Changing Brand Strategies Through Adjustments to Reels, Threads, and "Value Rules"
Meta, formerly known as Facebook, is set to revolutionise its advertising landscape with the introduction of Reels Trending Ads and the expansion of Threads as advertising platforms. The official availability of these new formats is expected in late 2024 to early 2025.
Reels Trending Ads are AI-supported ad placements that appear alongside trendy Reels content, offering advertisers the opportunity to position their ads both alongside general trend content and in specific categories like "Animals & Pets", "Beauty & Fashion", "Cars", or "Sports". These ads have shown impressive performance, even outperforming TikTok Pulse, a comparable offering from a competitor, in some cases.
Meta's new formats also include 4:5 renderings for single image and video ads, as well as carousel ads, designed for Threads. Initial tests by Meta show that these ads generate a 20% higher organic attention than traditional campaigns.
Brands are advised to test these new formats early, develop clear definitions of "valuable target groups", and use an integrated strategy that leverages existing content from Instagram and Facebook for Threads. New formats reduce the effort required to produce advertising materials and simplify the use of existing content across platforms.
However, the new innovations may pose risks due to concerns about costs, brand safety, and measurability. Success with AI-driven campaigns will largely depend on the transparency of attribution. The requirements for budget control and campaign planning will also increase with the new innovations.
Meta has made the decision to remove the possibility for detailed targeting exclusion, aligning with Mark Zuckerberg's strategy to encourage advertisers to trust the AI. Brands will no longer need to operate a separate Threads profile to run ads; existing Instagram or Facebook posts can be extended to Threads via the Ads Manager.
The use of Value Rules in campaigns can result in twice as many high-quality conversions compared to standard campaigns. This feature allows advertisers to instruct Meta's AI to prioritise particularly important target groups in awareness, engagement, sales, or app campaigns.
Brands will need to adapt creative content to specific requirements for the new formats. Higher performance is likely to come with increasing prices in the new advertising formats. It's crucial for brands to strike a balance between leveraging these innovative tools and managing costs effectively.
In conclusion, Meta's new advertising formats and AI-driven campaign tools present both opportunities and challenges. Brands should approach these innovations with a strategic mindset, testing new formats early, defining valuable target groups, and ensuring transparency in attribution to maximise the potential benefits while managing costs and risks effectively.
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