Meta looking to hook Reels advertisers with free songs

The music is available on its royalty-free audio library, Meta Sound Collection.

With engagement on Reels growing by 30% across Facebook and Instagram in the second quarter of 2022, Meta is hoping to lure more advertisers to use the platform for promotions by offering them royalty-free music.

“Businesses can select a song from our library or allow the app to automatically choose the best music for an ad based on its content,” Meta said.

Users can add royalty-free music to Instagram ads in Ad manager using the Creative Editor by following these steps:

• Create an Instagram ad as usual until you reach the creative section.
• In the ad creative section, click the Add Music checkbox.
• Click ‘Select Music’ to open the Creative Editor and choose from ‘Automatically Apply Music’ or ‘Manually Apply Music’.
• Save.

Users can complete their ad with details and view how it will look and sound before they finalise. Once their details are filled in, they can then submit them for review. If the ad is approved, it will then appear on Instagram for the demographics chosen for display. Those who choose to automatically play music will hear a selection of songs that will appear alongside their ad to approve or deny.

Meta is also launching a test of post-loop ads that include four- to 10-second skippable and standalone video ads that play after a Reel has ended. Once the ad finishes playing, the original Reel resumes and loops again. Meta is also testing image carousel ads for Reels, which are horizontally scrollable ads that include anywhere from two to 10 images – shown at the bottom of Facebook Reels content.