Meta Shares Key Ad Tips Based on Q1 2025 Trends

Meta recently released key advertising insights from its Q1 2025 earnings call. These tips focus on leveraging current engagement trends to maximize ad performance on Facebook, Instagram, and Threads.

Embrace AI-Powered Advertising

Meta highlights the significant impact of its AI tools on ad relevance and engagement. In the last six months, AI-driven improvements increased time spent on Facebook by 7%, Instagram by 6%, and Threads by a staggering 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 optimize ad response. Early results are promising:

Advertisers using Generative Ads Recommendation (GEM) on Facebook Reels have seen up to a 5% increase in ad conversions. For every dollar spent with our AI-enabled Advantage+ products, we’ve seen advertisers generate on average $4.52 in revenue, a 22% increase compared to business-as-usual campaigns.

Meta's long-term goal is to fully automate ad creation and targeting. Experimenting with these AI tools now can give advertisers an edge.

Prioritize Video Content

Video consumption continues to rise across Meta's platforms. Meta advises incorporating video into ad strategies, regardless of campaign objectives.

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 by generating video creative from a single static image or expanding aspect ratio in existing creative.

Leverage Messaging Apps

With billions of users on WhatsApp and Messenger, and a growing trend of business messaging, Meta recommends incorporating click-to-message ads and exploring AI business agents for customer support and sales.

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.

Businesses can join the beta waitlist for early access to Meta's business AIs.

Explore Threads Ads

With Threads reaching 350 million active users, Meta now offers Threads ads to all advertisers. This presents a new opportunity to expand reach and engagement.

The new 'Threads feed' placement will be on by default within Advantage+ and Manual Placements for new campaigns leveraging Reach, Traffic, and Website conversion objectives.

Partner with Influencers

Influencer marketing remains a powerful tool. Meta recommends leveraging its creator marketplace to find 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. Try running partnership ads, which allow advertisers to run ads with creators and other businesses.

Meta reports that 40% of people use creator recommendations on Instagram when shopping.

Conclusion

While these recommendations benefit Meta, they also reflect current engagement trends. Advertisers should consider these insights and experiment to find what works best for their campaigns.

For more details, see Meta's full list of ad recommendations here.