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Meta: Automation works, and so does culture

Good news: AI-based ad campaigns do bring good results… according to Meta, at least.

The company shared a new report that shows Advantage+ shopping campaigns saw a 30% increase in return on ad spend (ROAS) compared to last year.

Mixed emotions

Meta says there were 20% conversions more than the year before, and points out that Reels ads and Shops ads have notably increased performance.

Of course, this is all a little scary, too.

Many advertisers are worried that with Meta’s algorithm doing all the optimization, ad management is becoming too hands-off. But if it works…

Physical and not

Also, Meta just published the Culture Rising 2023 trends report, and it reveals some findings you should probably know about.

Meta Culture Rising 2023 trends report

Inside the 59-page report, Meta shares key developments and trending topics, including:

  • The top hashtags related to Reels, among which are #ReelsQuotes, #GymReels, and #BikeReels.
  • Rising global topics like Fantasy, Therapy, Mindfulness, and more.
  • Metaverse trends. 72% Gen Zers don’t think virtual avatars should reflect their physical features, for example.

Pretty interesting. There’s a lot more in the full report, so it’s worth a read.

Why we care

Meta had to overhaul its tracking and targeting after a range of privacy updates, and it seems like it’s finally getting the ad system back on track.

That’s good news if you’re running ads… even if the automation part feels a little foreign.

And if Meta’s Culture Rising report is anything to go by, you may want to adjust your brand tone and voice to reflect users’ ever growing attention to mindfulness and well-being.

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