Meta Platforms is rolling out new features that let brands convert Instagram Reels into shoppable storefronts by sharing product catalogs with creators. Rolling out across 22 countries including India, creators can tag and link items directly within Reels, narrowing the gap between entertainment and purchase. Meta's creator marketplace now includes more than 1.5 million discoverable creators. Ads Manager adds filters to help brands identify suitable partners with greater precision.
“Partnership Ads has moved influencer marketing from a brand-building line item to a marketing channel tied to outcomes,” said Vikas Chawla, pointing to improved measurability for creator-led performance.
Reels Emerges as High-Intent Ad Surface, AI Automates Creative Production
Reels Trending Ads expands into business, finance, travel, and entertainment, placing brands alongside conversations users are already having. “We’re now part of conversations consumers are already having… the performance uplift has been hard to ignore,” said Sadhvi Dhawan. Meanwhile, Meta extends its Advantage+ suite with generative AI tools for automated video production, voiceovers, and translations, lowering barriers for localized high-volume ad creatives.
A new feature called “product set optimization” lets advertisers prioritize specific products within larger catalogs. Early results show a 17% drop in cost per purchase for promoted items. Automated catalog video tools convert static listings into video ads, delivering up to 20% more conversions per dollar spent.
Meta Unveils Muse Spark, Accelerates AI Roadmap
Alongside commerce upgrades, Meta plans to release its first models developed under Alexandr Wang, with some versions offered as open-source. The company also introduced Muse Spark, its first model from Meta Superintelligence Labs. Its “Contemplating” mode runs multiple agents in parallel before producing a response, positioning it against advanced reasoning systems like Gemini Deep Think and GPT Pro. Meta emphasizes embedding AI across WhatsApp, Facebook, and Instagram to reach billions of users, a distribution advantage rivals struggle to match. Internal restructuring continues, with hundreds of roles cut and resources redirected toward AI-priority engineering projects.