5 key areas to boost digital marketing performance from Meta

Meta has shared new insights from its Q1 2025 report that can help businesses improve the effectiveness of their digital campaigns and overall marketing strategy. The focus is on tools powered by artificial intelligence, video content as a key engagement driver, opportunities for direct customer interaction through messaging platforms, the rapidly growing social network Threads, and the impact of collaborating with content creators on brand awareness and sales. Meta’s analytics show that businesses embracing new technologies and adapting to changing user behavior gain a competitive edge. Implementing automation, personalization, and video/messaging formats in ad campaigns allows companies to achieve higher conversion rates and better returns on ad spend. In this article, we’ll review five key areas businesses should focus on to make the most of Meta's platforms in 2025. 1. AI-Powered Advertising: Meta Advantage+ Meta emphasizes the importance of artificial intelligence, particularly through the Meta Advantage+ toolset, which automates ad campaigns to achieve better results. The new GEM (Generative Ads Recommendation Model) algorithm has driven a 5% increase in conversions on Facebook Reels. Advertisers using Advantage+ are seeing an average return of $4.52 for every $1 spent — a 22% increase compared to traditional campaigns. Recommendation: Launch Advantage+ campaigns and use the "opportunity score" indicator for additional optimization. 2. Video as the Foundation of Engagement Video content consumption is growing rapidly, especially in the Reels format on Facebook and Instagram. Two out of three users say Reels ads help them discover new brands. For example, Vaseline’s mobile-first video campaign led to a 12.3-point increase in ad recall. Meta also offers AI-powered tools like Image Animation and Video Expansion to boost creativity. Recommendation: Integrate video content into your ad strategies, tailor it for mobile, and use generative AI tools to enhance visuals. 3. Business Messaging: Direct Contact with Customers Meta considers messaging a key growth area. WhatsApp and Messenger have over 3 billion and 1 billion active users, respectively. The use of AI in messaging enhances customer interactions. For instance, the brand Kitsch reported improved communication quality thanks to AI tools. Recommendation: Establish a presence on messaging platforms and run ads that encourage direct communication. 4. Threads as a New Engagement Platform Threads now has over 350 million monthly active users. It’s a space for public conversations where brands can connect with audiences in a more informal, authentic way. For example, Wendy’s uses Threads effectively to strengthen its brand image. Advertising on Threads is now available globally. Recommendation: Integrate Threads into your advertising strategy and experiment with new communication formats. 5. Collaboration with Content Creators Meta emphasizes the importance of working with influencers. According to data, 40% of users trust creator recommendations when shopping. BoohooMAN’s influencer campaign resulted in a 35% increase in new customers. Meta encourages businesses to use Instagram’s Creator Marketplace and launch partnership ads. Recommendation: Explore collaboration opportunities with opinion leaders to build trust and expand reach. Conclusion Meta’s tools offer vast opportunities for business growth, especially in today’s fast-paced digital environment. Focusing on key areas — such as AI-powered ads, video content, messaging platforms, Threads, and creator collaborations — helps brands build a strong and modern digital presence. The key is to approach these tools as part of a holistic strategy rather than in isolation. A comprehensive approach not only improves engagement but also leads to stable conversions and long-term business growth. This article available in Ukrainian.