iWorld
Facebook to start testing ads on Instagram Reels
New Delhi: Social media giant Facebook Inc said on Thursday that it will begin testing advertisements on Instagram Reels in India as it aims to expand revenue from its short-form video feature. It will also launch this feature in a few other countries including Brazil, Germany, and Australia.
The social media platform plans to cash in on the popularity of Instagram Reels in India — a fast-growing social media market.
“The introduction of ads is an indication of how strong the momentum is for Reels,” said Facebook vice president – global business group Carolyn Everson. “It is a big deal for marketers.”
Facebook plans to test other features in India, such as letting content creators share Reels videos on their Facebook accounts, according to a report published by Reuters. As with other content on Reels, ads can be up to 30 seconds long and users can choose to skip the ads.
The Mark Zuckerberg-owned tech behemoth also announced that it will let advertisers select categories of video content they want to place ads on, such as videos about children and parenting, animals and pets, or fitness and workouts. Advertisers typically use Facebook to target certain users by their interests.
In addition to this, the social networking platform will begin testing sticker ads for Facebook Stories. Brands can create stickers that creators will place in their Stories, and influencers will earn a cut of any sales made through the sticker ads.
According to government data, India has as many as 41 crore Facebook users and as many as 21 crore people who use Instagram.
iWorld
Meta appoints Rafael Frankel as head of Apac public policy operations
Frankel replaces Simon Milner after 14 years at Meta
SINGAPORE: Meta has appointed Rafael Frankel as head of its Asia-Pacific public policy operations, elevating a long-serving executive amid mounting regulatory and political scrutiny across the region.
Frankel, previously director of public policy for Southeast Asia, confirmed the move in a LinkedIn post, describing the role as both a challenge and an opportunity as technological, social and political shifts gather pace across Apac and beyond.
He succeeds Simon Milner, who led Meta’s Apac policy function for eight years and spent 14 years in total at the company. Paying tribute to his predecessor, Frankel described Milner as a mentor whose leadership combined empathy and foresight, shaping the team’s regional engagement.
The appointment places a seasoned insider at the helm. Frankel brings 25 years of experience across Asia-Pacific and the Middle East, including earlier stints as a foreign correspondent and consultant in Bangkok, Jerusalem and Washington. He also serves on the board of the US-Asean Business Council, underscoring his policy and trade credentials.
His elevation comes as global technology platforms face tighter regulation, sharper geopolitical fault lines and intensifying debate over artificial intelligence. In his statement, Frankel signalled alignment with Meta’s broader ambitions, including its push towards advanced AI systems, while emphasising collaboration with governments and businesses across the region.
