What’s New with Meta in 2025: Everything Advertisers Need to Know

As we progress through 2025, Meta has introduced several noteworthy updates and initiatives that are shaping the digital advertising landscape. With Meta continuing its aggressive push into AI-driven ad optimisation, platform expansion, and policy refinements, advertisers must stay ahead of these changes to remain competitive.

At Alphageek, we’re constantly monitoring these shifts to ensure our clients are leveraging new opportunities while avoiding potential pitfalls. Here’s an in-depth breakdown of Meta’s latest updates and what they mean for advertisers.

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1. Introduction of Ads on Threads – A New Platform to Leverage?

Meta has begun testing advertisements on its social media platform, Threads. Initially, a select group of brands in the U.S. and Japan participated in this trial, with ads appearing as images interspersed between posts in users’ home feeds.

Why This Matters:

• Opportunity: Threads has seen rapid user adoption, particularly among audiences disengaging from X (formerly Twitter). The potential for early adoption advantages could be significant.
• Risk: The platform still lacks clear audience segmentation tools compared to Meta’s core platforms.
• Alphageek’s Approach: We’re closely monitoring ad performance within Threads and are preparing test campaigns for clients looking to get in on the ground floor.

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2. Expansion of AI-Powered Advertising Tools – Advantage+ Just Got Smarter

Meta has enhanced its Advantage+ suite by introducing new AI-driven features designed to optimize ad targeting and performance. These updates further automate campaign management, allowing advertisers to leverage artificial intelligence for broader audience mapping, creative variation testing, and budget allocation.

Why This Matters:

• Opportunity: AI automation improves efficiency and reduces manual labour, allowing more time for strategic brand-building efforts.
• Risk: Blind reliance on AI without human oversight could lead to audience mismatches or ineffective ad spend.
• Alphageek’s Approach: We blend automation with human insight to ensure AI-powered ad delivery aligns with our clients’ branding and goals. Read more about balancing AI automation in Geek Speak Ep. 9: Automation vs. Human Touch.

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3. Stricter Policy Changes on Custom Audiences

Starting in March 2025, Meta will implement restrictions on customer list custom audiences for housing, employment, and financial products and services campaigns. Advertisers in these sectors must ensure their customer lists comply with Meta’s updated requirements to avoid disruptions in their advertising efforts.

Why This Matters:

• Opportunity: Businesses in restricted sectors can still leverage first-party data through Meta’s Conversions API (CAPI) and Advantage+ audiences.
• Risk: Misconfigured customer lists could result in rejected ads, compliance violations, or even account suspensions.
• Alphageek’s Approach: We work with clients in regulated industries to ensure they remain compliant while still achieving targeted, efficient advertising strategies.

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4. AI-Edited Video Advertisements – Creative is Becoming Automated

Meta is rolling out AI-powered video editing tools for Facebook and Instagram ads. These tools enable advertisers to animate static images and expand video frames using AI-generated content, facilitating more dynamic and engaging advertisements.

Why This Matters:

• Opportunity: AI-generated content can reduce production costs and enhance creative agility.
• Risk: Over-reliance on AI-generated content could lead to creative that lacks brand authenticity.
• Alphageek’s Approach: While AI tools are fantastic for iteration, human-led creative direction remains vital. Learn why Meta itself said “Creative is the new targeting” in Geek Speak Ep. 7: The Science of Creative Testing.

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5. Instagram’s Growing Advertising Revenue – A Shift, But Meta Remains King

Projections indicate that by the end of 2025, Instagram will account for more than half of Meta’s U.S. advertising revenue. This growth is largely attributed to the platform’s emphasis on video content, particularly Reels.

Why This Matters:

• Opportunity: Instagram’s growth presents new opportunities, especially for brands leveraging video content, but Meta as a whole remains the ad powerhouse. The most relevant platform still depends on where a brand’s target audience is most engaged.
• Risk: While Instagram’s ad revenue is increasing, Facebook and Instagram remain a joint ecosystem, and shifting too heavily to one without data-led justification could negatively impact performance.
• Alphageek’s Approach: While Instagram is growing, Meta as a whole remains the central ad giant. We assess ad placement strategy based on where a brand’s audience is most active—whether on Facebook or Instagram—ensuring the right allocation for maximum efficiency.

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6. Adjustments to Content Moderation Policies

In January 2025, Meta announced significant changes to its content moderation approach. The company plans to discontinue internal fact-checking in favor of a “Community Notes” system, similar to X (formerly Twitter). Additionally, Meta is relaxing certain moderation practices to focus more on severe and illegal content.

Why This Matters:

• Opportunity: Less aggressive moderation could benefit brands with edgy, controversial, or discussion-driven marketing.
• Risk: Increased misinformation could lead to brand safety concerns for advertisers.
• Alphageek’s Approach: We’re closely monitoring Meta’s policy shifts and adjusting brand safety parameters accordingly.

(Read more)

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Final Thoughts: What Advertisers Should Do Now

These developments underscore Meta’s ongoing efforts to evolve its platforms, improve AI automation, and navigate regulatory landscapes. Staying ahead of these changes is essential to maintaining effective ad performance.

Key Takeaways:

• Test Threads early to gain first-mover advantage before mainstream ad competition arrives.
• Leverage AI automation in ad delivery—but keep creative strategy human-led.
• Ensure compliance with new customer list regulations to prevent ad rejections or account issues.
• Prioritise Instagram as Reels and video ads become Meta’s dominant revenue driver.
• Monitor brand safety policies as moderation changes could impact user experience and ad sentiment.

As Meta continues evolving, keeping up with these changes will be crucial for brands looking to scale and optimise their ad strategies.

Need expert guidance on navigating Meta’s latest updates? Let’s talk.