Meta
- Backgrounds for product images
- Magic crops to stretch one asset across Meta’s many aspect ratios
- Text variations
I’ve said about Meta:
There really isn’t a company better at monetizing via ads.
Some might be yelling “but what about Google?!”
Big G is good at protecting their position to lock in default behavior and monetizing that way.
testimony in the trial revealed that Google spent a total of $26.3 billion in 2021 to be the default search engine in multiple browsers, phones, and platforms.
The end of Meta is regularly proclaimed, but Google is in a more precarious position.
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Massive Meta Minithread
I’ve collected too many tabs of Meta related stuff, so here it all is.
Chat with AI in Messenger
This isn’t surprising, especially given Snap’s success with AI chatbots. The real question is: does Meta know their market? One persona appears based on Blender from Futurama, which feels like a miss for the youth.
Plus, AI Studio to let developers build custom chatbots. AI might make Meta’s messenger dreams for brands a reality…finally. It used to be like setting up a choose-your-own adventure chat.
Meta Posts 23% Growth as Ads Rebound, With Profit More Than Doubling.
There really isn’t a company better at monetizing via ads. I expected the headlines about decreasing spends and worries over ROI would amount to little.
Instagram Makes Reminder Ads Available for Stories Placement.
You know Zuck loves this one: How TikTokers are making tons of money on Facebook, an often overlooked ‘cash cow’ for short video (hint: Facebook boomers have money).
Meta’s adding some new ad optimization tools for the holiday push, including variable campaign budget options, new tools to entice purchase actions, and more direct linkage to buy products from ad displays.
Threads! It’s still a thing! A thing with almost 100 million monthly users (that’s 1/6 of the way to X). And now polls and GIFs (at least on mobile).
And a few tools & things curious marketers might enjoy:
When you optimize for value, we use machine learning to predict how much return on ad spend (ROAS) a person may generate. We then use this prediction to bid for your highest value customers. By bidding more for people who are likely to spend more, you can help ensure you are maximizing the value of conversions for your campaigns.
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In R.I.P. Social Media Managers I wrote:
Organic social media for brands is dead. And it has been for a while.
I’m not the only one saying this. A Digiday survey found:
This shift in investment in Facebook and Instagram, along with the decrease in usage and posting frequency on the platforms, is a strong indicator that, overall, agencies are seeing a lack of return on investment when it comes to Meta.
But some might be taking it too far, leaving opportunity for the rest:
Digiday’s surveys also found that far fewer agencies are buying ads on Meta’s platforms this year than last year.
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Meta is bringing generative AI to ads with:
The first one is welcome news for any company with white background product shots, those don’t work well on social.
The last one is the AI-indication of an existing feature.
The second one is what I’m most excited about. Anything to streamline asset creation and optimization across placements is very welcome.
Magic crops plus text variation with more aesthetic automatic overlays would be a great next step to make it even easier to advertise across placements.
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More social shifting to messaging as Meta starts testing broadcast channels on Facebook, following the features success on other platforms.
Distribution of social content by users is increasingly moving to private channels.
Also on Bluesky