Given its large attain, and the capability to showcase its next-level merchandise, this looks like a logical growth for Meta.
This week, Meta has began to spotlight Reels created by way of Meta Ray Ban glasses inside its apps, with devoted panels of movies introduced to customers in-stream.
As you may see on this instance, posted by social advertising and marketing knowledgeable Lindsey Gamble, Meta’s now seeking to promote its newest AI glasses by highlighting content material created by way of the system in its apps.
Which, as famous, makes lots of sense.
In my 2026 predictions put up, I famous that this was a key alternative for the corporate:
“With a rising vary of video content material being captured by way of these gadgets, Meta now has an increasing library of content material to showcase such. Count on to see Tales captures by way of glasses seem with a unique coloured ring, and count on to see new glasses watermarks on video thumbnails too, as Meta seeks extra methods to basically promote its gadgets by way of this materials.”
This isn’t fairly that, nevertheless it’s the identical idea, giving content material captured by way of Meta’s AI glasses devoted focus, so as to showcase the product, whereas additionally feeding extra video content material into its apps.
On a associated entrance, Meta’s additionally operating an identical in-feed shelf for movies created in Vibes, its generative AI video feed.
I don’t suppose Vibes has the identical worth, and I don’t actually see why Meta needs to encourage posting of solely generated video clips, inside apps which are based mostly on human connection.
However video content material is driving all of the engagement positive factors in its apps, and as such, extra video, even when it is AI slop, means extra content material to assist hold folks scrolling.
The Meta AI promotion may very well be a precious promotion, nevertheless, for the utility of its video seize capability, and the usefulness of its varied choices within the system. And as its AR glasses are available, this might additionally assist to showcase all new experiences, and I do suppose that, finally, Meta will make content material captured by way of its glasses a fair greater, extra particular focus in its apps.
I imply, you’ve received the content material coming in, and every clip is actually an advert to your product. Why wouldn’t you look to showcase that when you may?
And relying on the way it works, that might additionally current new alternatives for attain, by way of glasses-captured content material that promotes your enterprise.
