Meta has shared its latest performance update, revealing a modest increase in daily active users across its app ecosystem and a substantial boost in revenue. Daily active users across Facebook, Messenger, WhatsApp, Instagram, and Threads now stand at 3.29 billion, up slightly from the 3.27 billion reported in Q2. This growth is accompanied by a notable 19% year-over-year revenue rise, emphasising the value Meta’s expanding tools and services bring to advertisers and users alike.

While Meta’s investments in next-level projects remain substantial, the focus is clearly paying off in both engagement and monetisation. Below, we unpack the latest insights from Mark Zuckerberg’s tech behemoth, exploring how key advancements in AI, product features, and advertising can support growth for brands, communicators, and businesses.

Leveraging AI to Boost Ad Performance

Meta’s ongoing investment in AI is transforming its advertising landscape, with powerful implications for businesses. Over a million advertisers now utilise Meta’s generative AI tools to develop creative assets, which have driven an impressive 7% increase in conversion rates. Advanced modelling anticipates audience responses, allowing businesses to strategically place ads to maximise impact and engagement.

Mark Zuckerberg, CEO, Meta (November 2024)

“We’re seeing AI have a positive impact on nearly all aspects of our work, from core business engagement and monetisation to our long-term roadmaps for new services and computing platforms.”

The impact of AI on ad performance reflects Meta’s investment in machine learning-driven ad targeting and creative optimisation. Meta’s ad systems can now analyse user behaviours with greater sophistication, identifying sequences of actions and preferences that predict ad engagement and purchases. This means advertisers can expect more refined ad placements, with Meta’s AI dynamically learning and optimising ad delivery to enhance relevance and efficacy.

For brands, the integration of AI simplifies ad creation, offering customisable insights that elevate ad quality and resonance. AI-powered creative assets streamline workflows and improve engagement with audiences, increasing both brand visibility and campaign effectiveness. Communicators and strategists should explore Meta’s ad creation tools as they enable high-quality, relevant ads at scale. With tools that take much of the guesswork out of targeting, brands can reach audiences more precisely, driving conversions without increasing ad spend.

The Rise of Video and Short-Form Content

Meta continues to see significant engagement growth in video and short-form content, particularly through platforms like Reels on Instagram and Facebook’s new unified video player. Since its introduction, the player has driven a 10% increase in time spent on video content, while Reels remains a crucial discovery tool, with over 60% of recommendations now highlighting original posts. Video is a key engagement driver for Meta, and the company is optimising its platforms to support this trend by updating its video infrastructure and recommendation algorithms.

For businesses, this shift underscores the importance of incorporating short-form, engaging videos into their content strategy. Video formats on Meta’s platforms offer high-impact opportunities to capture audience attention and foster authentic connections. Reels, in particular, is designed to encourage users to discover new accounts, making it a potent tool for brands looking to build reach and drive awareness. Short-form video is also a versatile format for delivering brand messages, whether through behind-the-scenes content, product demos, or quick tips.

As Meta continues to improve video recommendations and video ad placements, brands should prioritise creating compelling, shareable video content that maximises visibility and engagement. Communicators can leverage Meta’s focus on short-form video to craft stories that resonate with users in meaningful ways, positioning brands at the forefront of trends. As Meta expands its video tools and options, this medium will only become more influential for reaching a broad audience and amplifying brand narratives.

Threads as an Emerging Platform for Real-Time Engagement

Meta’s latest social platform, Threads, has rapidly gained popularity, reaching nearly 275 million monthly active users. Positioned as a space for real-time conversations and trending topics, Threads complements Meta’s broader ecosystem by offering a unique forum for dynamic interactions. Its fast-paced growth and integration within Meta’s suite of apps highlight Threads’ potential as a major platform for topical and community engagement.

Mark Zuckerberg, CEO, Meta (November 2024)

“Engagement is growing… we continue to be on track towards [Threads] becoming our next major social app.”

The growth of Threads signals a significant shift in how users are looking to engage online. Unlike Meta’s other platforms, which balance public and private sharing, Threads appears to cater specifically to users interested in staying updated on real-time conversations. This format not only encourages fast-paced interactions but also fosters an environment where users can discuss current events, interests, and personal insights in a more conversational setting.

Threads’ development as a place for “real-time dialogue” could position it as a valuable platform for brands in the future. With a growing user base interested in in-the-moment updates and interactive discussions, Threads could evolve into a space where brands can join relevant conversations and interact with communities in an authentic, less formalised way. As Threads matures, its role as an extension of Meta’s ecosystem could provide new opportunities for brands to reach audiences seeking an unfiltered, immediate form of social media interaction.

Scaling Personalisation and Engagement with AI

Meta’s advancements with its open-source AI model, Llama, mark a new era in personalisation, enabling increasingly customised content and interactions. Llama 3.2’s capabilities allow Meta AI to enhance user experience by providing real-time recommendations, generating captions, and even modifying images based on user prompts. These developments reflect Meta’s commitment to transforming how users engage with content, creating a personalised, interactive experience across its platforms.

Mark Zuckerberg, CEO, Meta (November 2024)

“It seems pretty clear to me that open-source [AI] will be the most cost-effective, customisable, trustworthy, performant, and easiest to use option that is available to developers, and I am proud that Llama is leading the way on this.”

Llama’s open-source foundation also empowers brands and businesses to leverage AI in ways that enhance user engagement. For example, using Meta’s AI tools, brands can generate content that adapts to individual preferences, providing users with more tailored experiences. Communicators can refine messaging to respond to specific audience needs, personalising interactions in ways that deepen connection and relevance.

Llama’s advanced capabilities also mean that brands have greater flexibility in building custom applications and tools that align with their unique goals. Whether it’s crafting interactive product suggestions, developing tailored content recommendations, or enabling user-generated content customisation, businesses can use Meta’s AI infrastructure to create experiences that resonate deeply with audiences. As AI-driven personalisation continues to grow, companies that leverage Meta’s open-source capabilities can stay ahead in delivering unique, meaningful interactions.

WhatsApp’s Expanding Role in Business Messaging

WhatsApp has experienced significant growth, particularly in the United States, and now facilitates over 2 billion calls daily. As Meta enhances business messaging capabilities within WhatsApp, it positions the platform as a central communication tool for brands. WhatsApp Business allows companies to engage with customers directly, making it ideal for lead nurturing, customer service, and real-time updates.

Mark Zuckerberg, CEO, Meta (November 2024)

“The US remains one of our fastest-growing countries, and we just passed a milestone of 2 billion calls made globally every day.”

For businesses, WhatsApp offers a high-engagement channel for building customer relationships. With features designed for fast, effective communication, WhatsApp allows brands to provide personalised support, respond to inquiries, and keep customers informed with ease. Its real-time nature enables businesses to create more immediate, responsive interactions, helping to build trust and loyalty.

Brands that integrate WhatsApp into their communication strategy can use it to enhance the customer experience, whether by offering prompt support, sending personalised promotions, or sharing updates on orders. Communicators should consider using WhatsApp as a core engagement tool, especially in regions where the platform is widely adopted. By incorporating WhatsApp into customer service workflows, companies can provide a seamless, convenient experience that strengthens brand reputation and boosts customer satisfaction.