Meta (owner of Facebook, Instagram, and Threads) has shared key insights and recommendations for brands looking to leverage the latest trends and improve the performance of their advertising campaigns.
The focus areas are artificial intelligence, video content, business messaging, Threads, and collaborations with content creators.
These tips follow the release of the Q1 2025 financial report and represent guidelines based on user behavior and ad performance data.
AI Ads Deliver Measurable Results
Meta continues to invest in automated advertising features under the Advantage+ label, which use the power of AI technology for better campaign personalization and optimization.
- AI ads generate an average of $4.52 in revenue for every dollar spent, which is 22% higher than standard campaigns.
- GEM (Generative Ads Recommendation) drives up to 5% more conversions on Facebook Reels ads.
Meta Recommendation:
Therefore, Meta recommends using the Advantage+ campaigns feature and monitoring the “opportunity score,” which suggests AI optimizations for better performance. Advertisers who followed these recommendations, according to Meta, reported up to a 5% lower cost per result.
Digitalac Recommendation:
For the Balkan market, as well as other markets where English is not the dominant language, it is still necessary to approach functionalities using artificial intelligence with caution, as the mentioned guidelines and reports primarily refer to large markets where the English language dominates.
Video Leads the New Era of User Engagement
Meta highlights that the “consumption” of video content on Facebook and Instagram platforms is increasing year after year, especially among the American audience. Reels formats help in the discovery of new brands – as many as 2 out of 3 users claim they discovered a new product through Reels ads.
Meta Recommendation:
Use video content for advertising, utilize AI tools for generating video content, and try the new Meta AI tools to enhance video content (such as the new functionality that “expands” the surface into various formats – e.g., into the vertical format for stories).
Digitalac Recommendation:
If you rely too much on AI content generation in its current stage of development, there is a possibility that you will significantly reduce the content quality. Use it carefully.
Direct Message to Brands—The Future is in Conversations
Business communication via messaging is one of the key pillars of Meta’s strategy. This is supported by the fact that WhatsApp has over 3 billion monthly active users, and Messenger has over 1 billion. Additionally, 600 million conversations occur daily via WhatsApp, Messenger, or Instagram Direct.
Meta Recommendation:
If you are not using one of the mentioned channels – WhatsApp, Messenger, or Instagram Direct – it’s time to activate and launch them. Furthermore, use the option to insert a “Send Message” button on the ads you place through the Ads Manager tool to encourage the user to send you a direct message.
Digitalac Recommendation:
In practice, we have noticed that inserting the message button creates certain functional problems. For example, if you have shared a link to your website and added this button to it, in some placements (say, if you open Facebook on a desktop computer), the entire ad surface (not just the button) will direct the user to direct messages. Thus, users cannot open the attached link. We recommend this feature only be used if you are focused on sales.
Threads – A New Opportunity for Advertising
Meta’s Threads application, which has now gathered over 350 million monthly active users, opens new doors for brands.
Threads ads are now available to all advertisers, and within Advantage+ and manual settings, the “Threads feed” will be automatically included for campaigns using Reach, Traffic, and Website Conversion goals.
The brand Wendy’s was among the first to test ads on Threads and emphasized the importance of being present “where the audience is actually spending time.”
Meta Recommendation:
Include Threads in your paid advertising.
Digitalac Recommendation:
We agree. Test it; it won’t hurt. Time will show the real effect.
Creators as the Key to Sales and Inspiration
Meta continues to invest in the creator ecosystem because audiences trust influencer recommendations—40% of users use creator advice when making purchases on Instagram.
As Meta states in its report, the brand boohooMAN introduced partnership ads with creators and achieved 35% more new customers compared to standard ads.
Meta Recommendation:
Brands – connect with creators via the Instagram Creator Marketplace and test collaborative ads that combine the creator’s influence with your targeted message. Creators – use the new Edits app for advanced video creation.
Digitalac Recommendation:
The Instagram Creator Marketplace is not yet available to everyone, and the sincerity of large platforms regarding the influence of influencers and content creators is questionable, which is why we would recommend everyone to spend money more cautiously when planning these advertising channels.
What is Meta Telling Us?
Meta clearly shows where it sees the future of digital advertising: automation through AI, the dominance of video formats, the strengthening of direct communication, and creative collaborations with influencers.
For brands that want maximum performance in 2025 – it’s time to test new tools, follow analytics, and stay where the audience already is.