Holiday campaigns move fast: costs spike, creative burns out, and shoppers jump from Reels to checkout to in-store often in the same day.
Meta’s new AI features are built for that pace: they expand winning creative into more placements, turn Reels into shoppable moments, add creator proof, and optimize for both online and in-store purchases.
This guide explains what each feature does, when to use it, exactly where to enable it, the setup required (Pixel + CAPI, catalog, and offline events), and the key metrics to track. So every holiday dollar works harder.
What are The New Meta AI Features?
Meta’s August 2025 update adds AI tools designed for holiday speed and scale. The package includes:
- Flexible media: Auto-expands delivery to more placements; tests show ~23% more conversions.
- Related media / Creative insights: AI-led creative diversification; ~13% lift when adopted.
- Video in Advantage+ catalog for Reels: 7% higher conversion vs. image-only.
- Creator Marketplace filters and creator “Testimonials”: In Partnership Ads (faster fit + social proof).
- Omnichannel ads: Optimize for website and in-store sales.
- Promotions and Reminder ads: for time-bound offers.
What are These Features Actually?
Let’s see what these features are, so you know what you are enabling and check if it matters for your goals:
Flexible media
Meta’s AI can deliver your existing ad into additional placements (Feed, Stories, Reels, etc.) when it predicts better performance, with no extra creative build.
Related media / Creative insights
Ads Manager surfaces look-alike assets you already have and flags fatigue, so you can rotate fresh creatives before costs rise.
Video in Advantage+ catalog (Reels)
Let’s you attach short vertical video to Instagram Reels catalog units, making products shoppable inside motion content.
Creator Marketplace filters + Partnership “Testimonials”
New language and region filters help you quickly find the right creators. Testimonials add a highlighted creator endorsement inside your Partnership Ads.
Omnichannel ads (website + in-store)
A single campaign can optimize toward people likely to purchase online or at physical stores, which is useful when you have POS and web sales.
Promotions & Reminder ads
Built-in promo highlights (for example, first-purchase discounts) and Reminder ads that nudge people ahead of drops, launches, or last-chance sales.
Why Now: Video + Shopping Behavior?
Meta is doubling down on short-form and shoppable video because people are watching more of it: Facebook video watch time is up ~20% YoY in the U.S.
That attention, combined with catalog signals and creator content, makes Reels the “front door” to product discovery this season.
Feature 1 – Flexible media (AI placement expansion)
When enabled, Meta’s models can extend delivery into new placements if they’re likely to improve performance—no extra creative build needed. In tests, advertisers saw ~23% more conversions.
Where to click: Ads Manager → Ad → Edit → Creative settings → Enable “Flexible media” (if eligible). (The option may appear within Advantage+ creative settings.)
Use it when:
- You have limited assets but need scale (especially during peak days).
- You want efficiency without micro-managing placement toggles.
Watch these KPIs:
- CPA/CAC (should hold or improve as placements broaden)
- Placement share (expect more Reels/Stories/Feeds mix)
- CTR (ensure it doesn’t collapse as inventory expands)
Feature 2 – Related media & Creative insights (fight fatigue fast)
Ads Manager highlights which creative approaches are working and recommends related assets you already have. It’s a practical way to rotate before frequency spikes and CPC climbs. (Meta points to a ~13% conversion lift when advertisers adopt the suggestions.)
Where to click: Ads Reporting → Creative insights / Performance overview → Suggested media.
Use it when:
- Weekly rotations during holiday promos.
- You need more variety without new production.
Watch these KPIs:
- Frequency vs. CPC (fatigue shows up as rising CPC after frequency climbs)
- Unique creatives delivered (aim for variety across placements)
- Stable CPA as you rotate
Feature 3 – Video in Advantage+ catalog (shoppable Reels)
Layer video into Instagram Reels catalog ads, so people see motion, pricing, and product options in one scroll. Meta reports ~7% higher conversion vs. images only.
Where to click: Advantage+ Catalog Ads → Add video assets → Allow Reels placement.
Creative tips that matter now:
- 9:16 vertical, subject-centered, brand visible.
