You might recognize it: you invest time and money in an advertising campaign, but the results are lacking. Or you wonder if you are getting the most out of Instagram Reels or Messenger. In its quarterly update, Meta shows how companies like Ben & Jerry’s and Vaseline are improving their performance. With concrete insights on AI, video, and messaging, you will learn how to take action today.
Meta continues to invest in AI to assist advertisers.
Meta is making significant investments in AI for advertising and business communication. This is paying off. Thanks to improved recommendation systems, the time users spend on Facebook increased by 7%, on Instagram by 6%, and on Threads by an impressive 35%.
The AI-driven advertising products, bundled under Meta Advantage+, are delivering tangible improvements. For instance, every euro spent with Advantage+ generates an average revenue of €4.52, marking a 22% increase. Companies like Ben & Jerry’s have experienced higher conversion rates through the creative use of generated backgrounds in their advertisements.
Action point:
Start a new Advantage+ campaign and check your 'opportunity score' in Ads Manager. Those who implemented these optimizations saw an average of 5% lower costs per result.
Video increases brand awareness and consideration.
The consumption of video on Facebook and Instagram continues to grow significantly. In the US, viewing time is increasing by double digits. Two out of three users say they discover new brands through Reels.
Vaseline cleverly capitalized on this with a mobile-friendly campaign around a well-known event. The result: an increase in brand recognition and consideration.
Action point:
use video in your advertising strategy. Meta offers tools like Image Animation and Video Expansion, allowing you to turn a single image into a video or adjust an existing image to the desired format.
Messaging is the next pillar of customer contact.
Meta sees business messaging as an important growth pillar. Worldwide, people already send 600 million messages per day via WhatsApp, Messenger, and Instagram Direct to businesses.
Kitsch, a beauty brand, is experimenting with Meta's AI for customer contact. Through personalized recommendations from advertisements, the customer experience and strategic insights are enhanced.
Action point:
ensure that your business is reachable via WhatsApp, Messenger, and Instagram Direct. Start with ads that lead to conversations. There is a waiting list for access to Meta's business AI features.
Threads offers companies a space for public conversation.
Threads is growing rapidly with 350 million monthly users. 75% are already following a business. Recently, ads have become available for advertisers worldwide. Wendy’s was one of the first brands to advertise on Threads and emphasizes the importance of being present where your target audience is.
Action point:
When setting up new campaigns through Reach, Traffic, or Website Conversion, Threads is automatically included. Take advantage of this to expand your reach.
Creators make the difference in purchasing decisions.
Meta continues to invest in tools for creators. 40% of users on Instagram say they consider recommendations from creators in their purchasing decisions.
boohooMAN combined its own advertisements with influencer content. The result: 35% more new customers.
Action point:
find the right collaborations through Instagram's Creator Marketplace. Use partnership ads to run advertisements in collaboration with creators.