Meta’s NewFronts presentation introduced advertisers to a range of video products, some existing, some new. Mark Zuckerberg’s company said it’s bolstering its advertising and creator tools on Threads and Facebook, while doubling down on its bet on video formats due to demand. According to the platform, Reels engagement has surged with users sharing 3.5 billion pieces of daily content last year compared to 4.5 billion pieces of daily content this year.

To tap into this demand, the platform is testing Reels trending ads, a new short-form video solution that offers to place ads on Reels created by the most popular creators on Facebook and Instagram. This move, which mimics TikTok’s Pulse Core products, is Meta’s latest attempt to monetize its short-form feed by offering brands greater reach.

The company is also bringing back Facebook Live after killing it off in 2022. Now called “Facebook Live partnership ads,” the format allows brands to pay to push live content from creators. Additionally, it’s incorporating video ads into Threads, which is a radical departure from the image-based ads that appear between content pieces on the feed. The launch comes during a period of uncertainty in the U.S., with the possible banning of TikTok.

At the event, Meta also highlighted that creators and brands can now run partnership ads on Facebook Live, an update it made in March.

On the AI side, Meta is testing Trends in Instagram’s Creator Marketplace to give advertisers access to real-time data on what users are commenting on. It is also updating Creator Marketplace with AI-powered keyword searches and performance analytics, including metrics such as interaction rate, engagement rate and past brand associations, to help advertisers identify high-performing talent. It plans to test a Creator Marketplace discovery API on Instagram, giving brands a way to search for and evaluate creators.