Meta is ramping up its Threads and Facebook ad and creator offerings while doubling down on video formats.

At its NewFronts presentation today, the social media giant pitched advertisers on a suite of new video products, some fresh while others familiar.

Among the offerings, the platform is testing Trending Reelsads, a placement that drops ads into the most popular creator Reels on Facebook and Instagram. The move mimics TikTok’s Pulse Core products and is Meta’s latest attempt to monetize its short-form feed while dangling reach in front of brands.

Additionally, Meta is resurrecting Facebook Live, after killing it in 2022. Now dubbed “Facebook Live Partnership ads,” the format lets brands pay to boost live creator content to turn creator streams into new sales channels.

Meta is also bringing video ads to Threads, moving the needle from image-based ads that appear in between content pieces on the feed. However, Meta chief Mark Zuckerberg does not expect ads on Threads to drive meaningful revenue growth in 2025, he said during the recent earnings call.

Meanwhile, Meta’s Reels could stand to gain as uncertainty looms over TikTok’s future in the U.S. The company says Reels content is reshared 4.5 billion times daily—up from 3.5 billion last year—underscoring its growing dominance in short-form video.

Bringing Instagram’s creator tools to Facebook

Meta is giving Facebook the ability for brands to boost user-generated content and run partnership ads. This feature is already available to advertisers on Instagram. 

On the AI front, Meta is also cracking open Trends in Instagram’s Creator Marketplace to advertisers, giving them access to real-time data on what users are talking about, such as “spring nails,” to spin up relevant ad campaigns. 

It also plans to test a Creator Marketplace Discovery API on Instagram, giving agencies a more efficient way to scout and evaluate creators. 

Lastly, within Instagram’s Creator Marketplace, Meta is rolling out AI-powered keyword search and performance insights, including metrics like interaction rate, hook rate, and past brand partnerships, to help advertisers identify high-performing talent.

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