With social media expected to drive a large portion of shopping research and conversion this holiday season, Meta has unveiled a slate of new advertising tools to help brands connect with consumers on its platforms.
The new tools Meta has launched include:
- Later this fall, Meta said it will begin testing the ability for advertisers to show ads to people most likely to shop in stores and to highlight store locations close to the user so shoppers can easily plan their next visit;
- As holiday travel picks up, Meta has introduced a new way for businesses to show ads to people interested in a specific location, helping brands reach tourists, shoppers and visitors in their city or region. For example, if a person is planning a trip for the holidays and engaging with social content or searching for new things to do in that city, they may receive ads from local businesses looking to capture seasonal sales;
- The ability to highlight promo codes in ads, making it easier for Instagram and Facebook users to apply discounts. The company also is testing other ways to more prominently feature promotions in ads on its platform, including “first purchase” offers and personalized discounts, as well as bringing some of these features into its short-video offering, Instagram Reels;
- New options for reminder ads: Advertisers already can use reminder ads to notify users of an upcoming event, launch or sale. Now advertisers will be able to drive those users to their mobile app to make purchases and connect with them more frequently. These additional notification options will allow advertisers to increase demand for seasonal sales by informing people when deals will kick off and when they will end; and
- Businesses can now use site links to add multiple landing pages to a single image or video ad on a Facebook Feed, helping people more easily navigate to the content they’re most interested in. For example, a beauty company that offers skincare, makeup, fragrance and holiday-specific products can now allow users to click directly to a category- or product-specific landing page from a Facebook ad.
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