Meta has introduced a new advertising feature within Reels, its fastest-growing content format. The new Reels overlay ads are now available to selected advertisers, offering a unique way to engage with audiences.
Reels overlay ads appear on screen with a prominent call-to-action (CTA) prompt and can be either single image or carousel promotions. Meta first showcased this format at NewFronts in May, and now it’s becoming a reality for advertisers.
According to Meta, Facebook overlay and post-loop ads on Reels can be banners on Reels videos, or video ads in between Reels videos.
Advertisers can choose to have the ad expand on the second playthrough of the Reel or display them between clips as direct promotions. This approach taps into the popularity of Reels, allowing brands to capture the attention of a captive audience with engaging promotions.
Given this shift, it might be time to re-frame your Facebook marketing strategy.
You can publish ads on Reels at the Ad set level in Meta Ads Manager by selecting Reels placements (or Advantage+). For more detailed information, you can check Meta’s resources.
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