Instagram Live Ads are coming on September 29, 2026: brands will be able to promote creators' live broadcasts on Instagram as Partnership Ads, something previously possible only on Facebook. Meta has launched the Creator Marketing Hub worldwide to support this. Also new: Meta One with four business subscriptions starting at €16.99 per month and Pinterest Visual Search Ads in beta across all advertising markets.
At a Glance
| News | What's Changing | Who It Affects | Action Needed | Source + Date |
|---|---|---|---|---|
| Instagram Live Ads starting September 29, 2026 | Creators' live broadcasts can be promoted on Instagram as Partnership Ads | Brands with creator partnerships, restaurants, retailers | Explore partnerships involving live formats | MediaPost, September 15, 2026 |
| Creator Marketing Hub worldwide | Creator Marketplace and Partnership Ads Hub combined, one-click ad creation, messaging | Businesses that work with creators | Explore the hub in your ad account | Shopifreaks, September 16, 2026 |
| Meta One business subscriptions | Four tiers from €16.99 to €549 per month with analytics, team access, and Meta Business Agent | All businesses using Facebook, Instagram, or WhatsApp Business | Assess your needs; do not rush to subscribe | OnlineMarketing.de, September 15, 2026 |
| Pinterest Visual Search Ads | New ad format in search results and Pin close-ups, beta in all advertising markets | Retailers, home furnishings businesses, skilled trades businesses with product images | Prepare your Pinterest account and catalog | Pinterest Newsroom, September 17, 2026 |
| Facebook benchmarks for 2026 | According to WordStream, cost per click and cost per lead are declining | Anyone running Facebook ads | Compare your own metrics with the benchmarks | Search Engine Land, September 14, 2026 |
Instagram Live Ads: Live Broadcasts as Partnership Ads Starting September 29, 2026
On September 15, 2026, Meta announced that live video ads would expand from Facebook to Instagram starting September 29, 2026. MediaPost reported this on September 15, 2026, and Shopifreaks on September 16, 2026. This will allow brands to promote a creator's live broadcast on Instagram as a Partnership Ad.
A Partnership Ad is an ad served through a creator's or partner's account that carries their name, while the business controls the budget and targeting. Previously, promoting live content in this format was only possible on Facebook. The available reports do not mention any restrictions to specific countries. Meta introduced the update during Global Creator Week, organized by the industry association IAB.
What Does This Mean for Your Business?
For most small and mid-sized businesses (SMEs), this is not a plug-and-play option because it requires a partnership with a creator who broadcasts live. It is interesting for businesses already working with local creators, such as a restaurant hosting an opening or a retailer holding a promotional event. For new partnerships, clarify in the contract whether live content may be promoted. Starting September 29, 2026, check Ads Manager to see whether the option appears in your account.
Creator Marketing Hub: Instagram Live Ads and Creator Discovery in One Place
With the same announcement, Meta launched the Creator Marketing Hub. On September 15, 2026, MediaPost described it as a merger of the existing Creator Marketplace and Partnership Ads Hub. Businesses can find creators there, view content related to their own brand, and turn it into a Partnership Ad.
According to Shopifreaks on September 16, 2026, the hub introduces content permissions with expiration dates, one-click ad creation, and a built-in messaging feature for direct contact between brands and creators. The hub is rolling out worldwide. Meta is also opening the Creator Marketplace API to Facebook creators; previously, it was limited to Instagram.
What Does This Mean for Your Business?
Expiration dates for content permissions are the most practical feature. You can promote a creator's video for a fixed period, such as the duration of a promotion, without having to renegotiate later. If you have previously looked for creators through Instagram direct messages, the hub gives you a more organized way to do so through your ad account.
Meta One: Four Business Subscriptions for Facebook, Instagram, and WhatsApp
Meta launched its Meta One subscription offering worldwide on September 15, 2026. OnlineMarketing.de reported on it the same day, with prices in euros. There are four tiers for creators and businesses, named Essential, Advanced, Expert, and Max. According to OnlineMarketing.de and Meedia, prices range from €16.99 to €549 per month.
According to OnlineMarketing.de, the business tiers bundle analytics, deeper audience insights, access to an account for multiple team members, and the Meta Business Agent. This is an AI assistant that automatically answers customer inquiries, for example through WhatsApp Business. On September 15, 2026, Engadget also listed scheduled Stories, clickable links in captions, and priority customer support for higher tiers. According to Meedia, Meta emphasizes that the apps' core features remain free. The rollout is gradual.
What Does This Mean for Your Business?
