HIGH LEVEL UPDATES TO NOTE:
Instagram’s algorithm is now prioritizing shares over likes. “We are looking to help people discover content they want to connect with friends over, and so sends is a great proxy for that sort of connection over creativity,” says Instagram CEO Adam Mosseri.
WHAT’S TRENDING
Audiences are gravitating toward authentic and unpolished content.
Meta launches Advantage+ feature to tailor ad copy variations to personas. This feature uses AI to generate different versions of ad copy (primary text and headlines) tailored to various personas, which Meta identifies based on your account and ad data. Importantly, these personas are used only to customize the ad copy, not for targeting the ads themselves. Advertisers can review and replace the AI-generated text if desired.
Meta launches new tools to optimize ad campaigns for business value and return on ad spend (ROAS). Features include enhanced value optimization, real-time incremental attribution, and expanded value rules to prioritize high-value customer segments. Early results show advertisers are seeing improved ROAS and more effective targeting with these updates.
Meta aims to fully automate ad creation using AI. Meta plans to launch fully automated AI-powered ad campaigns by 2026, allowing brands to generate complete ads—including images, videos, and text—by simply providing a product image and budget. This move aims to streamline ad creation and personalization for businesses, though some large brands are concerned about losing creative control to AI.
WHAT’S TRENDING
Meta in talks for scale AI investment that could top $10 billion.
LinkedIn is adding first Impression Ads. This video ad option is a full-screen, vertical video format for single-day campaigns, ensuring that your promotion is the first ad that a target member sees.
LinkedIn will be adding Video Ad Serving template (VAST) tags. VAST tags ensure that your video ads are displayed correctly in different environments, essentially translating your video content for various browsers, systems, etc.
WHAT’S TRENDING
Microsoft taps LinkedIn CEO for dual role leading Office in AI strategy shift.
LinkedIn publishes new guide on influencer marketing for B2B marketing.
TikTok
TikTok announces new ad features at the fifth annual TikTok World product summit. One tool, Insight Spotlight, allows advertisers to sort by user demographics to see what videos users in the target group are watching and what keywords are associated with popular content, helping identify key trends and behaviors.
WHAT’S TRENDING
Trump considers extending TikTok deadline for a third time.
Reddit updates its profile presentation format. This change gives more context to users as well as new controls over how much of their Reddit activity is visible via their profile listing. Profiles also include updated activity summaries, including post counts and subreddit engagement.
WHAT’S TRENDING
Reddit sues Anthropic, alleging unlawful use of data.
Shopping ads are trending on the Reddit platform.
