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