Meta Unveils AI-Enabled Creator/Audience/Brand Matching Tool

During its NewFronts presentation this afternoon, Meta unveiled a suite of new AI-powered tools designed to help brands aligns with both creators and their audiences, and also unveiled a new "Reminder ads on Reels" video advertising format.

A new "Recommended Creators" feature utilizes AI to "match the right creators and brands for campaigns" for brands in Instagram's Creator Marketplace.

The feature also enables brands to search for creators by filtering creator and audience attributes.

"They can send detailed campaign briefs to specific creators or make them discoverable to many creators, reducing time and money spent sourcing creators for Partnership Ads," a Meta spokesperson said, adding: "We are also testing a new tool internally, leveraging AI, to predict which organic branded content will perform best if used in paid campaigns as a partnership ad. As we learn more here, we’ll explore integrating this technology into our business solutions."

The suite includes an extension of Meta's Image Expansion in Advantage+ tool optimizing more natural images in video on Facebook and Instagram Reels.

"We’ve heard from advertisers that they want their Reels ads to allow for a more frictionless shopping experience. With multi-destination product ads for Reels — powered by Advantage+ catalog ads — people can easily swipe through multiple products at once," adding, "Today, we’re making this format more dynamic for Reels ads. Before, people could only explore via static images. Now, available on Facebook Reels and testing on Instagram Reels, advertisers will be able to use catalog-based videos with this format to make the ad more Reels-like."

Meanwhile, the new Reminder ads on Instagram will enables advertisers to build awareness, as well as anticipation and consideration in advance of new product or campaign launches.

The ads can include external links to a new product or sale in the Reminder ads.

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