Meta Shares Insights for Advertisers Based on User Trends

By Brittany Siminitz | May 12, 2025

In its first-quarter earnings call on April 30, Meta gave updates on what’s working for its advertisers, as the social media giant continues to focus more resources on AI.

In a follow-up on its business blog, Meta dove deeper into those insights, offering tips for marketers on how to hone advertising and business messaging and create more engaging experiences.

According to Meta CEO Mark Zuckerberg, improvements to the social media giant’s recommendations systems have led to increases in time spend of 7% on Facebook, 6% on Instagram, and 35% on Threads.

Unsurprisingly, AI is the headliner here, as Meta touts “next-level ads performance backed by AI,” via its Meta Advantage+ suite of automated ad products that use AI to help advertisers maximize performance and support creative diversification strategies.

Meta is incorporating the growing capabilities of AI to help marketers achieve higher conversion rates. Obviously, Meta’s first tip to businesses is to set up an Advantage+ campaign—do with that advice as you see fit.

The next insight in Meta’s blog post refers to video content. The company reported strong growth in user consumption of video on both Facebook and Instagram, particularly in the U.S., and said two of out three users say Reels ads have helped them to discover a new brand, product, or service.

Meta is reportedly testing Reels trending ads, which would allow brands to display their promotions alongside trending Reels content. But since that concept is only in the trial phase, Meta currently recommends that businesses includes videos in their mix of creative assets, once again pointing to the use of AI, through its generative AI Imagine Animation (now available to all advertisers).

One of the more interesting recommendations Meta has for brands is to set up business messaging via WhatsApp, Messenger, and Instagram Direct (all Meta products), in order to communicate directly with consumers. Ads that click to message allow potential customers to easily engage with brands and learn more about them. While many small businesses have an actual person responding to messages, Meta predicts that in the next few years, many companies will start using an AI agent for customer support and sales.

If your business isn’t already on Threads, perhaps it should be, as the app now has more than 350 million active users monthly and three out of four users follow at least one business on Threads, according to Meta. The company just recently began making ads in Threads available to advertisers globally.

Meta also noted that it is investing in more tools to help creators and influencers produce content across its platforms, as 40% of people use creator recommendations on Instagram when they’re shopping, according to Meta. It advises brands to discover and connect with creators through Instagram’s creator marketplace and to consider partnership advertising to reach new audiences through the influence of these social media stars.

(Image via Meta)