Meta, formerly known as Facebook, has announced that augmented reality (AR) is coming to Reels Ads and Facebook Stories, allowing brands to offer more immersive experiences and AR filters when marketing to Meta’s audience, particularly Gen Z users.
With this update, Meta hopes to better compete with Snap for marketers’ ad dollars, as they look for ways to reach younger audiences. Meta has long offered AR ads in the Facebook Feed, Instagram Feed and Instagram Stories, and according to its data, these ads drove incremental ad recall with the 18- to 24-year-old demographic 87% of the time, outperforming non-AR-enabled ads.
Brands such as Sephora and Tiffany & Co. were able to test AR Reels ads ahead of this launch. Sephora’s ad had users press their thumb to the screen to generate an “aura vibe” filter to help them pick the best-fitting fragrance and make a purchase, while Tiffany & Co. created an AR ad that let users immerse themselves in their 5th Avenue flagship store, “The Landmark,” and browse the jewelry. Meta noted that over half of the ad’s audience was Gen Z users.
In addition to the expansion of AR advertising, Meta announced features to make Reels Ads more interactive. This includes a test of a larger “call to action” button with additional advertiser information on Facebook and Instagram Reels ads, allowing interested customers to click through. The company will also now allow Facebook users to pause a video ad and preview where the link would take them, potentially driving an increase in click-through rates for Reels Ads.
For shopping ads, Reels will introduce new multi-destination product ads, allowing users to swipe through multiple product images in a carousel without leaving the Reel they’re watching. Meta also noted that brands will now be able to work with third-party measurement partners for their Reels Ads campaigns.
Snap, Meta’s main competitor in the AR advertising space, has long offered ways for brands to reach its users through the format, including through a variety of AR commerce features and its popular Snapchat Lenses. However, Meta’s investment in AR advertising across its platforms, including Reels Ads and Facebook Stories, could help the company better compete for marketers’ ad dollars, particularly among younger audiences.
