Published: August 27, 2025 | Last updated: August 27, 2025

Meta has released a new set of advertising tools for Facebook and Instagram, designed for e-commerce sellers who want to optimize their results during the holiday season. The key new features are advanced Advantage+ capabilities, catalog ads enhanced with creator recommendations, and AI-powered functions for campaign automation and scaling.

For SME e-commerce sellers, this is good news—the new options significantly lower the entry threshold for effective e-commerce marketing, allow for scaling operations even with limited resources, and open up new sales opportunities in foreign markets.

In this guide, we show you how to leverage Meta’s new features on Facebook and Instagram to effectively plan your holiday season, increase sales, build your brand, and maximize the potential of your marketing campaigns.

Table of Contents

  1. 1. Meta and Artificial Intelligence – The Advantage+ Revolution
  2. 2. Catalog Ads and Creators — An Effective Combination
  3. 3. Reels, Recommendations, and New Video Features
  4. 4. Flexible Formats and Automatic Campaign Optimization
  5. 5. Omnichannel in Meta Ads — One Customer, Many Paths
  6. 6. FAQ – Common Questions about Holiday Marketing on Meta
  7. 7. Key Information and Conclusion
Key Information at a Glance:

• Meta is expanding the use of artificial intelligence in campaigns with the Advantage+ suite, which automatically optimizes ads.
• Catalog ads can be combined with creator intro cards, increasing customer trust.
• Facebook Reels and Instagram Reels are getting new options, such as recommendations and swipe-up, increasing the effectiveness of video ads.
• Flexible media and related media features boost campaign effectiveness by up to 23% thanks to intelligent content distribution.

1. Meta and Artificial Intelligence — The Advantage+ Revolution

The holiday season is a time of fierce competition for e-commerce sellers, which is why Meta is meeting marketers’ needs by introducing modern automation tools based on artificial intelligence. The key solution is the Meta Advantage+ suite, which significantly simplifies and accelerates the management of ad campaigns.

What is Meta Advantage+?

Advantage+ is an advanced tool that uses predictive modeling to optimize campaigns. The system learns user behavior and dynamically modifies targeting, budgets, and even ad layouts—all to achieve the highest possible ROAS.

  • Real-time content optimization for conversions
  • Better results with the same ad budget
  • Faster campaign launch—reduced manual setup

Discover Meta’s AI tools:

  • Andromeda – testing and modifying ad structures
  • Lattice – prioritizing ad content
  • GEM – generating ad templates with AI

The new technologies will enable the creation of a greater number of high-quality creatives without the need for an entire marketing department. For micro-businesses and medium-sized e-shops, this can mean a jump to the next level in competing with large brands.

2. Catalog Ads and Creators — An Effective Combination

Meta now allows you to combine catalog ads with influencer marketing.

What's new?

  • Creator Intro Card in catalog ads (Advantage+) — the ability to add a creator's video to a product carousel
  • Automated conversion of partner ads to catalog ads — the system automatically transforms the campaign if it predicts an increase in effectiveness

This solution combines the power of social proof (i.e., an influencer’s recommendation) with the flexible presentation of multiple products in one place. The result? More clicks, lower conversion costs, and increased trust.

Tip:

Choose creators related to your industry—even micro-influencers work excellently in the catalog model. Their main asset is authenticity.

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3. Facebook and Instagram Reels with new ad features

Meta is focusing on short-form video formats, which have dominated global content consumption trends. Facebook and Instagram Reels have gained new options:

3 key updates for marketers:

  1. Featured Creator Comments – a creator’s recommendation comment pinned to the ad
  2. "Swipe Up" ads – user conversion without leaving the app
  3. "Show Products" in Reels – products directly in the video content

Thanks to these features, you can effectively leverage the potential of Reels to guide users more quickly through the sales funnel, from inspiration to transaction completion.

How to leverage the potential of Reels?

Focus on:

  • A dynamic intro with a product presentation
  • Testimonials or reviews from customers/creators
  • A direct CTA leading to the store using the Swipe-Up feature

4. Campaign Automation and Optimization – More for Less

Meta is introducing solutions to help e-marketers create ads at scale, without the need to design from scratch every time.

New automation features:

  • Flexible Media – an ad that automatically adapts to a new placement (e.g., feed, stories, reels)
  • Related Media – reusing existing creatives in new campaigns

This allows marketers to manage their budget more flexibly, react faster to changing trends, and optimize content without incurring production costs from scratch.

Test results:

  • Flexible Media: +23% conversion rate
  • Related Media: +13% increase in campaign conversions

5. Omnichannel in Meta Ads — One Customer, Many Paths

The new omnichannel sales support allows for targeting campaigns that account for different purchase points:

  • Online e-shop
  • Mobile app
  • Brick-and-mortar store

The system individually selects recommended conversion paths based on customer preferences. This means the most convenient and natural shopping experience—which directly translates to an increase in the conversion rate in Q4.

6. FAQ — Frequently Asked Questions about the Holiday Season in Meta Ads

1. Do I have to manually enable the new Meta features?

Most features work automatically within the Advantage+ system—they do not require complex configuration.

2. When should I start my holiday campaign?

As early as August, to build brand awareness before the shopping peak in November and December.

3. Is it worth investing in influencer marketing on Facebook and Instagram?

Yes, especially when you use catalog ads with a creator’s “intro card”—this positively affects engagement and sales.

4. Are Reels effective in e-commerce?

Yes—Reels combined with the “show products” feature can shorten the purchase journey by up to half.

7. Meta — The Holiday Season in a Nutshell

The holiday season is a time of intense competition for customer attention—which is why effective ad campaigns based on artificial intelligence and creator-related content will be your advantage. Meta offers a set of tools that:

  • Automate campaign optimization (Advantage+)
  • Combine sales with creator recommendations (catalog ads with intros)
  • Integrate omnichannel commerce on one platform

It’s worth starting to test campaigns now so that you have a ready-made strategy tailored to your store, target audience, and market (both domestic and foreign) a few weeks before the sales peak.

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