Facebook has announced new themed theme targeting options for your in-stream ads, as well as the first phase of ads in Instagram Reels, expanding your reach options.
The first new add-on is the inserted ad targeting categories, which will provide more targeting options for your video ad campaigns.
As you can see here, the new segments tend to break down larger groups of topics into more specific subgroups of audiences.
As he explained Facebook:
“Enabled by machine learning, more than 20 video themes are available when you choose inline-only placements and brand goals for your campaign. This gives advertisers more choice in the content they want their ads to show and reach a engaged audience of video viewers.”
Extended topic targeting is similar to YouTube “Audience with affinities” – and more specifically, “Affinity-Affiliated Audiences” – that work on the same principle, allowing marketers to focus on more specific interests to maximize response.
Facebook hopes that its own version of the same will provide improved video ad targeting capacity for its in-product ad product – and with over 2 billion people watching eligible videos on the platform each month, this could certainly be valuable.
Facebook says it is launching a global test of new target segments, with the goal of a full launch later in the year.
We have the first appearance of Reels ads on Instagram, which give brands a way to take advantage of the TikTok clone platform.
As you can see here, the ads for reels are roughly the same as organic reels, in terms of format and presentation, but with additional features like the “Sponsored” transparency tag and CTA “Buy Now” button at the bottom.
Reel ads will run between clips with organic reels and can last up to 30 seconds.
Instagram has not provided any specific data on how Reels are going and what the user response was for the short clip option, but it seems to be gaining some strength, aligning with the broader trend of using TikTok.
The ads for the reels are being tested first with brands in India, Brazil, Germany and Australia, with a planned expansion “in the coming months”.
Lastly, Facebook is also adding new sticker ads for Facebook Stories.
As Facebook explained:
“In the coming weeks, we’ll be testing custom Facebook sticker ads with selected advertisers and creators. These ads will allow authors to monetize their Facebook stories with sticker-like ads and receive a portion of the resulting revenue. Brands will create custom stickers and creators can proactively place these sticker ads in your Facebook stories. “
It’s essentially another turn to influencer / brand partnerships, and creators can promote brands with organic-looking promotions within their stories.
What good would it do to be in Instagram Stories but in Facebook Stories? Meh.
Of course, it’s likely that the same functionality will eventually extend to Instagram Stories, but it doesn’t seem to have the same brand appeal value solely on Facebook Stories. But it might be worth trying out those who have access, and given its prominent, customized accommodation within, it might end up being a relevant option, depending on who your audience is engaging with on Facebook and see response rates on their Facebook content Stories.
Mostly these are pretty logical, expected add-ons, which may not change the games, but each will have a different value, depending on the ad targeting process and the way the audience reacts to each of these elements.
And as much as I’m not sure Facebook Stories is a powerful tool for brand promotion, I like the look of these new Stories promotion labels, and they have a lot of potential in other formats.
As of this week, new updates are being tested with a number of brands.