Meta
Check out all the industry updates that have hit Meta to make sure your social marketing campaigns are up to scratch
Filter by:
Meta announces ad-free Facebook and Instagram subscriptions (UK & EU)
Meta will offer ad-free subscription options for Facebook and Instagram users in the UK and EU, priced around £2.99-£3.99 per month. This move responds to increasing privacy and data-usage regulations in these regions.
Takeaway:
The change marks Meta’s shift toward greater user control and transparency in response to EU regulation – while still allowing advertisers to reach opted-in users through privacy-compliant targeting.
Meta launches “Vibes” – AI-video feed for creators and advertisers
Meta has introduced Vibes, an AI-powered video feed that lets users create, remix, and publish short-form videos, blending elements from Reels and Stories. Advertisers can test new immersive video ad placements within this environment.
Takeaway:
Meta is leaning heavily into AI-driven automation, using user interactions with its AI tools to shape ad delivery. Brands should be watching how ad formats evolve in these newer surfaces (AI video, feed remixing) and consider how to test in these emergent inventory types.
Read moreMeta launches AI copy based on personas
With so many AI enhancements as part of the Advantage+ creative options on Meta, the platform have now launched AI suggested copy, based on personas.
Previously, Meta suggested copy based on the original copy inputted into the ad by the advertiser. Now, advertisers have the option to have the suggest copy variations tailored to different personas, dictated by Meta based on the nature of the ad creative and information across the account.
Whilst this doesn’t change the targeting of the ad, the new copy suggestions will help advertisers with inspiration for their ad copy, as well as test different versions to find the right one for their audience.
Read moreOpportunity score rolls out to all meta advertisers
Opportunity score on Meta, consisting of two key elements: a score and a set of recommendations, gives advertisers on the platform a snapshot view of the account status and how to maximise the performance.
The new feature was previously only rolled out to select advertisers earlier this year, but has since become available to all.
The score itself is based on how many recommendations from Meta Ads Manager are applied to an advertiser’s activity. With the recommendations ranked on estimated performance impact, the more applied, the more Meta deems an account more successful.
For those with lower scores, Meta suggests the potential opportunities to improve which can be a valuable tool for new advertisers.
Read MoreNew creative insights for Meta advertisers
Ensuring ad creative is working on Meta is a key part of any advertisers role. It needs to be engaging, talk to the right people in the right way and work well within budgets and targeting to ensure it’s playing it’s pivotal part in the advertising journey.
And now, Meta has introduced new creative insights to ensure that this level of detail is even more transparent, by allowing users to view ‘Top Creative Themes’ in the Ad Reporting and Account Insights section of the advertising platform.
When viewed, the feature will identify what themes are apparent throughout creative, and how spend is being allocated across them. This helps both the platform and advertiser understand if the themes align correctly with the brand values, and also shows comparison against other themes within the industry to ensure ads are well optimised.
Examples of themes include:
- Vitality
- Promotion
- Escapism
- Comfort
- Happiness
- Joy
- Peacefulness
- People
Clicking on a theme name will then show a sub-report, that provides guidance on how to optimise the ad to fit the theme, whilst also showing industry examples.
Read MoreNew Omnichannel Ads rolling out on Meta
Meta is expanding its Omnichannel ads feature, helping businesses drive online and in-store sales through a single campaign. These ads highlight nearby store locations, include links to maps to help guide shoppers and show available discounts to encourage physical store visits. When you select the ‘Website and in-store’ option in your ad set, Meta will automatically optimise your ads and display nearby store information.
Omnichannel marketing is a strategy that allows businesses to create a seamless shopping experience across multiple channels. This includes websites, social media platforms and in physical stores. This strategy will enable customers to stay connected, regardless of where they interact with the brand, making the purchase journey easier and more consistent. Rather than treating each channel separately, omnichannel marketing combines them into one unified experience that can boost loyalty and sales.
Meta began testing Omnichannel ads with selected partners last year, and the results have been positive so far. Advertisers have seen a 15% lower cost per acquisition and a 12% higher return on ad spend compared to their usual campaigns, according to Meta. With global access coming this summer, businesses will have the opportunity to build these ads ahead of the peak holiday season.
To use this new feature, make sure you have:
- A dataset that links offline and website events, with a strong match quality for your website events.
- A catalogue connected to your dataset to track product interactions from your website or app.
- A store page set up on Facebook to show nearby store locations (optional).
For brands that use Meta, it means they can manage the entire shopping journey, from online browsing to in-store purchasing, more easily and efficiently.
