Reels, Threads & Creator Ads: What Meta’s 2025 Update Means for You

At IAB NewFronts in early May 2025, Meta took the stage to show us (once again) that they’re all-in on short-form video, creators, and squeezing every last drop of attention from Reels and Threads.

While we usually stick to blogging about Google Ads, this update is too juicy to ignore, especially if you're already running Meta campaigns or working with creators. From new tools to better partnerships and trend spotting, here’s what’s actually useful from the keynote (minus the fluff).

Reels Trending Ads: Jump on the hype train

Meta’s launching a new ad placement called Reels Trending Ads, designed to put your brand right in the middle of the most-viewed creator Reels on Instagram. Think of it as “ads meet trending TikTok” but on Meta.

Right now, it’s only in testing with a few lucky advertisers, but when this rolls out, it’ll be an ideal top-of-funnel placement to steal attention without needing to produce viral content yourself.

🟢 Actionable? Yes. Plan to test when it when it hits your account. Great for product discovery or high-impact awareness campaigns.

Trends in Creator Marketplace: What’s hot right now?

A new ‘Trends’ tab is coming to Instagram’s Creator Marketplace, FINALLY. You’ll be able to see what hashtags and topics are blowing up, so you can brief creators before the trend dies out (imagine!).

It’s ideal if you run always-on creator campaigns or want to jump on culturally relevant content without spending half your life in Reels or TikTok scroll-holes.

🟢 Actionable? Yep. Use it to brief influencers better, build timely content calendars, or test trend-led ad angles.

Creator Marketplace API: Scaling your creator collabs

Meta’s also rolling out a Creator Marketplace API, which is a fancy way of saying you’ll now be able to integrate Creator Marketplace data into other platforms - ideal for agencies, brands with big influencer programmes, or any dev teams building custom dashboards.

It makes it easier to automate creator discovery and streamline partnerships, especially across global campaigns.

🟡 Actionable? Only if you’re scaling creator work or using platforms like Aspire or Tagger. If you’re a solo marketer, you can skip the API for now.

Partnership Ads just got more flexible

Meta’s tweaked Partnership Ads (formerly branded content ads) to be less rigid:

• You can now run a Partnership Ad with just one name in the header, useful when the brand or creator needs the spotlight.

• Facebook Live now supports Partnership Ads, opening up more collab opportunities in real time.
  

🟢 Actionable? Absolutely. Update your branded content strategy if you're using creator-led ads. It’s cleaner, easier, and more flexible now.

Threads gets video ads

Yep, Meta’s officially bringing video and image ads to Threads. While Threads isn’t quite the beast Instagram or Facebook is, it’s another channel to test, especially if you're pushing organic content there already.

Early days, but a good time to test while costs are low and competition isn’t swarming yet.

🟢 Actionable? Start small. Test engagement, see how performance compares to Meta’s other placements, and keep your eyes on CTRs.

🔹 Final Thoughts: What should you actually do?

Right, so you’ve read the updates. Now here’s what to actually do if you’re running Meta campaigns:

✅ Action Checklist

• Get ready for Reels Trending Ads: When they hit your account, test them for reach and visibility. It’s perfect for trend-jacking at scale.

• Use the Creator Trends tab: Brief your influencers with actual insight. Build your content around what’s gaining traction.

• Only use the API if you’re scaling creator collabs: It’s for big teams or agencies - not solo marketers doing one-off gifting.

• Update your branded content strategy: Less co-branded clutter, more clarity. Especially relevant for livestream or event-led ads.

• Start testing Threads: Costs are (for now) low. Don’t ignore it just because it’s not TikTok.

  
  

If you're already running Meta Ads or looking to level up your paid social strategy - these new tools are worth exploring. And if you need support navigating what to test, where to spend, or how to scale, that’s exactly what I do at 4M Digital.

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4M Digital is a paid media consultancy specialising in Google Ads, Microsoft Ads, and Paid Social campaigns. With over 15 years of expertise, we help businesses unlock the full potential of their digital advertising strategies through tailored management, audits, and training.