"When Taylor Swift and Travis Kelce made it official last month with a joint post on Instagram, brands hopped on the announcement like it was the last train leaving engagement station. Within 24 hours, the post got 30 million likes, 2.3 million reposts and 9.7 million reshares. Not every cultural moment generates that kind of buzz. But advertisers are always looking for ways to catch the wave of trending content and reach audiences in real time."
"In April, Meta started alpha-testing a new ad format called Reels trending ads that places ads beside the top 5% of popular creator-made Reels on Facebook and Instagram. Top-trending content is determined daily by weighing factors like viewership, engagement, virality, brand safety and content quality. On Thursday, Meta announced that Reels trending ads will be available starting in November on a self-serve basis through Ads Manager to all advertisers who have a sales rep."
"According to Pimentel, Meta has done its own analysis with several brands and found that Reels trending ads generate a roughly 20% lift in unaided brand awareness, which is on par with YouTube Select and better than TikTok Pulse."
Taylor Swift and Travis Kelce’s joint Instagram post generated massive engagement within 24 hours, illustrating how cultural moments drive attention. Meta began alpha-testing Reels trending ads in April; the format places ads beside the top 5% of creator-made Reels on Facebook and Instagram. Top-trending content is selected daily using metrics such as viewership, engagement, virality, brand safety and content quality. Reels trending ads will be available self-serve through Ads Manager starting in November for advertisers with sales reps. Advertisers can target overall trending content or specific categories, with additional categories planned. Meta’s analysis found roughly a 20% lift in unaided brand awareness.
Read at AdExchanger
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