## Unlocking Success: Meta’s Insights for Advertisers Based on Emerging User Trends
In a **recent earnings call on April 30**, Meta revealed key insights into what’s propelling advertiser success on its platforms. As the company pivots its focus toward **AI integration**, these insights serve as a treasure trove for marketers eager to refine their strategies.
### The Power of AI in Advertising
In a comprehensive follow-up on [Meta’s business blog](https://www.facebook.com/business/news/q1-2025-earnings-advertiser-takeaways), CEO **Mark Zuckerberg** shared exciting data: user time spent on Facebook surged by **7%**, on Instagram by **6%**, and a staggering **35%** on Threads. This uptick can be attributed, in large part, to **enhancements in Meta’s recommendations systems**, which are backed by state-of-the-art AI.
#### Embrace the Advantage+
**AI is taking center stage** in Meta’s advertising ecosystem, particularly through its **Meta Advantage+ suite**. This game-changing collection of automated ad products empowers advertisers to not only optimize performance but also explore **creative diversification strategies**. The first step for any serious business should be to set up an **Advantage+ campaign**—this could be your golden ticket to greater engagement.
### Video Content: A Vital Element
Meta’s insights illuminate a growing trend: **video content** is king on both Facebook and Instagram—especially in the U.S. They have reported that **two out of three users** have discovered new brands, products, or services through **Reels ads**.
Currently, Meta is **experimenting with Reels trending ads**, aiming to place brand promotions alongside popular Reels content. While this feature is still in the trial phase, incorporating video into your marketing mix is crucial. As part of their AI capabilities, **Meta’s Generative AI Imagine Animation** is now available to all advertisers, enabling more dynamic and engaging video content.
### Enhancing Communication through Business Messaging
One of Meta’s **most intriguing recommendations** involves using business messaging on platforms like WhatsApp, Messenger, and Instagram Direct. Ads that facilitate a click-to-message option can significantly enhance engagement by allowing potential customers to reach out easily. While many small businesses still rely on human interaction for messaging, **Meta predicts a shift towards AI agents** handling customer support and sales in the near future.
### The Rise of Threads
If your business has yet to embrace Threads, now’s the time. With over **350 million active monthly users**, it offers vast potential for reaching new audiences. According to Meta, **three out of four users** follow at least one business on the platform, and the company recently rolled out advertising features globally.
### Collaborating with Creators
Finally, Meta recognizes the impact of **creators and influencers** on purchasing decisions, with **40% of users** relying on creator recommendations when shopping on Instagram. Brands are encouraged to leverage **Instagram’s creator marketplace** to connect with influencers, considering **partnership advertising** to tap into their expansive audiences.
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**Meta’s latest findings** pave the way for smarter, more effective advertising strategies. By harnessing the power of AI, focusing on video content, utilizing business messaging, embracing new platforms like Threads, and collaborating with influencers, businesses can dramatically boost their visibility and engagement in the digital landscape.
For more insights and best practices, [check out Meta’s blog](https://www.facebook.com/business/news/q1-2025-earnings-advertiser-takeaways) for the latest trends and tips.
(Image via Meta)
