Meta’s Latest Insights: Maximizing Ad Performance with AI, Video, and Business Messaging

Meta’s recent earnings report and insights have unveiled key strategies for advertisers to optimize their campaigns, focusing on the power of AI, video, business messaging, and new platforms like Threads. These tips aim to help businesses stay ahead of the curve and enhance their advertising efforts, capitalizing on emerging trends to maximize engagement and conversions.

Meta has emphasized the growing importance of AI in driving ad success. With the introduction of Advantage+ and new AI-powered ad systems, businesses can now automate much of their ad creation and targeting. Meta’s AI-driven tools, including the Generative Ads Recommendation model (GEM), Andromeda, and Meta Lattice, are driving notable improvements. For example, advertisers using GEM on Facebook Reels have seen a 5% increase in ad conversions, and for every dollar spent with Advantage+ products, businesses have seen an average return of $4.52—an increase of 22% compared to traditional campaigns.

Meta recommends that businesses adopt AI tools, including the Advantage+ campaigns, to improve ad relevance and increase performance. One example highlighted is Ben & Jerry’s, which saw a 7% boost in link clicks by utilizing AI-enhanced creative strategies. Businesses should start by exploring the new Advantage+ campaign options and reviewing their “opportunity score” to find areas for optimization.

As video consumption continues to rise, Meta suggests that businesses prioritize video content to drive customer engagement. Video ads on Facebook and Instagram, particularly in the form of Reels, are proving highly effective—two-thirds of users report discovering a new brand through Reels ads. Meta’s generative AI tools, like Image Animation and Video Expansion, help advertisers turn static images into dynamic videos or modify existing content to fit different formats, providing a simple way to enhance creative assets.

Vaseline’s campaign, which used a mobile-first video strategy during an awards show, saw significant increases in brand recall and consideration metrics, proving the effectiveness of video in connecting with consumers. For businesses aiming to improve their video content, Meta’s AI tools offer an accessible starting point, with a growing number of advertisers now utilizing these creative resources.

With the rise of messaging platforms like WhatsApp and Messenger, Meta highlights the importance of business messaging in the modern marketing landscape. WhatsApp now boasts over 3 billion monthly active users, and Messenger and Instagram Direct also have substantial engagement. More than 80% of users message businesses weekly, making messaging a powerful tool for customer interaction.

Meta is further investing in AI-powered business agents to enhance customer support and sales through messaging. Kitsch, a beauty brand, has already integrated these AIs into its strategy, allowing customers to interact with personalized recommendations directly within ads. Meta encourages businesses to set up a presence on WhatsApp, Messenger, and Instagram Direct, testing ads that lead users directly to messaging for seamless interactions.

Meta’s Threads platform, with over 350 million monthly active users, is rapidly becoming a key space for businesses to connect with consumers. Three out of four Threads users follow at least one business, and Meta has now made ads available on Threads, enabling brands to tap into the platform’s growing user base.

Wendy’s, for example, has used Threads to engage with its audience authentically, leveraging the platform’s unique focus on public conversations. Advertisers can now run campaigns with Threads placements as part of Advantage+ or Manual Placements, further expanding their reach.

The power of creators in driving brand awareness and sales continues to grow, and Meta is providing more tools for businesses to collaborate with influencers. In fact, 40% of people report using creator recommendations when shopping on Instagram. Brands like boohooMAN have seen significant results by incorporating creator-led partnership ads, with a 35% increase in new customers compared to traditional ads.

Meta’s Creator Marketplace on Instagram offers an easy way for businesses to find the right influencers to help tell their story. By running partnership ads with creators, businesses can benefit from increased visibility and authenticity in their campaigns, driving more conversions and building stronger connections with their audiences.