Meta regularly tests new tools and updates to strengthen its advertising toolkit, making it difficult for businesses to catch up. By the time you find out about a new Facebook advertising update, your competitors are already way ahead of you. But that doesn’t have to be the case this time around. We put together 11 of the key updates that will enhance your 2025 paid advertising strategy.
1. Meta Business Suite Will Help You Become a More Effective Marketer
If you’re a professional advertiser on the platform, this one should come as a no-brainer. The Meta Business Suite is a complex platform, but it has all you need to be an effective marketer.
Here’s some of what you can do with it:
- Post across platforms, including Facebook, Instagram, and Messenger
- Create ads
- Track insights and trends
- Access tools like Commerce Manager and Ads Manager
- Manage your inbox
Don’t get overwhelmed by the depth of the platform. Consider taking free courses through Meta Blueprint to learn how to leverage and maximize everything available through the Meta Business Suite.
2. Create More Impactful Advantage+ Campaigns
People are consuming more video content, and there’s social media data to prove it. Meta’s internal data notes a 25 percent increase in daily watch times for Reels and videos across its apps. Reshares for Reels also reached a whopping 3.5 billion daily.
With this considered, Meta is bringing the power of video to its Advantage+ campaigns. These updates include:
- Advantage+ creative optimizations. This will automatically optimize your video ads for viewing on Reels on Facebook or Instagram mobile apps with a 9:16 ratio. It will also use multiple ad variations and personalize your ads based on what gets the best response.
- Videos in Advantage+ catalog ads. Instead of personalized product recommendations with only static images, you’ll now have the option to use branded videos or customer demonstration videos in your Advantage+ catalog ads.
- Advantage+ creative with Advantage+ catalog campaigns. You’ll be able to include a “hero” image at the center of your catalog ad. Meta’s AI will then dynamically display the best products from your catalog.
3. Drive More Sales Through Improved Shop Ads
Shop ads simplify the digital customer journey, allowing people to easily buy something after seeing an ad for it on Facebook or Instagram. Meta has expanded access to its integrations with Magento and Salesforce Commerce Cloud, so more advertisers can take advantage of Shop ads and drive increased sales.
4. Use Recurring Messenger Notifications to Get Repeat Customers
Just because your ad has ended (and you got the sale) doesn’t mean you want to lose that customer.
That’s why Meta released a recurring notification feature that lets you send personalized, automated Messenger notifications to alert customers of promotions, new product releases, sales, and major business updates.
Keep in mind that customers can opt out of recurring messages, but if they don’t, it can be a great way to improve your advertising ROI.
5. Get Enhanced Ad Insights to Inform Your Facebook Advertising Efforts
Facebook’s advertising analytics has drastically improved with Meta’s introduction of new attribution models and analytics integrations.
You have the option to choose an attribution setting to optimize for and report on conversions that wouldn’t have happened without the ad being shown (also known as incremental conversions). This allows you to assess the true impact of your ad and find ways to make improvements.
The buyer journey isn’t always linear, which means that buyers may see and interact with your ads across different platforms. Meta is now making it easier to track this cross-publisher performance and optimize your strategy accordingly. You’ll be able to connect your third-party analytics tools directly into the Meta ads system to get a holistic view of your advertising mix.
6. Adapt Your Targeting to Remove Detailed Targeting Exclusions
Previously, Meta advertisers had the option to restrict who saw their ads. With the latest updates to Meta’s advertising policies, you can no longer use detailed targeting exclusions in new ad sets.
The platform is still offering alternative ways to exclude a certain audience from your targeting, like audience exclusions. However, if you primarily used detailed targeting exclusions, you’ll need to adjust your 2025 Facebook advertising according to this new update.
Meta believes that this change will improve campaign performance. A recent test showed a 22.6 percent lower cost per conversion when an advertiser didn’t use detailed targeting exclusions compared with when they did use it.
7. Get More Out of Your Influencer Collaborations with Partnership Ad Improvements
According to Meta, 53 percent of survey respondents are likely to buy something that a creator is promoting on Reels. That explains why the latest Facebook advertising updates, such as improvements to Partnership Ads, focus on features that promote and enhance creator collaborations.
Now you can spotlight one partner in the ad’s header instead of showing both the advertiser and the partner. That means the ad will appear under the influencer’s username, letting you lean into their unique personal identity. You’ll be able to create ads that feel more human and more personal, which will resonate with the audience and contribute to better ad performance.
8. Find and Scale Creator-Led Content Seamlessly
Meta recently launched AI-enabled creator content recommendations for Instagram and will soon expand access to Facebook. This feature provides you with personalized suggestions for organic branded content that will perform best as an ad, taking the guesswork out of your content scaling efforts.
Use this as an A/B testing tool to find the most impactful creator-led content to use in your Partnership Ads.
9. Enhance Your Video Assets with Video Expansion on Facebook Reels
Facebook Reels ads are about to get better, with Meta offering AI video tools to effortlessly enhance your video assets. Video Expansion is one of the latest Facebook advertising updates that will help you unlock the true potential of your video assets.
This tool adjusts your video ad creative by using AI to generate unseen pixels in each video frame. It expands the aspect ratio and creates a more immersive experience for users engaging with your Facebook Reels ads.
10. Improve Your Video Ad Visibility with Reels Trending Ads (testing)
Meta is currently testing Reels trending ads, which will display your short-form video ad alongside popular Reels across Meta platforms. This means your ad will deliver seamlessly against organic creator-generated content without interrupting the viewing experience for users.
This is a great way to increase visibility and engage your audiences — and ultimately improve your ad performance. For this type of ad to work, consider using content that feels organic and fits naturally with the adjacent creator-generated Reels.
11. Drive Real-Time Engagement with Facebook Live Partnership Ads (testing)
In another bid to facilitate more seamless partnerships between brands and creators, Meta is also testing Facebook Live Partnership Ads. This allows advertisers to boost live videos in collaboration with creators. The boosted video will display to users as a Partnership Ad, helping you make the most of creator-generated content.
Leveraging live video content in your Facebook advertising will encourage real-time engagement. Plus, it adds a layer of authenticity and trust since the content comes from creators. This could help you improve lead generation on Facebook and attract high-quality leads.
Even with all these tools to power your Meta advertising campaigns, you still need impactful ad copy to engage your target audience. With a vetted network of freelance content experts, ClearVoice offers managed content solutions to take your Facebook ads to the next level.
Connect with a content specialist today to get started.
