Mumbai: As India gears up for the festive shopping season, Meta has unveiled a suite of new AI-powered, video-first, and creator-led advertising tools to help brands maximize consumer engagement and sales. The updates are designed to enable marketers to drive discovery, improve conversions, and create immersive campaigns across Facebook and Instagram.
Empowering brands’ merchandising strategy with Reels and creators
This season, Meta is expanding creator-led solutions for businesses by enhancing creator discovery with new language and region filters on Instagram’s creator marketplace, making partnerships more accessible. Marketers can now combine partnership ads with Advantage+ catalog ads, including the option to add an “intro card” from creators.
Early tests have shown strong results—advertisers enabling “Show Products” optimization in Advantage+ creative with partnership ads recorded a 4% higher click-through rate and 3% higher conversions compared to those without it. Additionally, creator testimonials are now available globally, helping marketers amplify product endorsements through authentic voices.
“Creators are essential to cutting through the noise of India’s festive and Diwali advertising. Our campaigns consistently show that the right creators can drive meaningful impact across the marketing funnel. Success lies in aligning creators with specific campaign goals rather than generic use. With India’s extended festive season and diverse regional moments, creators have abundant opportunities to bring authentic, culturally relevant content to life on Instagram and Facebook,” said Rohan Dighe, Founder, Viralmint
Video-first shopping experiences
Meta continues to prioritize video to help brands engage audiences. Reels ads are being enhanced with:
New Facebook Reels swipe-up interactions offering more details about advertisers to boost conversions.
Instagram Advantage+ catalog ads with video in Reels carousel format, already driving a 7% average increase in conversion rates compared to static images.
AI-led creative innovation
Meta is rolling out tools to help advertisers diversify and optimize their ad creatives:
Flexible media, enabling assets to be placed across multiple formats, led to a 23% increase in conversions in tests.
Creative insights, available later this year, will help businesses analyze what’s working and get recommendations.
Related media will suggest additional assets to expand creative pools, delivering up to 13% higher conversion rates in trials.
“AI has revolutionized marketing agencies, especially during the festive season when speed and volume matter most. It enables rapid creative testing, high-volume production, and swift integration of insights. This festive season, AI—particularly GenAI—will become a staple in creative workflows, with Meta’s latest updates accelerating the adoption of AI-driven marketing tools,” said Ramasish Bhowmik, Co-Founder, Adbuffs
Driving festive sales online and offline
To strengthen omnichannel strategies, Meta has made Omnichannel ads available globally, enabling brands to optimize campaigns across online stores, apps, and physical outlets. Advertisers using these ads saw a 15% median reduction in cost per purchase. The feature also integrates maps and store discounts to increase footfall.
Additionally, Meta is expanding email sign-up offers to more businesses on Facebook, allowing brands to grow customer databases while promoting seasonal deals. Ads featuring these offers recorded a 4.6x increase in emails submitted over a 14-day period.
With festive shopping in full swing, Meta’s latest suite of tools aims to help marketers deliver campaigns that not only resonate with consumers but also convert festive sentiment into meaningful business outcomes.
