David Bridges
Are you ready to leverage the newest trends on Facebook and Instagram to enhance your advertising strategy and maximize your returns?
This guide will provide you with the insights you need.
Following the latest earnings call from Meta, the company has released a compilation of five crucial statistics that are essential for advertisers, along with actionable steps on how to implement them in your own advertising campaigns.
From engaging video content and Threads advertisements to innovative AI tools, Meta has outlined several strategies that reflect its future direction, which can also serve as a roadmap for you to enhance your content performance significantly.
To begin with, Meta emphasizes the importance of trusting its AI-driven advertising tools, which have been shown to generate substantial improvements in ad relevance and user engagement.
According to Meta:
“In the last six months, enhancements to our recommendation systems have resulted in a 7% increase in time spent on Facebook, a 6% increase on Instagram, and an impressive 35% increase on Threads.”
Based on these insights, Meta advises businesses to fully leverage its Advantage+ campaigns, which harness AI insights to amplify ad responses effectively.
Meta’s vision includes a future where all aspects of ad creation and targeting are fully automated. For the present, however, the company encourages advertisers to experiment with its AI tools, which are yielding improved performance results:
“Advertisers utilizing Generative Ads Recommendations (GEM) on Facebook Reels have experienced up to a 5% increase in ad conversions. Moreover, for every dollar invested in our AI-enhanced Advantage+ products, advertisers have generated, on average, $4.52 in revenue, representing a 22% increase compared to traditional campaigns.”
It could be beneficial to test these strategies with your own content.
Furthermore, Meta highlights the continued rise in video consumption across both Facebook and Instagram, with video viewing times among U.S. audiences increasing by double digits annually.
Given this trend, advertisers should prioritize video promotions in their marketing strategies.
“Ensure that you incorporate video into your collection of creative assets, regardless of whether your objectives are brand-focused or performance-driven. If you require assistance, our generative AI Image Animation (now accessible for all advertisers) and Video Expansion features (currently available on Facebook Reels) in Ads Manager can be of great help—these tools can either generate video content from a single static image or create unseen pixels to optimize the aspect ratio of existing content.”
Additionally, business messaging has emerged as a crucial focus area, reflecting the growing trend of social media interactions shifting towards messaging applications.
“Currently, WhatsApp boasts over 3 billion monthly active users, and Messenger is utilized by more than a billion people each month. Furthermore, 80% of individuals globally engage in messaging with businesses weekly, resulting in 600 million daily conversations across WhatsApp, Messenger, and Instagram Direct.”
In light of this, Meta encourages businesses to explore the implementation of an AI business agent for customer support and sales, while also suggesting that brands consider utilizing click-to-message ads to enhance direct messaging engagement.
Meta also notes that brands can join the beta waitlist to gain early access to Meta’s advanced business AIs.
Moreover, there are Threads ads to take into account, as Meta’s competitor to Twitter now boasts 350 million active users.
Threads ads are available to all advertisers, providing another avenue for enhancing your outreach initiatives.
“The new Threads feed placement will be automatically enabled within Advantage+ and Manual Placements for new campaigns targeting Reach, Traffic, and Website conversion objectives—so set up a new campaign today to expand your reach to Threads.
Lastly, Meta recommends that brands actively seek partnerships with relevant influencers for promotional campaigns.
“With millions of creators available on Instagram’s creator marketplace, the opportunity to collaborate with the right creator to share your brand story has never been more promising. Additionally, consider running partnership ads that enable advertisers to collaborate with creators and other businesses for a broader reach.”
Meta reports that 40% of users rely on creator recommendations on Instagram while shopping, indicating that leveraging the power of creators can serve as a compelling marketing strategy., and thus, tapping into the influence of creators can be another powerful draw.
These recommendations are certainly valuable, but it’s essential to approach them with a degree of skepticism, as they are also shaped by what benefits Meta directly and what it encourages businesses to adopt to enhance its profitability. Understanding that Meta has a vested interest in promoting these strategies suggests that they could be worth exploring to capitalize on engagement trends.
Thus, it is advisable to consider and lean into the elements that Meta is eager to highlight.
The usage statistics provided offer additional context that may prove relevant for your advertising efforts.
You can access Meta’s comprehensive list of advertising recommendations here.
