Given its vast reach and ability to showcase its next-level products, this seems like a logical expansion for Meta.
Meta started that this week highlight Rolls taken with Meta Ray Ban glasses inside are apps, with special video panels presented to users in-stream.
As you can see in this example, posted by a social marketing expert Lindsey GokMeta now wants to promote its latest AI glasses by highlighting content created through the device in its apps.
Which, as noted, makes a lot of sense.
In my 2026 predictions, I noted that this was a key opportunity for the company:
“With more and more video content being captured through these devices, Meta now has a growing library of content to present it to. Expect Stories shot through glasses to appear with a different colored ring, and also expect to see new glasses watermarks on video thumbnails as Meta looks for more ways to advertise its devices through this material.
It’s not quite that, but it’s the same concept, with content captured through Meta’s AI glasses given a special focus to showcase the product, while also feeding more video content into the apps.
On a related note, Meta also has a similar infeed shelf for videos created in Vibes, the generative AI video feed.
I don’t think Vibes has the same value, and I don’t really understand why Meta wants to encourage posting fully generated video clips in apps that rely on human connection.
But video content drives all the engagement gains in its apps, and as such, more video, even if it’s AI slop, means more content to help people scroll.
However, the Meta AI promotion could be a valuable promotion due to the usefulness of the video recording capacity and the usefulness of the different options in the device. And as AR glasses come in, this can also help showcase all the new experiences, and I think Meta will eventually give the content captured through its glasses an even greater, more specific focus in its apps.
I mean, the content comes in and each clip is essentially an advertisement for your product. Why wouldn’t you show that if you could?
And depending on how it works, that could also open up new opportunities for reach, through glasses-captured content that promotes your business.
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