Meta has shared some key insights on performance gains using AI-enabled ad products, video and Reels, and actions businesses can take to turn people into customers. 

1. Next-Level Ads Performance Backed by AI

The insight:

• Meta began testing GEM (its Generative Ads Recommendation model) for ads recommendations on Facebook Reels earlier this year and has seen up to a 5% increase in ad conversions.
• And, for every dollar spent with the AI-enabled Advantage+ products, the platform has seen advertisers generate on average $4.52 in revenue for their businesses, an increase of 22% compared to business-as-usual campaigns.

What your business should do today:

• Get started by setting up a new Advantage+ campaign, which is now simpler than ever. And take a moment to review your opportunity score, a new way to understand how optimised your campaigns are and proven recommendations you can adopt in just a few clicks to help improve performance - including applying AI optimisations.

2. Video: Driving the Next Era of Customer Engagement

The insight:

• In Q1, Meta saw strong growth in video consumption across both Facebook and Instagram, particularly in the USA, where video time spent continues to grow double-digits year-over-year.
• This consumer behaviour can translate into results for businesses. Two out of three people say that Reels ads have helped them discover a new brand, product, or service.

What your business should do today:

• Make sure you’re including video in your mix of creative assets, whether you have brand or performance goals.
• Meta's generative AI Image Animation (now available for all advertisers) and Video Expansion (now available on Facebook Reels) features in Ads Manager can help.
• 30% more advertisers are using AI creative tools in the last quarter.

3. Business Messaging: Driving Value Today and into the Future

The insight:

• In the next few years, Meta expects businesses to have an AI business agent 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.
• And, 80% of people globally already message with a business weekly, with 600 million daily conversations on WhatsApp, Messenger, and Instagram Direct.

What your business should do today:

• If you haven’t already, now is the time to set up your presence on WhatsApp, Messenger, and Instagram Direct.
• Test and learn with ads that click to message so potential customers can discover, connect with and learn about your business on the messaging channels where they already spend time.

4. Threads: A Place for Ideas that Connect People

The insight:

• Threads now has more than 350 million monthly active users and remains on track to become the next major social app.
• Three out of four users follow at least one business on Threads.
• Meta started making ads in Threads available to advertisers globally, so people can deepen connections with businesses they love.

What your business should do today:

• 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 - so set up a new campaign to extend your campaign to Threads.

5. Creators: Influential Powerhouses

The insight:

• People care about what creators have to say and look to them for inspiration.
• 40% of people use creator recommendations on Instagram when they’re shopping.

What your business should do today:

• Discover and connect with creators through the creator marketplace on Instagram.
• Then, try running partnership ads, which allow advertisers to run ads with creators and other businesses.

And for creators:

• Earn more by partnering with brands through Instagram’s creator marketplace.
• Then, start using Edits, a new video creation app designed for creators and packed with powerful capabilities.

For the full report, visit facebook.com.