IAB NewFronts 2025: Meta Presents New Solutions for Creators and Brands

Takeaways

To help businesses reach the right person:

• In Instagram Reels, we are testing Reels trending ads, a new short-form video solution that seamlessly delivers against the most trending, creator-created Reels.
• We’re testing Trends in Instagram’s Creator Marketplace to allow advertisers to discover real-time culturally relevant insights on Instagram. We’re also beginning a test of the Creator Marketplace API, enabling the ability for businesses to discover and connect with high-quality creators at scale and make data-driven decisions about their partnerships.
• We’re introducing new ad formats on Facebook and Instagram, including the ability to run Partnership Ads with one partner in the ad’s header and Facebook Live Partnership ads.
• We’ve begun to roll out Video Expansion on Facebook Reels which helps advertisers unlock more performance from their video assets and drive better outcomes
• We’re testing video ads on Threads so businesses can expand their reach and engage with their audience in a familiar way across multiple platforms.

With billions of daily interactions, Meta is where people discover, connect, and buy. Our diverse ad formats and surfaces help your message get seen and heard. Reels alone see 4.5 billion reshares daily.

Today, we’re announcing a test of Reels trending ads, new creator marketing solutions on Facebook and Instagram, and video ads for Threads.

When your ad is at the center of the cultural conversation, this helps break through and capture your customer’s attention.

That’s why we’re testing Reels trending ads, a new content targeting product that seamlessly delivers ads immediately after the most popular, engaging creator-created Reels across our platforms. Brands may choose to run their ads next to overall top trending Reels or top trending topical lineups such as beauty, sports and more content lineups in the future.

Reels trending ads utilizes our brand safety and suitability controls, like Inventory Filter, defaulting to the ‘limited’ setting, as well as verification from Meta Business Partners.

One of our top asks from advertisers is access to more real-time insights and trends. To address this, we're testing Trends in Instagram's Creator Marketplace, which will enable businesses to tap into real-time insights and create culturally relevant creator content for their partnership ads campaigns. Trends leverages AI to identify topics that are trending on Instagram Reels, we then rank the trends based on a variety of metrics and showcase relevant reels content along with recommended creators.

To get inspired on building culturally relevant ads for their next campaign, businesses can discover trends like ‘spring nails’ or ‘festival vibes.’

Discover and Scale Creator-Led Content

Finding the right creator to tell your brand's story is foundational to a campaign’s success – 53% of people surveyed agree they are more likely to purchase an item if it’s been promoted by a creator on Reels.

We recently launched personalized, AI-enabled creator content recommendations for brands on Instagram and today will expand access on Facebook. These help marketers identify what relevant branded content may perform best as an ad. Find these in our “Recommended” content within Partnership Ads Hub.

For example: a beauty brand will have visibility into their organic branded content in the hub, and we will use AI to recommend which content to leverage in partnership ads campaigns.

Finding high-quality creators at scale can be a barrier for brands looking to expand their creator marketing efforts. Soon, we will begin a limited test of a Creator Marketplace Discovery API for Instagram to make it easier for businesses to connect with creators through their agencies and third-party tools. With this API, these partners will be able to search for creators and gather insights to help marketers find the right creator for their next campaign.

And while this is available for Instagram today, the ability to boost user-generated content on Facebook will give advertisers access to relevant Facebook content from both everyday users and creators to use in partnership ads. This allows businesses to quickly source content from people who already love their brand and run partnership ads at scale.

We’re also enhancing businesses' ability to discover and evaluate creators for their ads campaigns using Instagram’s Creator Marketplace by adding AI-powered keyword search suggestions, hook-rate, interaction rate, and creator’s past partners.

Enhance Your Storytelling with New Formats and Tools

Previously with Partnership Ads, both the advertiser and a partner were listed in the ad’s header. Now advertisers have the ability to feature one partner in the ad’s header on Facebook and Instagram. This gives marketers options to lean more into the creator’s unique brand and authentic voice.

We're also testing Facebook Live Partnership ads with the choice to boost user generated content, so advertisers can boost live videos in partnership with creators as a partnership ad.

We recently expanded ads in Threads to all eligible advertisers globally. Soon, a small number of advertisers will test 16:9 or 1:1 video ad creative delivered in between pieces of organic content in Threads feed to offer businesses a new way to engage with their audience.

Lastly, we’ve begun to roll out Video Expansion on Facebook Reels, which helps advertisers unlock more performance from their video assets and drive better outcomes. Video Expansion seamlessly adjusts video creative assets by generating unseen pixels in each video frame to expand the aspect ratio, creating a more immersive and native experience.

Video expansion is a great example of how AI will not replace creativity, but enhance it. Our suite of Gen AI creative tools will help mark a new era of creativity, which advertisers and agencies – and all of you in this room – will have a key role in shaping that future.