Maya Robertson
Meta has released new recommendations for brands preparing their end-of-year advertising campaigns, highlighting the role of AI automation, omnichannel approaches, and creator-led content in driving results during the peak shopping season.
The company is urging advertisers to increase reliance on its AI-driven tools, such as Meta Lattice and Meta Andromeda, which it says can optimize ad delivery in real time. According to Meta, these models have delivered measurable improvements, including up to a 6% increase in conversions and stronger ad quality scores. Advertisers are encouraged to use Advantage+ campaigns to automate targeting and scaling, while Meta’s generative AI tools can create multiple ad variations to align with seasonal shopping trends.
Meta also advises extending campaigns beyond the traditional holiday period. With consumer interest continuing through late December and into January, the company notes that ad costs can drop while engagement remains high, particularly around self-care purchases after Christmas.
Omnichannel strategies form another core recommendation. By integrating offline data through the Conversions API, advertisers can connect digital campaigns with in-store outcomes. Meta reports that brands using this approach see lower costs per offline conversion and higher return on ad spend compared to digital-only campaigns. Highlighting local inventory and promoting in-store offers are positioned as important tactics for last-minute shoppers.
The guidance further emphasizes the influence of short-form video and creator partnerships. Meta cites internal data indicating that 80% of social media users have purchased a product they discovered through creator content. Partnering with influencers on unboxing videos, seasonal challenges, and “gift haul” Reels is presented as a way for advertisers to gain traction with audiences, particularly Gen Z and millennial shoppers.
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