Meta’s Latest Ad & Reels Updates Are Changing the Game for Brands
If you’re in marketing and you’re not paying attention to Meta’s latest updates, you’re already behind. With Reels now dominating Instagram and AI transforming the way ads are created and delivered, Meta is rewriting the playbook for brands looking to capture attention and conversions in 2025.
Reels: The Heartbeat of Instagram
Reels aren’t just a feature—they’re the main event. According to Meta, Reels now account for 50% of time spent on Instagram, with 3.5 billion Reels shared every single day across Instagram and Facebook. That’s not just impressive, it’s a signal. Short-form video is where the audience is, and Meta is giving it prime real estate.
Gen Z Is Watching (and Buying)
If your brand targets younger consumers, especially Gen Z, Reels should be your go-to. The stats speak for themselves:
87% of Gen Z users have followed a business after seeing a Reel.
80% have made a purchase based on one.
This is word-of-mouth marketing for the digital age—quick, immersive, and action-driven.
Creative That Converts
Meta has shared what works for ads placed in Reels:
Design for vertical viewing (9:16 format)
Include sound—don’t skip the audio!
Stay within the “safe zone” so captions and buttons don’t block key visuals
Campaigns that follow these creative essentials see 2x the delivery in Reels placements compared to those that don’t. It’s not just best practice, it’s performance-driven strategy.
The Rise of AI-Powered Ads
Meta’s Advantage+ platform is changing how brands scale. It uses artificial intelligence to automate ad creation, placement, and targeting, taking the guesswork out of your campaigns. Some new features include:
Generative AI tools that animate static images
Auto-adjustments for aspect ratios
Video catalog ads enhanced with AI-generated content
These tools make it easier (and faster) for brands to produce content that’s optimized for performance without constantly needing a full creative team.
Reels Monetization Is Ahead of Schedule
Meta’s investment in Reels is paying off—literally. Reels are monetizing faster than expected, and they’re already contributing meaningfully to Meta’s ad revenue. If you're running performance marketing and ignoring Reels, you're leaving money on the table.
Global Momentum, Especially in Asia-Pacific
Meta’s ad revenue in the Asia-Pacific region jumped 41% year-over-year, driven by booming interest in online commerce and gaming. If you’re a global brand or looking to expand into new markets, this is a huge green flag.
Video Is King
Finally, it’s worth noting that video now accounts for over 60% of the time spent on both Facebook and Instagram. Whether it’s Stories, Reels, or longer-form content, users are consuming more video than ever. So your strategy should reflect that reality.
Conclusion:
Meta is doubling down on short-form video and AI—and it’s working. Reels are dominating user attention, Gen Z is engaging and buying, and AI is helping advertisers create smarter, faster, and better-performing campaigns.
If you’re not adapting to this new Meta ecosystem, your competitors will be happy to take your place in the feed.