At IAB NewFronts 2025, Meta announced six advertising updates that give creators and brands more ways to engage and more efficient delivery. The changes span Instagram, Facebook and Threads. They include Reels trending ads and Threads video ads, and partnership ads will soon support Facebook Live content. There are also AI-driven creator recommendations and a new Trends feature in the Instagram Creator Marketplace. Some features are still in testing and are expected to launch in the Taiwan market soon.
1. Reels trending ads will run right after popular Reels
Meta is testing a new format on Instagram Reels called Reels trending ads. It is a short-form video ad solution that places a brand’s ad directly after the most popular creator-made Reels. Advertisers can choose to place ads next to the most popular Reels overall, or next to the most talked-about content in specific topic categories such as beauty or sport.
2. Instagram Creator Marketplace adds Trends and an API
Meta is testing a Trends feature in the Instagram Creator Marketplace, so advertisers can find real-time, culturally relevant insights on Instagram. Meta has also started testing a Creator Marketplace API, which lets businesses find and connect with high-quality creators at scale and make partnership decisions based on data.
3. Upgraded AI recommendations and search for creator partnerships
Meta recently launched an AI-powered, personalised creator content recommendation system on Instagram. It helps brands identify which branded content is best suited to run as ads. The feature will expand to Facebook and be integrated into the recommended content section of the Partnership Ads Hub.
4. Partnership ad headers can show a single partner, and live video is coming
On Facebook and Instagram, Meta has updated how partnership ad headers are displayed. Previously, both the advertiser and the partner were shown together. In future, advertisers can choose to show only the partner, which puts more weight on the creator’s personal brand and authentic voice. Meta is also testing Facebook Live Partnership Ads. This means partnership ads will soon support live videos made with creators, so advertisers can use creators’ live streams to increase brand engagement and exposure.
5. Threads video ads enter testing
Meta has expanded Threads ads to all eligible advertisers worldwide. Next, it will test video ads in 16:9 or 1:1 aspect ratios placed between posts in the Threads feed, giving brands a new channel to engage audiences on the platform.
6. Video expansion on Facebook Reels for more immersive ads
Meta has started rolling out Video Expansion on Facebook Reels. This AI-driven technology automatically fills in parts of the frame that are not shown and extends the video’s aspect ratio, creating an immersive, native viewing experience.
Meta’s ad tools keep evolving, and CloudAD keeps track of the key updates for you. We regularly round up the latest ad formats, platform changes and practical applications across media, so you can stay on top of media strategy and planning trends.
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