To offer businesses new ways to reach potential customers, Meta is hugely expanding its advertising options on Instagram and Facebook. For example, they want to make it easier for companies to put advertising contributions into short video collections called “Reels”. The group is now testing four- to ten-second Facebook ad clips, which start after the first viewing of a reel and can optionally be skipped. At the bottom of the reels, Facebook will show horizontal scrolling advertisements with up to ten images in the future.
Advertise more efficiently with artificial intelligence
With the help of artificial intelligence, Meta wants to refine the target groups for future marketing campaigns and find even more specific people for whom the respective offer could be interesting. AI technology is also expected to help track users who are particularly likely to make a purchase through advertising displayed when advertising is placed within messaging applications such as WhatsApp, Facebook Messenger, and Instagram Direct. Especially on Instagram, Meta is hugely increasing the number of advertisements.
As of now, both the Explore tab and other users’ profile feeds are full of ads. In the United States, select account holders who allow advertisements in their profiles even receive financial compensation. Again with the help of AI, Meta wants to show appropriate advertising under the ads that users have interacted with. This way, potential customers should tap directly from one advertisement that interests them to the next. Finally, looking at the development of the Metaverse, Meta is launching augmented reality advertising on Instagram. For example, furniture or accessories should be able to be placed in the room using the camera of a smartphone. It remains to be seen what further fruits this possibility will bring.
