Meta Advertising Changes for 2024
December 12, 2023
Meta Advertising Changes for 2024
In 2024, Meta is planning to introduce several new features and enhancements across its platforms, with AI playing a key role in the changes. The new year is also set to mark a number of changes on how users will be able to advertise.
Political Ads: Starting in 2024, Meta will require advertisers to disclose when AI or digital methods are used to create or alter political, social, or election-related ads on Facebook and Instagram. This policy mandates transparency if ads portray unreal events, manipulate real footage, or fabricate realistic individuals. This change is part of Meta’s broader initiative to regulate AI’s use in advertising, particularly in politically sensitive contexts.
Updates to Meta Ads Manager: From January 1st 2024, Meta Ads Manager will consolidate 11 ad objectives into 6 – a move which will significantly impact advertisers on the platform. The new objectives—sales, leads, engagement, app promotion, traffic, and awareness—aim to align more closely with business goals.
Some former objectives are now settings or tactics under these new categories. For example, ‘video views’ is an optimization tactic under ‘awareness’ and ‘engagement’. Advertisers can’t duplicate or import campaigns using old objectives from January 2024 and must transition to new objectives. This change affects campaign creation, ad set options, and how results are displayed, requiring advertisers to adapt their strategies for these streamlined objectives.
AI-Driven Content Recommendations: Meta is focusing on using AI to recommend various types of content, including Reels, photos, text, groups, and videos on Facebook. This involves a significant technological effort to deliver AI-powered recommendations that are refined in response to user feedback. Meta is also ensuring that these recommendations adhere to community standards and are not harmful.
Enhancements for Creators and Monetization: There is a significant investment in tools for creators on Facebook, including the expansion of Professional Mode for profiles, which provides access to monetization opportunities and professional tools. Meta is also adapting and enhancing tools for short-form video content, including expanding ad tests on Facebook Reels and growing virtual gifting via Stars on Reels.
Improved Video Capabilities on Facebook: Meta has enhanced the video capabilities on Facebook, integrating aspects of Instagram Reels into the Facebook Feed. This includes new video editing tools that allow users to combine audio, music, and text, as well as manipulate video clips and improve audio quality. There’s also a new dedicated Video tab that centralizes all Facebook video content, including Reels, longer videos, and live streams, making it easier for users to discover and engage with video content.
Messaging Enhancements: Meta is working on integrating messaging features more seamlessly into Facebook. This includes testing the ability to access the Messenger inbox within the Facebook app and introducing community chats in some Facebook Groups to allow real-time interaction around shared interests.
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