Meta One is not an advertising product, but it changes the environment for social ads. You can continue to run ads without a subscription. The tiers are relevant if you receive a high volume of inquiries through WhatsApp or Instagram and want to answer them automatically. Before subscribing, calculate how many inquiries you receive per month. At Stroe Media, we recommend making full use of free automation first and only then testing a subscription.
Pinterest Visual Search Ads: Ads in Visual Search
Pinterest announced Visual Search Ads in its own newsroom on September 17, 2026. The format appears in Pinterest search results and close-up views of individual Pins. According to Pinterest, it combines keyword relevance with an eye-catching visual format. MediaPost reported on it on September 18, 2026.
According to Pinterest, the beta will launch in all Pinterest advertising markets in the weeks following the announcement. Pinterest reports more than 80 billion searches per month on the platform, most of them visual and more than half with commercial intent. The ads are compatible with Pinterest Performance+, its automated campaign mode. Pinterest also announced a priority products feature, self-serve A/B tests, and a campaign objective for app installs.
What Does This Mean for Your Business?
Pinterest is strong in industries where customers search for images: home furnishings, kitchens, bathrooms, gardens, fashion, and weddings. A carpenter or kitchen showroom in the Oberland region can reach people there who are currently gathering ideas. In Stroe Media's view, a test is particularly worthwhile for businesses with strong original imagery. Prepare a Pinterest business account with high-quality product or portfolio images so you can test the beta as soon as it appears in your account.
Facebook Ads: Declining Cost per Click According to WordStream
On September 14, 2026, Search Engine Land reported on a benchmark report from WordStream by LocaliQ. It is based on approximately 1,800 Facebook campaigns across various industries. For traffic campaigns, cost per click fell 14.29 percent year over year to US$0.60, while the click-through rate rose to 1.93 percent. For lead campaigns, cost per lead was US$27.39, down just under 1 percent from the previous year, with a conversion rate of 8.54 percent. These figures come from a single dataset. According to Search Engine Land, the report does not specify a region.
What Does This Mean for Your Business?
The figures are in US dollars and do not specify a country, so they are only a rough benchmark for Upper Bavaria. Still, they help put the overall direction into perspective. If your own cost per lead has risen significantly over the same period, the cause is more likely to be your ad, audience, or form than the market.
Specific Actions to Take This Week
- 1On September 29, 2026, open Ads Manager and check whether the option for Instagram live content is available under Partnership Ads.
- 2Add a clause to your creator partnership agreements that governs the promotion of live content and the duration of content permissions.
- 3Explore the Creator Marketing Hub in your ad account and look for creators with ties to your location or industry.
- 4Count the customer inquiries received through WhatsApp, Instagram, and Facebook in September before deciding on a Meta One subscription.
- 5Create a Pinterest business account or review your existing one, and upload 20 current product or portfolio images with descriptive titles.
- 6Compare cost per click and cost per lead for your Facebook campaigns in September 2026 with September 2025.
Frequently Asked Questions
Conclusion
This week's lead story has a firm date: starting September 29, 2026, Instagram Live Ads will be available as Partnership Ads, integrated into the new Creator Marketing Hub. For small and mid-sized businesses (SMEs), this is particularly worthwhile where creator partnerships are already in place. Meta One is a cost consideration rather than an advertising issue, but businesses receiving many WhatsApp inquiries should run the numbers. Pinterest Visual Search Ads are the most interesting new placement for visually driven industries. News about TikTok and LinkedIn was sparse this week.
If you want to plan creator partnerships, Instagram campaigns, or a Pinterest test, explore our social media services or contact us directly. Stroe Media GbR is an owner-managed web design and online marketing agency based in Geretsried, Bavaria, south of Munich, Germany. To help people find your business in search, take a look at our Google Ads services. The previous Social Ads recap is Social Ads News Week 39.
Sources
- Meta Launches Creator Marketing Hub, Live Video Ads — MediaPost, September 15, 2026
- Meta launches its Creator Marketing Hub globally and brings live video partnership ads to Instagram starting September 29, 2026 — Shopifreaks, September 16, 2026
- Announcement for IAB Global Creator Week — Meta for Business News, September 15, 2026
- Meta One launches worldwide: More AI now costs extra — OnlineMarketing.de, September 15, 2026
- Meta introduces Meta One subscription offering — Meedia, September 2026
- Meta adds new subscription tiers for businesses, creators and AI power users — Engadget, September 15, 2026
- Pinterest unveils Visual Search Ads and new Performance tools — Pinterest Newsroom, September 17, 2026
- Pinterest Debuts Visual Search Ads Advertising Format — MediaPost, September 18, 2026
- Facebook ad costs fall as traffic and lead performance improves: Report — Search Engine Land, September 14, 2026
Author: Stroe Media Editorial Team, Updated: September 28, 2026