Meta Highlights Key Ad Trends to Watch on Facebook and Instagram
If you’re aiming to improve your advertising results on Facebook and Instagram, Meta’s latest insights might point you in the right direction.
Following its most recent earnings report, Meta has outlined five important advertising trends, offering suggestions on how businesses can apply them to get better outcomes from their campaigns.
These trends touch on areas like video content, Threads ads, and AI-driven tools—highlighting where Meta is placing its focus, and where advertisers should consider adjusting their strategies to keep up.
A major point of emphasis is Meta’s growing reliance on AI. The company is encouraging advertisers to lean into its AI-based solutions, which it claims are already making a noticeable impact on user engagement.
According to Meta, updates to its recommendation algorithms over the past six months have resulted in a 7% uptick in time spent on Facebook, a 6% rise on Instagram, and a 35% boost on Threads.
Given these results, Meta is urging more businesses to make use of its Advantage+ campaigns, which are designed to optimize ad performance using AI insights.
Meta Pushes for More Automation and Video in Ad Strategies
Meta has its sights set on fully automating ad creation and targeting. While that vision isn’t fully realized yet, the company is encouraging advertisers to start using its AI tools now—tools that are already showing strong performance gains.
For instance, advertisers using Meta’s Generative Ads Recommendation (GEM) for Facebook Reels have reported up to a 5% lift in conversions. Additionally, those investing in AI-powered Advantage+ campaigns are seeing an average return of $4.52 for every dollar spent—22% higher than typical campaign results, according to Meta.
These results suggest that experimenting with Meta’s AI solutions could pay off for brands looking to boost efficiency and ROI.
Another key trend Meta highlights is the continued rise of video consumption. In the U.S., time spent watching videos on both Facebook and Instagram has grown significantly year-over-year, making video an essential part of any ad strategy.
Meta advises advertisers to include video in their creative lineup, whether they’re focused on branding or direct performance. Tools like AI Image Animation and Video Expansion—now accessible in Ads Manager—can help generate video content from static images or adjust visuals for different formats, making it easier to scale creative assets.
Messaging is also emerging as a major focus. As more social interactions move to private conversations, platforms like WhatsApp, Messenger, and Instagram Direct are becoming central hubs for business communication. Currently, WhatsApp has over 3 billion monthly users, Messenger is used by more than a billion people, and 600 million conversations with businesses happen daily across these platforms.
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