Meta Shares New Tips on Reels Hooks, Ad Creative Diversification and Threads Growth

Meta has shared a fresh set of recommendations to help creators and advertisers optimise their content in the post-Christmas period. The guidance focuses on three key areas: creating stronger hooks for Reels, diversifying ad creatives for better performance, and improving reach and engagement on Threads. The tips were published through Meta’s marketing channels and are aimed at brands, marketers and creators preparing campaigns for the new year.

Why the First Few Seconds of Reels Matter

Meta stressed the importance of capturing attention immediately in Reels, noting that viewers often decide within the first few seconds whether to continue watching. This is especially critical as younger audiences consume content much faster than older users.

According to Meta, getting the hook right is central to improving watch time and engagement in Reels ads.

Three Hook Types Meta Recommends

To help creators refine their Reels strategy, Meta outlined three hook formats that can be tested:

• Value promise hook: Clearly tells viewers what they will gain from watching the Reel.
• Statement of intent hook: Directly explains what the Reel is about and what viewers will learn.
• Question or invitation hook: Encourages curiosity or prompts viewers to reflect on their own experiences.

Meta advised brands to A/B test different hook styles, as small changes can lead to noticeable improvements in performance.

Audio Plays a Key Role in Reels Performance

Meta also highlighted the importance of audio in Reels ads. Campaigns that use music or voiceovers have been shown to deliver up to 13 percent higher incremental conversions.

The company encouraged advertisers to experiment with audio alongside visual hooks to improve overall effectiveness.

Also read: Meta Launches ‘Content Protection’ to Fight Reels Theft and Protect Original Creators

Push for Creative Diversification in Ads

Another major focus of Meta’s guidance was creative diversification. Meta said advertisers should move away from relying on a limited number of creatives and instead provide a broader range of ad variations.

As Meta’s AI-based ad delivery systems evolve, they are better able to match creative formats to specific audiences. The more differentiated assets advertisers provide, the more effectively the system can personalise ad delivery.

How Meta’s Ad System Uses Creative Variations

Meta explained that its ad delivery relies on multiple AI systems. When users open Facebook or Instagram, Meta’s retrieval technology scans millions of ads and narrows them down to the most relevant options. Ranking models then select which creatives are most likely to resonate with each user.

This process is particularly relevant for advertisers using Advantage+ campaigns, where automated systems depend heavily on the variety and quality of creative assets supplied.

Measured Gains From Creative Diversification

Meta shared data to support this approach. Campaigns using Meta’s image generation tools have recorded an 11 percent higher click-through rate and a 7.6 percent higher conversion rate. Text generation features have delivered a 3 percent increase in click-through rate.

Meta suggested using AI tools to build a wider creative portfolio across text, image and video formats, rather than repeatedly refining a small set of ads.

Tips to Improve Performance on Threads

Meta also shared brief pointers on improving engagement on Threads. While the guidance largely reinforces existing best practices, it offers insight into the type of content Meta is prioritising within the app.

These tips are intended to help creators align their posting strategies with how Threads surfaces and promotes conversations.

What This Means for Creators and Advertisers

The company’s overall message is consistent across platforms: focus on strong early engagement, provide more creative options, and let its AI systems match the right content to the right audience. As creators and brands plan for the new year, Meta is encouraging experimentation, faster iteration and broader creative thinking to improve results across Reels, ads and Threads.