7 Meta Updates You Need to Know to Kick Off a Great Autumn

Meta has just announced a series of updates ahead of the Christmas campaigns on Instagram

Let’s go through them in detail.

Pre-Christmas Meta Updates

Creators & Reels as Sales Allies

• Possibility to combine partnership ads and catalogue ads (with an introductory creator card).
• “Show Products” function: automatically transforms a partnership content into a catalogue if it can improve results (+4% CTR, +3% conversions in tests).
• Creator testimonials directly visible in ads, with endorsements highlighted as pinned comments.

New Functions for Reels Ads

• Reels automatically converted into shoppable formats linked to the catalogue.
• Swipe up on Facebook with more brand information to drive action.
• On Instagram Reels, catalogue carousels with videos are arriving: in tests, +7% conversions compared to images alone.

More Converting Creativity

• Flexible media: assets can adapt to multiple placements (+23% conversions in tests).
• Creative insights in Ads Manager to understand what works and what doesn’t (rolling out to all).
• Related media: suggestions of existing assets to enrich campaigns (+13% conversions in tests).

Driving Online and Offline Sales

• Omnichannel ads: available globally to optimise in-store, online, or app sales (up to -15% cost per purchase, Target recorded +51% ROAS). [currently for large companies with advanced tracking].
• Shop ads: expanding to new markets, including Italy. In tests, -6% cost per conversion.
• Email sign-up offers: more businesses will be able to collect emails by offering tailored promotions (+4.6x emails collected in tests). Rolling out across more accounts!

Meta: Reposts Arrive on Instagram

But let’s take a step back — what are reposts?

It’s the possibility of sharing on your own profile content published by others. Until now this was only possible using external apps.

Why Are Reposts Important?

When your content is reposted on Meta, it has a big chance of gaining additional visibility.

Wondering how to do it?
It’s simple: just click the dedicated icon, and you can also add a personal thought.

Another very useful update: reposts will have their own dedicated tab, and you’ll be able to remove them at any time.

Instagram’s Brand-New Metrics

The question you’ve probably asked yourself most often is: what are the right metrics?

Well, the answer is: it depends.

I know, you expected a straight reply — but let me explain: it depends on the goal or goals you have.

Don’t worry, I won’t leave you hanging — here’s a list of the main metrics to monitor, based on the key business objectives.

Reel Like Insight

At what point in the reel people clicked like.
As you can imagine, this metric is incredibly useful to understand engagement with your content and what your audience reacts to.

Carousel Like Insight

Another very useful metric, because it tells you on which part of the carousel people hit like. Another key feedback tool for figuring out what works and what doesn’t.

Post-Level Demographics

Another important metric, especially for viral reels (and I wish you plenty of those!). It shows whether your content has reached the right demographic target.
For example, if your page is aimed at over-50s but your reels are being watched mainly by young people outside your target, then something has gone wrong.

Top Follower Driver

Which posts brought in the most followers.
A dedicated section will tell you which content to focus on to grow your community.

Reels: The New Metrics to Know

Another update from Meta, this time on the analytics side, specifically for reels.

Want to know if your users watch your reels until the end?
Meta is about to deliver, adding new metrics to measure retention.

Retention

Shows you the exact moments when you capture or lose your audience’s interest. Soon you’ll find a graph displaying the percentage of viewers who kept watching your reel, moment by moment.

Another useful update: the view rate is being replaced by the skip rate, which indicates the percentage of people who skipped the reel within the first 3 seconds.

If your skip rate is high, your hook isn’t engaging; if it’s low, you’ve done a good job.

Meta Edits

Meta’s free video editing app is gaining exciting new features.

New Fonts

The app now offers an impressive 150 available fonts.

Saving Drafts on Instagram

At last, you’ll be able to save drafts created in Edits directly on Instagram — including captions and other details.

Remove Silences in One Click

A hugely important feature: you can now eliminate silences with just one click. And if you’re someone who records a lot of videos, you know just how valuable it is to easily edit out those awkward pauses.

But hold tight — here comes the feature everyone has been waiting for, for years!
Tell me in the comments if you’ve been waiting for it too.

Ready?

Importing Audio from Files

We’ve made it!
Now you can import external audio files without being forced to use the platform’s library.

And another common frustration solved: if your audio is too low, you can now boost it — by a massive 150%!

And listen carefully, because this is important: Mosseri has stated that publishing reels directly from Edits increases reach.

Enough said…