Meta's Q1 2025 Ad Guidance: AI, Video & Threads

Meta Shares Key Ad Insights from Q1 2025 Earnings

Meta's Q1 2025 earnings call revealed valuable insights for advertisers looking to optimize their campaigns. The company highlighted key trends and provided recommendations for maximizing ad performance across Facebook, Instagram, and Threads.

Leverage Meta's AI-Powered Ad Tools

Meta emphasizes the power of its AI tools, reporting significant improvements in relevance and engagement. In the last six months, AI-driven recommendations increased time spent on Facebook by 7%, Instagram by 6%, and Threads by a remarkable 35%.

"In the last six months, improvements to our recommendation systems have led to a 7% increase in time spent on Facebook, 6% increase on Instagram, and 35% on Threads."

Meta encourages advertisers to utilize Advantage+ campaigns, which leverage AI to maximize ad response. The company also highlights the success of Generative Ads Recommendation (GEM) on Facebook Reels, leading to a 5% increase in ad conversions. Furthermore, for every dollar spent on AI-enabled Advantage+ products, advertisers generated an average of $4.52 in revenue, a 22% increase compared to standard campaigns.

Prioritize Video Content

Video consumption continues to rise on both Facebook and Instagram. Meta advises advertisers to incorporate video into their campaigns, regardless of brand or performance goals.

"Make sure you’re including video in your mix of creative assets. Our generative AI Image Animation and Video Expansion features in Ads Manager can help."

Meta's AI tools can assist in video creation, with Image Animation generating video from static images and Video Expansion optimizing aspect ratios for existing creative.

Embrace Business Messaging

With billions of users on WhatsApp and Messenger, and a growing trend of business messaging, Meta suggests implementing AI business agents for customer support and sales. Click-to-message ads are also recommended for driving direct message engagement.

"Today, WhatsApp has more than 3 billion monthly actives and Messenger is also used by more than a billion people each month. 80% of people globally already message with a business weekly, with 600 million daily conversations on WhatsApp, Messenger, and Instagram Direct."

Brands can join the beta waitlist for early access to Meta's business AIs: Join the Waitlist.

Explore Threads Ads

With Threads reaching 350 million active users, Meta encourages advertisers to explore this new platform. Threads ads are now available to all advertisers through Advantage+ and Manual Placements for Reach, Traffic, and Website Conversion objectives.

Partner with Influencers

Influencer marketing remains a powerful strategy. Meta recommends leveraging Instagram's creator marketplace to connect with relevant influencers and utilize partnership ads.

"With millions of creators discoverable on Instagram’s creator marketplace, the opportunity to connect with the right creator to tell your story has never been better. Then, try running partnership ads."

With 40% of Instagram users relying on creator recommendations for shopping, influencer partnerships can significantly impact purchase decisions.

These recommendations offer valuable guidance for advertisers. While aligned with Meta's interests, they reflect current engagement trends and offer potential for improved ad performance. For more details, see Meta's full list of recommendations: Meta Ad Recommendations.