Given its huge 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 offered to customers in-stream.
As you possibly can see on this instance, posted by social advertising and marketing professional Lindsey Gamble, Meta’s now trying to promote its newest AI glasses by highlighting content material created by way of the machine in its apps.
Which, as famous, makes a variety of sense.
In my 2026 predictions submit, 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 units, 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 special coloured ring, and anticipate to see new glasses watermarks on video thumbnails too, as Meta seeks extra methods to basically promote its units by way of this materials.”
This isn’t fairly that, however it’s the identical idea, giving content material captured by way of Meta’s AI glasses devoted focus, in an effort to showcase the product, whereas additionally feeding extra video content material into its apps.
On a associated entrance, Meta’s additionally working 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 solely generated video clips, inside apps which are based mostly on human connection.
However video content material is driving all of the engagement good points 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 might be a worthwhile promotion, nevertheless, for the utility of its video seize capability, and the usefulness of its varied choices within the machine. 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 by way of its glasses an excellent larger, extra particular focus in its apps.
I imply, you’ve acquired the content material coming in, and every clip is basically an advert on your product. Why wouldn’t you look to showcase that in the event 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 small business.
Andrew Hutchinson