Read more about the update hereThreads ad placements have officially launched on Meta
Meta is officially rolling out Threads feed ads worldwide!
The new Threads ad placement is becoming available for select accounts in Meta Ads Manager, appearing in the ad set level as ‘Threads Feed’. It will be selected by default for new campaigns using Advantage+ Placements or Manual Placements. Advertisers also have the option to opt out of Threads placements, just like any other ad placement, by simply unticking the box at the ad set level.
Availability and requirements:
- This new ad placement will launch in select markets first. This allows Meta to test and optimise before a broader rollout.
- For brands to launch ads on Threads, businesses must create a Threads account, just as they do for Instagram and Facebook. The Threads profile will be connected to the Instagram account.
- A Threads profile can be created in the ‘Identity’ section at the ad set level in Meta Ads Manager.
This launch indicates that Meta is positioning Threads as a serious launch in the advertising space, and we can expect a high number of users to appear in the coming months.
We spoke to Ellie McGuigan, Paid Social Manager at Cancer Research UK, who told us:
Expert opinion
Ellie Mcguigan, Paid Social Manager at Cancer Research UK
New Peer Approval feature on Meta
Meta’s new ‘Peer Approval’ update allows marketers to review actions and require approval for ads before they can be set live. This is a great way to add an additional layer of protection to your business.
You can choose different levels of protection, from only flagging suspicious ads, requiring approval for every ad set live or even just ads over a certain budget. This update gives marketers and brands a lot more control over their strategy, protects ad spend and improves team accountability.
How to set it up
When it becomes available in your ad account, a ‘Peer Approval’ section will appear in the ‘Security Center’ of Meta Business Suite. Click ‘Manage’ for ad account security. Pick the ad account you want to protect and choose the protection level from the following options:
- Default protection: Only suspicious ads require approval.
- Extra protection: Includes default protection along with an extra security measure requiring that every ad must receive approval before it can run.
- Custom protection: This also includes default protection and requires additional approval for ads using a specific daily or lifetime budget.
You’ll also need to select which people in the business can review and approve ads. These are trusted users within your Meta Business Suite.
Overall, this new update serves as a valuable tool for marketers seeking an added layer of control and security. Specifically, for businesses managing multiple campaigns or for accounts with larger budgets, this can help eliminate potential mistakes and maximise team transparency. It could enhance team collaboration and accountability, ensuring that only trusted individuals can approve ads.
While the update enhances security, it can, of course, introduce some challenges for the team. This approval process may slow down campaign launches due to an extra approval step, especially when key approvers are absent, leading to delays in time-sensitive ads. Users may also face issues if certain members leave the company and replacements aren’t added, resulting in delays if ads struggle to get approved.
For more Meta updates, you can visit Bram Van der Hallen’s LinkedIn page.Incremental attribution is being rolled out on Meta
Meta has begun rolling out a new way to measure and optimise ads. This update isn’t based on how many conversions happen, but how many happened because of your ad. Traditionally, Meta shows how many people clicked on or viewed your ad and then converted. But those people may have converted anyway–even without seeing your ad.
Incremental attribution is a new update that aims to filter out the conversions that would have converted anyway using a ‘sophisticated model’. Instead, it aims to focus on pinpointing the conversions that happened specifically because of your ad. If the ad caused someone to convert, then that’s incremental conversion.
This could be a fantastic tool for marketers in understanding exactly where their conversions are coming from. If you’re paying for conversions that would have happened no matter what, then it’s wasted ad spend and could help improve your overall strategy.
Here’s how to check if you have access to the new update:
- Set up a new Sales campaign.
- At the ad set level, find your conversion event.
- Click “Show more options” below it.
- Look for a setting called Incremental Attribution.
Meta is testing a new landing page feature
It appears Meta has introduced a new landing page feature on select accounts, which uses AI image recognition to decide which landing page is most appropriate for your ad and is likely to improve performance.
The new feature is called ‘Optimise website destination’ and will pick the most relevant page on your website to direct users to by using its image recognition capabilities to look at products in your catalogue.
This has the potential to make ads more personalised and effective. The feature is automatically applied in Sales campaigns optimising for ‘purchases’ but users should be able to opt out by unticking the box.
By enabling this feature, you might see an uplift in sales as a result of relevant landing pages, but you could also lose control over which ones you direct users to, which isn’t ideal if you want to tailor your strategy to push certain products.
This new feature is still in the testing phase, so it may not be rolled out to all Meta accounts, but it’s definitely one to keep an eye on.
For more Meta updates, you can visit Bram Van der Hallen’s LinkedIn page.
