No fluff. Here’s what changed inside Meta’s ecosystem—and the exact moves to lower costs, expand reach, and convert more traffic this month.
Meta is expanding access to Reels Trending Ads. Your ads can now appear within or directly after the top ~5% of organic trending Reels. Early results show stronger ad recall and better overall performance because you’re piggybacking on content that already stopped the scroll.
Access: Ask your Meta rep to enable Reels Trending Ads (rolling out beyond beta).
Creative: Lead with a 0–2 second pattern interrupt (unexpected movement, tight crop, bold caption). Use native Reels formatting and subtitles.
Offer: Keep the jump simple—one next action, one promise. Avoid multiple CTAs.
Measure: Track view-through conversions and holdout tests; expect higher assisted conversions.
Hook attention early. The first two seconds decide whether your offer gets a chance—or gets swiped into oblivion.
No fluff. Here’s what changed inside Meta’s ecosystem—and the exact moves to lower costs, expand reach, and convert more traffic this month.
Meta is expanding access to Reels Trending Ads. Your ads can now appear within or directly after the top ~5% of organic trending Reels. Early results show stronger ad recall and better overall performance because you’re piggybacking on content that already stopped the scroll.
Access: Ask your Meta rep to enable Reels Trending Ads (rolling out beyond beta).
Creative: Lead with a 0–2 second pattern interrupt (unexpected movement, tight crop, bold caption). Use native Reels formatting and subtitles.
Offer: Keep the jump simple—one next action, one promise. Avoid multiple CTAs.
Measure: Track view-through conversions and holdout tests; expect higher assisted conversions.
Hook attention early. The first two seconds decide whether your offer gets a chance—or gets swiped into oblivion.
Carousel and new video formats are rolling into Threads, with Advantage+ Catalog support coming soon. Treat Threads as a fresh reach channel while CPMs stay friendly.
Repurpose high-performing IG Reels into short-form Threads creatives.
Test 3–5 image carousels telling a single outcome-driven story.
Prep your catalog assets now so Advantage+ can auto-pull clean images and copy.
Value Rules: In Ad Account Settings, set account-wide bid adjustments by high-LTV segments (for example, +60% bid for M 35–44; −20% for low-value cohorts). This guides delivery toward what makes you the most money—beyond your ad set targeting.
Landing Page View Optimization (LPV): When you can’t use the Meta Pixel, switch Traffic campaigns to optimize for LPV to target people who actually load the page. Meta reports a 31% cost reduction versus link click optimization.
Tell Meta what’s most valuable. Value rules are a quiet superpower when your ad sets say “everyone,” but your P&L says “not quite.”
Try my Facebook content software free—plan, create, and publish faster (no credit card)
In the UK, people can pay for an ad-free experience across Meta apps. If a meaningful slice of your audience opts out, reachable inventory shrinks and delivery may get pricier.
Segment UK in its own campaigns to watch CPMs, frequency, and reach.
Shift mix toward higher-intent objectives (Leads/Sales) if CPMs rise.
Bolster first-party data: lead magnets, quizzes, and email nurturing.
Helpful context: UK direct marketing & privacy guidance from the ICO.
You can place click‑to‑WhatsApp ads in the Updates/Status area. When someone taps, it opens a chat with your business—great for appointment-led, services, and high-touch funnels.
Objective: Clicks to WhatsApp. Placement: WhatsApp Status/Updates.
Add at least one auto-response so conversations start instantly.
Deploy quick replies (pricing, availability, menu, booking link) for speed.
More on business messaging: WhatsApp Business.
Meta’s Community Notes are expanding: ~70k contributors, ~15k submissions, and only ~6% get published. If you engage with a post that later gets a note, you’ll get notified.
Brand safety: Avoid creative that invites misinformation flags.
Moderation: If your brand content receives a note, respond with context—don’t argue.
Listening: Notes can reveal topic sensitivity. Adjust narratives accordingly.
Play offense on trust. When the community fact‑checks, the brands that clarify fast win the benefit of the doubt.
Meta’s Vibes is an AI‑generated video feed inside the Meta AI app. You can create visuals and styles in‑app and share to Vibes, Instagram, or Facebook. Expect stylistic, clearly AI‑native content.
Run low‑risk creative tests: product explainers, loops, mood edits.
Blend AI + human: keep a human voiceover, on‑screen host, or UGC cutaways.
Measure: Treat as a creative lab; import winners into Reels/Feed for scale.
