October 20, 2023

Meta introduces new Reels ad features

Meta introduces new Reels ad features

As the holiday season approaches, Meta has announced the introduction of new ad features for Facebook and Instagram Reels.

The move is due to a surge in daily Reels plays—exceeding a whopping 200 billion on Facebook and Instagram—making Reels ads more attractive to advertisers.

It's also in response to the never-ending growth of TikTok and the surge in popularity for YouTube Shorts.

Below are the main features changes you should look out for...

Reels features to drive performance

Collection ads

Originally introduced on Instagram and now being tested on Facebook, these ads showcase one primary video or image, supported by smaller accompanying images.

The goal is to let users conveniently delve deeper into products that pique their interest.

New collection ads for Reels
Meta's new Collection Ads for Reels

Multi-destination Reels carousel ads

To create a more seamless shopping experience, there'll now be multi-destination call-to-action features on both Facebook and Instagram Reels.

This means you can guide your audience to a variety of product pages, simplifying the search for desired items and potentially increasing your sales.

Swipe left functionality

Aiming to transition viewers from passive viewers to active shoppers, the “Swipe left” function has been added to Reels ads on both Facebook and Instagram.

When someone swipes left, they can discover more about the product and then make a purchase.

Reels ads swipe left
Swipe left on Reels ads to discover and buy a product

Advantage+ Creative

Meta has been quickly expanding it's Advantage+ creative suite in the Meta Ad Platform, which basically helps to make creating ads easier. This has now been extended to Reels.

Creative optimizations

There'll now be templates that automatically transition non-9:16 media to 9:16. As well as this, you'll see image and video enhancements like color sharpness and video resolution improvement, 3D motion, depth, and varying aspect ratios.

You'll be able to choose between an AI optimized version of your creative, or the original.


Reels ads that integrate both music and voice-over have observed a +15-point surge in positive responses from consumers when compared to ones without sound.

While designing a campaign, you can now add music to single image Reels ads on both Facebook and Instagram, but only if you're delivering to iOS devices.

Add music to Reels ads
New music features for Reels on iOS devices

Brand Suitability

Brand suitability is about ensuring your ads appears before, or after, suitable content.

To help, Meta is now launching an Inventory Filter control and third-party brand suitability verification solution. This is in collaboration with Meta's Partner, Zefr, on both Facebook and Instagram Reels.

The Inventory Filter grants advertisers the power to curate the type of content that appears alongside their ads, as well as ad content reports. Due to the partnership, an impressive 99% brand-safe content has been recorded.

With this update, it's clear Meta is aiming to provide all brands with the freedom to design the best environment for their ads' display.

Overall, the new features are great and the announcement from Meta is well timed. The holiday period can be a huge driver of sales for many businesses, so look to incorporate these new advertising features into your festive campaigns.

Jonathon Tanner

Jonathon Tanner

Co-CEO and Co-Founder

Co-CEO and Co-Founder of SMC, earned Social Media Educator of the Year from SMMI. With vast experience in social media strategy and content marketing, he's also a co-founder of other businesses. Specialising in growth strategy, Jon has a background in management consulting specialising in M&A.

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