Social media giant Meta Platforms is introducing Threads video ads, Reels trending placement and several other innovations for advertisers.

Along with the Threads and Reels updates, the company said it is also rolling out new ad formats on Facebook and Instagram, including brands being able to get real estate in the ad’s header and sponsor Facebook Live content. Another new tech feature allows ads on Facebook Reels to generate unseen pixels in each video frame, automatically expanding the aspect ration to make the creative more immersive.

The new option allows ads to be attached to the most popular short videos on Reels, either targeting individual Reels or trending topical lineups like beauty or sports, with more lineups to be added down the line.

Ads in Threads, the platform introduced by Meta in response to the jolt experienced by longtime Twitter users after the platform was acquired and reshaped by Elon Musk in 2022, had already been introduced. Now, they have expanded globally, with “a small number of advertisers,” according to Meta, testing 16:9 or 1:1 videos in between pieces of “organic” content.

Video Expansion on Facebook Reels is an AI-powered tool, and Meta cited it as “a great example of how AI will not replace creativity, but enhance it.” It adjusts video creative assets by generating unseen pixels in each video frame to expand the aspect ratio, creating what the company calls “a more immersive and native experience.”

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