- Hook in 2 seconds, captions always on.
- Show price/offer on-screen; end with a clear CTA (e.g., “Shop the set”).
- Map to clean product sets so the right items render in the carousel.
Watch these KPIs:
- View-through rate
- Product view rate
- Add-to-cart
- ROAS; compare to your image-only baselines
Feature 4 – Creator Marketplace filters & Partnership testimonials
Find better-fit creators using language/region filters (great for local/regional pushes). Add creator testimonials (a highlighted endorsement as a featured comment) into Partnership Ads for credible social proof—fast.
Where to click:
Instagram Creator Marketplace → Filters (language/region)
Partnership Ads → Add “Testimonial” (where available)
Use it when:
- Launching limited-time promos that need trust and reach right now.
- Expanding into new geographies and dialects.
Watch these KPIs: CTR, saves/shares, uplift in assisted conversions; read comments for qualitative proof.
Feature 5 – Omnichannel ads (website + in-store optimization)
Optimize delivery toward shoppers likely to purchase online or at physical stores—so you don’t split budget across separate campaigns. (Meta is rolling this out globally.)
Where to click: Sales objective → Conversion location = “Website and in-store”. (Availability and naming can vary by account/region.)
Prerequisites:
- Pixel + Conversions API (CAPI) set up and verified (Test Events)
- Offline events or POS integration so Meta can attribute store purchases
- Catalog hygiene (price/availability accurate, correct product sets)
Watch these KPIs: blended ROAS (online + offline), recorded store conversions, lift vs. online-only campaigns.
Feature 6 – Promotions & reminder ads (holiday-specific add-ons)
Meta’s adding ways to highlight offers (e.g., first-purchase discounts) directly in ads and to schedule reminder ads for drops and sales, useful for tease → live → last-chance sequences.
In parallel, more advertisers are incorporating email sign-up offers within Facebook, which Meta claims has led to a 4.6-fold increase in emails captured over 14 days in testing.
Don’t Skip the Setup (Eligibility Checklist)
- Pixel + CAPI installed and firing (check Test Events before launch).
- Offline events/POS pipeline for omnichannel optimization.
- Catalog hygiene: accurate pricing/availability, mapped product sets for catalog/Reels units.
- Creative specs: vertical 9:16, captions on, promo/price on-screen, clear CTA.
A Sample Holiday Activation Plan You Can Adapt
Here is a simple timeline you can copy, with clear steps for setup, launch, and scaling. Use this to get live fast, keep costs stable, and protect performance through the peak weeks.
Phase 1: Build (Weeks −6 to −3)
Warm audiences (site visitors, engagers, video viewers); source creators via language/region filters; QA Pixel + CAPI + offline events; fix catalog issues.
Phase 2: Launch (Weeks −2 to +2)
Run Advantage+ Sales with Flexible media ON. Add Reels catalog video units. Use Partnership Ads with creator testimonials for social proof. Layer promotions and reminder ads by date.
Phase 3: Scale & Defend (Rolling)
Use Related media/Creative insights weekly to rotate winners and prevent fatigue. Expand to omnichannel once offline events are flowing. Trim any lagging placements after you have enough data.
Measurement: What You Should Expect as “Good”
- Flexible media: CPA/CAC stable or down as placement mix broadens; incremental reach without CTR collapse.
- Reels catalog video: higher view-through, product views/ATC, and roughly ~7% conversion lift vs. image catalog baselines.
- Creator testimonials: rising CTR, saves/shares; positive comment sentiment; improved assisted conversions.
- Omnichannel: blended ROAS up; reliable store conversion capture vs. online-only runs.
Make the Most of Meta’s Holiday AI with EvenDigit
Want these features set up right with clean tracking, shoppable Reels, creator testimonials, and omnichannel optimization that proves out in your numbers?
EvenDigit Meta Ads experts manage and run hundreds of campaigns daily across various industries. We’ll audit your account, enable the right AI features, fix data plumbing, and build a rotation plan so every dollar works harder this season.
Let’s connect with our experts to discuss the goals and requirements and get your holiday plan live.
