Meta rolls out new brand advertising formats on Facebook and Instagram

Meta introduced new brand advertising formats spanning Facebook and Instagram, Search Engine Land reported. The update gives brand marketers expanded placement and creative options across Meta's two flagship social properties.

The announcement lands as Meta continues rebuilding its brand-advertising lineup. Direct-response products have historically generated the majority of Meta's ad revenue. Brand work has often required separate buying paths across Facebook and Instagram.

What does the rollout cover?

The new formats extend across Facebook Feed, Instagram Feed, Instagram Stories, and Instagram Reels, according to Search Engine Land. Marketers running national campaigns can now consolidate awareness and consideration buys under unified objectives.

Reels anchors much of Meta's brand pitch after the short-video format became its fastest-growing surface by user watch time. Meta reports Reels engagement has climbed steadily since the format's global expansion.

What does it mean for advertisers?

Meta's combined Facebook and Instagram reach covers roughly 2 billion daily active users globally, per the company's most recent quarterly disclosure. Brand campaigns built on the new formats can pool that audience under single objectives, simplifying planning for agencies managing large media budgets.

Practitioners should expect fewer separate line items in media plans. The shift reduces friction for groups that previously maintained distinct Facebook and Instagram brand campaigns. Existing brand buys will migrate to the new format set over coming quarters.

How should teams prepare?

• Audit current Facebook and Instagram brand-campaign structures
• Refresh creative assets against likely new placement specs
• Identify consolidation opportunities across Feed, Stories, and Reels
• Test reach-and-frequency controls under the new format set

What's the budget angle?

Brand CPMs on Meta have historically ranged between $7 and $12 per thousand impressions, depending on placement and audience targeting. Marketers should expect comparable costs during the initial rollout. No premium has been announced for the new format set.

Agencies managing $500,000-plus annual Meta brand budgets stand to gain most from the consolidation. Smaller advertisers using boosted posts will see the new options surface in Ads Manager but may not need to restructure buying.

What comes next?

Meta typically shares adoption metrics for new ad products during quarterly earnings calls. Brand marketers should watch the next investor update for early uptake data on the new formats.

The company has signaled more brand-product work through year-end. Expect additional format rollouts and creative-testing tools as Meta courts agency holding companies and direct brand clients.

Agencies should run an audit this quarter. Consolidating into the new format set could trim planning hours by roughly 15%, based on workflow benchmarks from earlier Meta product rollouts.