Meta
- Limit the number of campaigns
- Prioritize conversions
- Embrace algorithmic targeting
- Avoid removing placements
- Limit the number of ad sets
Jon Loomer’s Core Meta Advertising Principles for the modern era:
& don’t forget:
Meta now prefers “creative diversification” by format, angle, approach, and text. Utilize five primary text and headline options for each ad. Create very different versions of your ads within a single ad set.
Modern advertising isn’t about control—it doesn’t exist.
It’s about context—the context provided and the context around the delivery.
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Reports of Instagram’s Death Are Greatly Exaggerated
Meta’s various apps are the closest we have the US to everything apps. The feature sets are deep enough that people can use them in different ways.
in multiple interviews with 15- to 26-year-olds, Gen Z people, they said that they used Instagram to keep in touch with friends, scope out crushes, build businesses, and pour over cooking videos. But out of all of its features, they seemed least interested in the polished public photo feed that had once been Instagram’s marquee offering.
But Instagram (and TikTok) aren’t social networks, they’re social media
it feels more comfortable to post on TikTok than it does on Instagram. And I think that’s a common narrative and sentiment that we hear all the time. But I think the reality is that most people, young people in particular, don’t really feel comfortable posting anywhere at this point
Instagram is a mix of entertainment, inbox (DMs as the new email), and search. At least for younger users.
What does this mean for how brands use Instagram?
The traditional feed is certainly easiest for most. But how much are people engaging with this “legacy” feature.
On-platform search plus Google indexing posts for off-platform search means the Instagram feed is more like Pinterest than TikTok. A visual microblog.
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Zuck’s dream of fully automated ad platform is starting to come true
Meta said that nearly two million advertisers are now using GenAI video generation tools. That’s about 20% of Meta’s entire advertiser base based on the latest available estimates.
I do think it was really telling that Zuckerberg was careful to say that these tools are the most valuable for small and medium-sized businesses and that agencies will continue to play an important role with big brands.
This will continue to bifurcate between those with big budgets and those without.
via Jasmine Enberg on Behind the Numbers
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👓
Al glasses gained further traction in the first half of the year, with Ray-Ban Meta more than tripling in revenue year-over-year.
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Following the category-defining success of Ray-Ban Meta, the #1 selling Al glasses in the world which had sold millions of units since launch…
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the insatiable demand for Ray-Ban Meta
Meta is mentioned 32 times in this eyewear company’s earnings report.
Oakley and Prada versions are next.
Is Zuck’s hardware platform dream being realized? Smart glasses remain my bet for the next consumer computing shift.
via Luxottica earnings report (PDF)
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Zuckerberg isn’t just saying the quiet part out loud, he’s saying it a lot.
we’re going to get to a point where you’re a business, you come to us, you tell us what your objective is, you connect to your bank account, you don’t need any creative, you don’t need any targeting demographic, you don’t need any measurement, except to be able to read the results that we spit out. I think that’s going to be huge, I think it is a redefinition of the category of advertising.
Probability is high that this approach becomes very successful. The value of the human hand will also increase.
via The Verge
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