Catalog Creative Expansion: Meta can pull a wider variety of catalog assets into ads and auto‑remix them. Make sure images, titles, and descriptions are “ad‑ready” because they’ll show up more often across placements.
Creator Discovery API: Opens the creator marketplace to more tools so you can find and collaborate with relevant partners faster.
Audit your Advantage+ catalog weekly (image quality, background, copy length).
Define creator briefs and approval workflows now—API‑powered tools will multiply options quickly.
Need official docs? Start at the Meta Business Help Center.
Use the interactive walkthrough below to see practical setups for value rules, LPV optimization, and click‑to‑chat flows you can implement today.
Update
What it is
Why it matters
Who should act
Next step
Reels Trending Ads New
Ads placed in/after top ~5% trending Reels
Cheaper attention, higher recall
DTC, creators, lead gen
Ask rep for access; build 15–30s native Reels ads
Threads Ads Formats
Carousel + new video; Catalog coming
Early CPMs; fresh reach
All advertisers
Test 3 creatives/week; prep catalog assets
Value Rules Pro
Account‑wide bid adjustments by LTV
Delivery skews toward profit
Stores, subscriptions
Set +/− bids for top/bottom cohorts
LPV Optimization
Traffic optimized for landing page loads
Meta cites ~31% lower cost vs link clicks
No‑pixel scenarios
Switch Traffic optimization to LPV
UK Ad‑Free Option
Users can pay to remove ads
Possible reach/CPM changes
UK advertisers
Segment UK; monitor CPM; build email
WhatsApp Status Ads
Click‑to‑chat from Updates/Status
Faster conversations
Services, B2B, local
Enable auto‑reply; add quick replies
Community Notes
More contributors; notifications
Trust & safety signals
All brands
Create a response playbook
Vibes (AI Feed)
AI‑native video creation/feed
Creative lab for concepts
Creative‑led brands
Test AI‑human hybrid ads
Creator Discovery API
Easier influencer sourcing
Scale partnerships
DTC, apps, B2B
Draft briefs; shortlist creators
Task: Implement Value Rules
Pull LTV by cohort (gender/age/geo/device) from CRM.
In Meta Ads: Settings → Value Rules → add top and bottom cohorts.
Apply +40–60% for top; −10–30% for low‑value groups.
Task: Enable LPV Optimization (no pixel)
Create Traffic campaign → Ad Set → Optimization: Landing Page Views.
Exclude slow pages; ensure <2.5s load on mobile.
UTM every link; verify in analytics.
Task: Reels Trending Ads package
Produce 3 hooks (first 2 seconds) per offer.
Add burned‑in captions, native aspect, on‑screen CTA.
Request access via rep; launch with 3–5 ad variants.
Task: Threads formats test
Create 2 carousels + 2 short videos weekly.
Track CPR, 3‑sec views, and add‑to‑cart lead indicators.
Scale winners 20–30% budget every 48–72h.
Task: WhatsApp Status click‑to‑chat
Connect WhatsApp Business account.
Build one auto‑reply + three quick replies (price, booking, FAQ).
Route to sales inbox; set response SLA < 5 min.
Task: UK segmentation & monitoring
Duplicate campaigns: UK‑only vs non‑UK.
Watch CPM/frequency weekly; cap at 2.5–3.0 where needed.
Increase lead‑gen weight if reach erodes.
Task: Catalog hygiene
Audit images (no crops, clean backgrounds, 1080+ px).
Trim titles to 60–70 chars; front‑load benefit.
Tag seasonal promos; remove discontinued SKUs.
Task: Creator pipeline
Define ICP + deliverables (UGC, reels, stories).
Shortlist 25 creators; outreach with clear brief and rates.
Whitelisting terms in contract for paid amplification.
Task: Community Notes response plan
Assign monitoring owner; set daily checks.
Create fact‑based response templates.
Escalate sensitive topics to PR/legal within 24h.
Borrow attention: Trending Reels placements can cut acquisition costs when paired with strong hooks.
Tell Meta where profit lives: Value Rules push spend into high‑LTV pockets automatically.
No pixel? Optimize for page loads: LPV beats link clicks by a wide margin in most cold traffic tests.
Prepare for UK inventory shifts: Segment, monitor, and lean into first‑party data.
Message faster: WhatsApp Status click‑to‑chat collapses the funnel for service offers.
Feed the machine: Better catalog inputs and creator partnerships multiply creative wins.
Want more free Facebook traffic? Grab the strategy + toolbox and start compounding reach today