Building Summit, these updates focus on enhancing ad formats for Reels and Threads while also introducing smarter tools for AI-driven ad targeting.

For marketers, this move represents an opportunity to connect more effectively with audiences, tell richer brand stories, and optimize campaign performance. With the holiday season approaching, these updates arrive at the perfect time for businesses looking to scale their digital marketing.

Reels Trending Ads Expanded

Meta has expanded access to Reels trending ads, allowing more advertisers to showcase their brands alongside the most popular and culturally relevant Reels content. These ads are powered by AI, which curates trending but brand-safe videos to ensure promotions appear in highly engaging spaces.

Brands can choose whether they want to advertise across all trending content or focus on specific categories such as fashion, pets, cars, or sports. More categories are expected to launch in the coming year, providing even more opportunities for brands to align with cultural trends.

Early results have shown strong performance. Meta reports that Reels trending ads can increase unaided brand awareness by as much as 20 percent. By placing promotions alongside content that audiences are already enjoying, brands can tap into cultural conversations and enhance their visibility in meaningful ways. Currently, advertisers working with a Meta sales representative can access this option.

New Advertising Formats for Threads

Threads, Meta’s fast-growing social platform, is also gaining new advertising tools. Marketers can now run carousel ads that allow for interactive storytelling, along with expanded image and video formats that support 4:5 rendering.

Meta is also introducing catalog ads to Threads, which will work in a similar way to Advantage+ catalog promotions already available across Meta’s platforms. This addition will make it easier for businesses to scale campaigns and promote products more efficiently.

One standout feature is that advertisers do not need a Threads account to run ads on the platform. Instagram and Facebook posts can now be extended into Threads ads, offering businesses a seamless way to repurpose their content across multiple platforms.

Meta also revealed new statistics that highlight the platform’s potential. According to the company, three out of four Threads users follow at least one business account. This demonstrates clear interest in branded content and indicates that Threads could soon become a valuable channel for marketing campaigns.

Smarter AI-Powered Ad Targeting

Meta is also making improvements to its AI advertising tools by expanding the use of conversion value rules. These rules allow advertisers to signal which types of audiences matter most, enabling Meta’s AI systems to prioritize those users.

Previously, value rules were only available for sales and app installation campaigns. With this update, they are now also available for awareness and engagement objectives. This change allows businesses to optimize not only for direct sales but also for early-funnel goals such as brand awareness and audience engagement.

According to Meta, early testing has shown that campaigns using value rules can generate twice as many high-value conversions compared to standard campaigns.

Additionally, Meta is enhancing landing page view optimization rules. This feature allows advertisers to target users who are more likely to remain engaged after clicking through an ad, improving the overall effectiveness of campaigns.

Why These Updates Matter for Marketers

Meta’s new advertising features are significant because they provide businesses with more creative control, expanded reach, and smarter targeting. For marketers preparing for the holiday season, these tools can help campaigns stand out in a crowded marketplace.

With Reels trending ads, businesses can tap into cultural moments and gain visibility alongside some of the most engaging video content available online. Threads advertising opens the door for new storytelling opportunities and broader audience reach, even for brands that have not yet established a Threads account. Finally, the expansion of AI-powered value rules and landing page optimization gives marketers greater control over campaign efficiency and return on investment.

In combination, these updates reflect Meta’s strategy of making its platforms more brand-friendly and results-driven. For advertisers, this is an opportunity to test new formats, explore new channels, and strengthen their presence across Meta’s ecosystem.

Frequently Asked Questions

What are Reels trending ads?
Reels trending ads are branded promotions placed alongside popular and culturally relevant Reels content. They are curated by Meta’s AI to ensure both safety and engagement.

Can businesses run Threads ads without a Threads account?
Yes. Meta now allows advertisers to extend Instagram and Facebook posts into Threads ads, eliminating the need for a separate account.

What are the value rules in Meta ads?
Value rules let businesses define the audiences they value most. Meta’s AI then uses these signals to prioritize targeting high-value users.

Why did Meta expand value rules to awareness and engagement campaigns?
This expansion provides greater flexibility, allowing advertisers to optimize for awareness and engagement as well as sales and app installs.

How do these updates help with holiday marketing?
By offering new ad formats, broader reach, and smarter targeting, Meta’s advertising updates give businesses a stronger chance to capture attention and drive conversions during the busy holiday season.