The Cannes Lions International Festival of Creativity, a global stage where industry players converge to discuss the next big things in marketing and creativity, has served as the platform where Meta has announced its latest advancements. The social media behemoth is set to introduce new features to Reels, its popular video platform, and is also preparing for the launch of AI-driven solutions tailored for businesses.
Recognizing the escalating trend of video consumption, Meta is set to leverage this by enhancing and expanding its offerings on Reels. Users on Meta platforms, especially Facebook and Instagram, now dedicate over half of their active time to watching videos. Significantly, users re-share Reels content over 2 billion times per day, showing a two-fold increase in the last six months alone.
To assist businesses in tapping into this burgeoning market and achieving significant outcomes, Meta is rolling out new enhancements. It plans to extend ads on Reels to Instagram advertisers, which allows businesses to seamlessly connect with customers through engaging creator content. By placing image ads directly on Reels, businesses can broaden their reach to audiences without causing any disruption to the viewer’s experience.
Furthermore, Meta is introducing app promotion ads (previously known as app install ads) to Facebook and Instagram Reels. In the current era of mobile saturation, many businesses struggle to make their apps stand out. With the integration of app promotion ads, Meta aims to help businesses cut through the noise and reach users who are always on the lookout for new interests.
In an experimental move, Meta is exploring music optimization for Facebook Reels. They aim to make single-image reel ads more captivating with a variety of music from the Meta Sound Collection library. Their research shows that Reels ads with both music and voice-over garner a 15-point higher average positive response score compared to ads without sound.
To effectively market these formats to advertisers, Meta is creating an immersive experience at The Cannes 2023. The event, in collaboration with KidSuper, will guide guests through Reels creation, inspiring them and imparting best practices for crafting engaging content.
In addition to these, Meta is piloting its newly introduced brand suitability Inventory Filter, along with the third-party verification solution in partnership with the Meta Business Partner Zefr. These advancements will be initially tested on Facebook and Instagram Reels with select advertisers. Building upon the spring launch on Facebook Feed, Meta is also currently conducting third-party verification tests with Zefr on Instagram Feed. The company is set to share more details in the upcoming weeks.
These exciting developments showcase Meta’s commitment to innovating and reshaping the digital marketing landscape. The company’s investment in AI and the enhancements to Reels attest to its dedication to providing businesses with the tools they need to reach and engage their customers in an increasingly digital world.
This news is based on a report by Social Samosa.