Meta Ads in 2025: The Power of AI and Much More

The Meta Marketing Summit 2025 took place on February 12th. If you missed it live, here's a summary of the highlights.

1. Artificial intelligence as a basis

• AI is more than just a reality. 50% of Instagram content is now recommended by AI.
  
  
• Meta is investing in AI tools to create more and better content. This will make it easier to scale ads.
  
  
• The importance of advertising is increasing, and is even an important part of segmentation.
  
  

  
  

2. Advantage+: a revolution

• Advantage+ Shopping Campaigns (ASC), now rebranded as "A+ Sales," achieved a 25% increase in ROAS in tests across 1 million campaigns with advertisers in Europe.
  
  
• Advantage+ generates 14% more purchases.
  
  
• Catalogs with videos achieve a 20% higher conversion rate compared to static catalogs.
  
  
• Advantage+ campaigns will soon be available for lead generation.
  
  

3. Reels and interaction

• Videos account for 60% of the time spent on social media.
  
  
• Reels increase the likelihood of purchases, with over 80% of Gen Z having made a purchase through a Reel.
  
  
• Reels now account for 50% of all content consumed on Instagram.
  
  
  
  

4. Test, test again, test better:

• View-through conversions are introduced to track purchases that occur after viewing an ad, even without a direct click.
  
  
• Only what can be measured can scale. This is the maxim.
  
  
• Content plays a key role in reaching potential buyers.
  
  
• Social media is the primary channel for product discovery, surpassing search by 2024.