Looking to tap into the latest trends on Facebook and IG to help maximize your advertising efforts?
This will help.
Following Meta’s latest earnings call, the company has shared a listing of five key stats of note for advertisers, and how to apply them to your own ad efforts.
From video, to Threads ads, to AI tools, Meta’s provided some pointers that indicate what it’s looking to capitalize on, which is likely where you should also be looking in order to boost your content performance.
First off, Meta recommends that brands put more trust in its AI-powered ad tools, with its AI systems helping to drive significant improvements in relevance and engagement.
As per Meta:
“In the last six months, improvements to our recommendation systems have led to a 7% increase in time spent on Facebook, 6% increase on Instagram, and 35% on Threads.”
Based on this, Meta recommends that more businesses take advantage of its Advantage+ campaigns, which utilize its AI understanding to maximize ad response.
Eventually, Meta wants to take this further, and fully automate every aspect of ad creation and targeting. But right now, Meta suggests that advertisers experiment with its AI tools, which are driving improved performance:
“Advertisers using Generative Ads Recommendation (GEM) on Facebook Reels have seen up to a 5% increase in ad conversions. And, for every dollar spent with our AI-enabled Advantage+ products, we’ve seen advertisers generate on average $4.52 in revenue for their businesses, an increase of 22% compared to business as usual campaigns.”
Could be worth testing with your content.
Meta also notes that video consumption continues to rise on both Facebook and IG, with video time spent among US audiences growing by double-digits year-over-year.
As such, advertisers should also be looking to utilize video promotions within their approach.
“Make sure you’re including video in your mix of creative assets – whether you have brand or performance goals. If you need a hand, our generative AI Image Animation (now available for all advertisers) and Video Expansion (now available on Facebook Reels) features in Ads Manager can help – either by generating video creative from a single static image, or generating unseen pixels to expand aspect ratio in existing creative.”
Business messaging is another key focus, as more and more social media conversation shifts to messaging apps.
“Today, WhatsApp has more than 3 billion monthly actives and Messenger is also used by more than a billion people each month. And, 80% of people globally already message with a business weekly, with 600 million daily conversations on WhatsApp, Messenger, and Instagram Direct.”
On this front, Meta suggests that businesses look to eventually implement an AI business agent for customer support and sales, while brands can also look to click-to-message ads to drive DM engagement.
Meta says that brands can also join the beta waitlist to get early access to Meta’s business AIs.
There’s also now Threads ads to consider, with Meta’s Twitter challenger now up to 350 million active users.
Threads ads are now available to all advertisers, providing another consideration for your outreach efforts.
“The new “Threads feed” placement will be on by default within Advantage+ and Manual Placements for new campaigns leveraging Reach, Traffic, and Website conversion objectives – so set up a new campaign today to extend your campaign to Threads.”
Finally, Meta suggests that brands look to partner with relevant influencers on promotional campaigns.
“With millions of creators discoverable on Instagram’s creator marketplace, the opportunity to connect with the right creator to tell your story has never been better. Then, try running partnership ads, which allow advertisers to run ads with creators and other businesses.”
Meta says that 40% of people use creator recommendations on Instagram when they’re shopping, and as such, tapping into the influence of creators can be another powerful draw.
These are some good recommendations, though of course, they’re also influenced by what benefits Meta itself, and what it wants you to use, in order to improve its bottom line. So you have to view such with a level of skepticism, yet, at the same time, the fact that Meta is pushing these elements also suggests that it has a vested interest in making them more prominent, in order to capitalize on engagement trends.
So they are worth considering, and leaning into the elements that Meta wants to showcase.
And the usage stats provide more context, which could be relevant for your ad efforts.
You can check out Meta’s full listing of ad recommendations here.