Efficiency Through AI-Based Targeting and Optimization Tools

Meta used its Brand Building Summit to present updates aimed at helping advertisers engage with cultural moments on its platforms. Among the new features are innovative ad formats, trending placements, and AI-powered targeting.

What’s New

• Trending Reels Ads are now open to more advertisers after a closed beta. This format places brands alongside the most popular Reels. Early results showed a 20% increase in unaided awareness — comparable to YouTube Select and higher than TikTok Pulse.
• Threads Ads now support carousel formats, 4:5 image and video rendering, and simplified campaign setup. With 400 million monthly active users, Meta positions Threads as a growing space for authentic conversations between brands and their audiences.

• Value rules for awareness and engagement campaigns expand AI audience prioritization beyond sales-focused objectives. Tests revealed that advertisers doubled their high-value conversions compared to standard setups.
• Landing page view optimization helps brands without direct pixel access (such as FMCG companies) reach users more likely to load their destination site. This reduced cost per landing page view by 31%.

Why It Matters

Today, brands are under immense pressure to remain relevant where culture is being shaped and where user attention is concentrated. If a few years ago it was enough to launch a classic ad campaign, now users expect brands to actively participate in cultural trends, respond to key events, and create content in formats that are already part of everyday life.

Expanding access to Trending Reels Ads creates new opportunities for companies — they can now directly associate themselves with what is “alive” in social media at this very moment. This is not just another ad placement, but a way to weave the brand organically into real user conversations. Meta’s research confirms that such integration significantly boosts brand awareness and recall — results often difficult to achieve through traditional tools.

At the same time, artificial intelligence is changing the rules of efficiency in campaigns. AI-powered tools such as value rules and landing page view optimization provide marketers with far greater flexibility and precision. They not only allow broad audience reach but also filter out low-quality impressions, focusing budgets on users most likely to engage with the brand. As a result, campaigns generate more conversions at lower costs, making advertising in the Meta ecosystem not only scalable but also economically efficient.

The Bigger Picture

Reels are shared more than 4.5 billion times daily, and users spend over half of their Instagram time in this format. This makes Reels the primary channel for cultural distribution — a modern form of “social television,” where new stars are born, music trends are launched, and viral challenges take shape. For brands, this is not only a tool for capturing attention but also a way to become part of real-time conversations.

Meta is intentionally reinforcing this effect, positioning its platforms as the place where trends originate and evolve — a space where brands can embed themselves organically into the cultural context instead of pushing intrusive messages. In this way, Reels become not only a source of entertainment but also a strategic business tool, enabling companies to stay closer to their audiences, speak their language, and build stronger brand trust.

Conclusion

For marketers, the key is not only using Meta’s new tools, but also integrating them into a comprehensive strategy. It’s important to test different formats — from Reels to Threads — and compare their impact on engagement and sales. Businesses should allocate budgets for experimentation to quickly identify the most effective channels and adapt communication to shifting user expectations.

Our team can help you set up Meta advertising so you get the most out of these new opportunities and stay one step ahead of your competitors.

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