Meta Expands Its Marketing API

Meta’s recent update to its Marketing API, which expands functionality for Instagram Reminder Ads, offers businesses increased flexibility and control over their ad campaigns. As of August 2024, third-party apps can now access the same features previously limited to Meta Ads Manager, addressing a long-standing issue for marketers using external tools.

The expanded API now includes key features like the ability to run Reminder Ads in Instagram Reels, optimizing ad performance over relevant time periods, and incorporating events in ads aimed at maximizing reach or engagement. These updates are not entirely new to Meta’s ecosystem but represent a significant step toward creating a more seamless experience for businesses relying on third-party platforms to manage their Instagram campaigns.

For social media marketers, this update enhances re-engagement opportunities. Reminder Ads, which prompt users about events or promotions, are an effective way to build ongoing relationships with potential customers. With the new API capabilities, brands can now deliver more targeted and dynamic ad experiences, especially in high-engagement areas like Reels.

This API improvement means much greater parity and interconnection between in-house platforms and third-party tools. Brands relying on these third-party platforms for their Instagram advertising can now optimize campaigns with the same precision and functionality as those using Meta’s in-house tools, allowing for more robust ad strategies and improved outcomes.