Meta
- Limit the number of campaigns
- Prioritize conversions
- Embrace algorithmic targeting
- Avoid removing placements
- Limit the number of ad sets
Google and Meta Ads are saturated and automated.
There is no in-platform secret sauce and the days of scaling your sales to the moon on one or the other are in the rear view.
They’re still the best at what they do, but you need something else if you want outsized results.
What’s your new frontier?
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Not sure how accurate this insight into Meta’s ad algorithm is, but it’s still helpful to think through.
The 15-Second Framework:
• 0-3 sec: Hook
• 3-5 sec: Value prop
• 5-8 sec: Benefits
• 8-15 sec: Problem/Solution
I’d make that the 16 second framework and extend the Value Prop or Benefits if needed. Use ThruPlays to your advantage.
What Meta’s AI actually sees:
→ Setting = income level
→ Person = demographic
→ Language = education
→ Problem = life stage
→ Music = cultural signals
→ Colors = emotional state
Computer vision + sentiment analysis + trove of behavior data
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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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