Meta Marketing Summit 2025
19 February 2025
19 February 2025
The Meta Marketing Summit took place last Wednesday, once again sharing key statistics to shape your marketing strategy. While there were no groundbreaking announcements like the introduction of Advantage+ campaigns in 2022, there were plenty of valuable recommendations on how to enhance your marketing approach on Meta.
Meta representatives have long emphasised Meta’s greatest strength—bringing products and brands to users—and now they have the data to support this claim. In 2018, the leading channel for brand discovery was search, accounting for 36%. Today, social media has taken the lead at a staggering 47%, meaning nearly half of surveyed users discovered new brands or products through social media.
This highlights a significant shift in consumer behaviour and reinforces why social media should be considered the primary driver for top-of-funnel activity.
A staggering 80% of Gen Z have made a purchase after seeing a Reel ad. The influencer/creator bubble has not burst—they remain crucial in shaping purchasing decisions. Users prefer creator-led content over traditional adverts, and the algorithm rewards this preference with lower cost-per-clicks and cheaper reach.
Some of the leading fashion brands have heavily incorporated influencer content into their strategy. H&M, for instance, announced last year that this approach led to a 1.8x incremental increase in their ROAS. Other major brands also shared successstories, highlighting the winning combination of creator-led content for brand discovery alongside AI-powered tools such as Advantage+ is a recipe for success.
One of the biggest shifts in Meta advertising over the past year has been in targeting. Audience reach is no longer dictated by manual targeting but rather by how relevant the AI perceives the content to be for specific users. In other words, content designed with your target market in mind will perform better than any interest-based targeting you apply to your campaigns.
To maximise success, it’s now essential to diversify your content with multiple concepts and ad formats. This allows the AI to serve the most relevant content to the right audiences while providing valuable data to analyse top-performing content types for future campaigns.
Overall, 2025 is shaping up to be an exciting year for Meta advertising. Consumers can expect greater diversification in the content they see, and as advertisers, we must keep up with these trends. Meta will continue to be a powerful tool for connecting your brand with your audience, and those who embrace these strategies stand to see great success.
If you’re looking to get started with Meta or social ads or simply want your investment to work harder for you then contact Loud Mouth Media today. We’ll help you implement a strategy that aligns with AI-driven optimisation—leading to strong returns.