As India enters the high-energy festive shopping season, Meta has unveiled a powerful suite of AI-powered, video-first, and creator-led advertising tools to help brands deepen engagement, improve conversions, and unlock new growth across Facebook and Instagram.
Empowering Merchandising Through Reels & Creator Collaborations
Meta is enhancing its creator-led solutions this season by introducing language and region-based filters on Instagram’s Creator Marketplace. These filters are designed to help brands easily find creators who resonate with specific cultural contexts and regional nuances.
Marketers can now integrate partnership ads with Advantage+ catalog ads, including a new feature that allows creators to add an “intro card”-a short message introducing the product, adding authenticity and trust.
Early tests show promising results:
- 4% higher click-through rates
- 3% increase in conversions for advertisers using the “Show Products” optimization in these ads.
Creator testimonials have also been rolled out globally, enabling authentic product endorsements at scale.
“India’s festive season is noisy, but creators help brands cut through the clutter,” said Rohan Dighe, Founder of Viralmint.
“When aligned with clear campaign goals, creators deliver real impact-especially with so many region-specific celebrations and content moments during this time.”
Video-First Shopping Gets a Festive Boost
Recognizing the dominance of video content, Meta has upgraded its Reels ad experiences:
- New swipe-up interactions on Facebook Reels, allowing users to explore more about brands without leaving the app.
- Instagram Advantage+ catalog ads now support video formats in the Reels carousel, resulting in a 7% average uplift in conversions over static creatives.
These upgrades are designed to create more immersive, thumb-stopping experiences for today’s mobile-first shoppers.
AI-Led Creative Innovation at Scale
Meta is doubling down on AI to drive creative effectiveness during the high-demand festive window:
- Flexible media: Allows the same asset to run across formats, improving efficiency. Tests show a 23% increase in conversions.
- Creative insights (launching later this year): Will help brands understand what’s working and receive AI-generated recommendations.
- Related media suggestions: Add more variety to ad sets, leading to up to 13% higher conversions in pilot campaigns.
“Festive marketing is all about speed, scale, and sharp targeting,” said Ramasish Bhowmik, Co-Founder, Adbuffs.
“Meta’s GenAI tools empower teams to test creatives fast, integrate insights faster, and scale campaigns with precision.”
Driving Sales Online and In-Store
Meta’s new features aren’t limited to digital storefronts. Its Omnichannel Ads, now available globally, allow businesses to target across:
- Websites
- Apps
- Physical stores
These ads offer map integrations, store discounts, and purchase tracking, leading to a 15% median drop in cost-per-purchase.
To support CRM growth during the season, Meta has also expanded email sign-up offers on Facebook. Campaigns using these offers showed a 4.6x increase in email submissions within 14 days.
Built for the Season, Powered by AI
Meta’s updated advertising suite is designed to meet the complex, fast-paced demands of India’s festive period. With tools that prioritize authentic creator collaborations, immersive video, AI-led personalization, and seamless omnichannel integration, the tech giant is equipping marketers to not just connect with festive sentiment-but convert it into tangible business outcomes.
