Given its large attain, and the capability to showcase its next-level merchandise, this looks as if a logical enlargement for Meta.
This week, Meta has began to spotlight Reels created through Meta Ray Ban glasses inside its apps, with devoted panels of movies introduced to customers in-stream.
As you possibly can see on this instance, posted by social advertising and marketing professional Lindsey Gamble, Meta’s now seeking to promote its newest AI glasses by highlighting content material created through the gadget in its apps.
Which, as famous, makes a number of sense.
In my 2026 predictions publish, I famous that this was a key alternative for the corporate:
“With a rising vary of video content material being captured by means of these units, Meta now has an increasing library of content material to showcase such. Anticipate to see Tales captures by means of glasses seem with a unique coloured ring, and anticipate to see new glasses watermarks on video thumbnails too, as Meta seeks extra methods to primarily promote its units by means of this materials.”
This isn’t fairly that, however it’s the identical idea, giving content material captured by means of Meta’s AI glasses devoted focus, with the intention to showcase the product, whereas additionally feeding extra video content material into its apps.
On a associated entrance, Meta’s additionally operating an analogous in-feed shelf for movies created in Vibes, its generative AI video feed.
I don’t assume Vibes has the identical worth, and I don’t actually see why Meta needs to encourage posting of completely generated video clips, inside apps which might be primarily based on human connection.
However video content material is driving all of the engagement positive aspects in its apps, and as such, extra video, even when it is AI slop, means extra content material to assist preserve folks scrolling.
The Meta AI promotion could possibly be a priceless promotion, nevertheless, for the utility of its video seize capability, and the usefulness of its numerous choices within the gadget. And as its AR glasses are available in, this might additionally assist to showcase all new experiences, and I do assume that, ultimately, Meta will make content material captured through its glasses a fair larger, extra particular focus in its apps.
I imply, you’ve obtained the content material coming in, and every clip is basically 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, through glasses-captured content material that promotes your small business.
