Meta Marketing Summit 2025
Meta is leveraging AI to improve content moderation and enhance customer targeting. Currently, 50% of Facebook and Instagram content is AI-recommended, with 50% of content being video-based. We also see the boom of video-based purchases as 80% of Gen Z are making purchases after watching Reels.The increased use of Meta Advantage+ using AI- driven automation to optimize ad performance in real-time.
1) Key AI Driven Stats
- Improved Cost per Action across Advantage+ Campaigns (up to 14% more purchases per $ spent)
- 3.5 Billion Reels are shared daily across Instagram & Facebook
- Advantage + app campaigns have a 7% improved cost per action
2) Best Practices for AI Optimisation
- Automate campaigns with Meta Advantage + to scale reach
- Adopt a test and learn approach, especially with Advantage + Shopping Campaigns
- Test Meta Advantage + Shopping Campaigns with a smaller category or subset of inventory first to see how it performs.
- Establish the right campaign mix of your business needs through repeated testing
- Diversify creatively – Collaborate with creators to produce diverse content that attracts and engages new, relevant audiences
- Integrate for Success: Combine awareness objectives with ASC and Skilled Creators to significantly boost ROAS
3) AI and the Future of Content Creation
- Leverage creators and partnership ads to enhance engagement, particularly on Reels. Using creators as a catalyst to boost reels performance
- Start with a ‘Sound First Approach’ – as 90% of reels are viewed with sound on!
- Creators work best when given guidelines and a strong succinct brief and the freedom to bring their authentic tone to the content
- Consider using partnership ads as the best way to make the most of your creator led reels.
4) Global expansion & Measurement Strategies
- AI-powered cross-border eCommerce strategies can help tap into the projected $3.3T market by 2028.
- Partnering with local creators fosters cultural relevance in new markets.
- Using data-driven measurement techniques, such as Marketing Mix Modelling (MMM), help separate correlation from causation to refine strategies effectively.
- The importance of distinguishing between correlation and causation when measuring performance
