ClickZ Meta Insider Newsletter - 09.19.2024

PLUS: Instagram Boosts Reminder Ads on Reels with New API Features

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ClickZ
September 19, 2024 • Estimated Reading Time: 7 minutes

Specialty Bites 🍪

Illustration by Nick Barclay / The Verge

Meta has used public Facebook and Instagram posts since 2007 to train its AI models. Despite initial denials, Meta confirmed this practice during an inquiry. Users can prevent future data scraping by setting posts to private, but past data remains collected. European users can opt out due to local regulations.

Image: Meta

Meta is making changes once again, this time adjusting how AI-edited content is labeled across Instagram, Facebook, and Threads. Rather than displaying an AI Info tag directly under the creator’s name, the label will now be accessible via a menu in the top-right corner of images and videos. So, if you're curious whether a picture has been AI-enhanced, you’ll need to take an extra step to find out.

Previously, Meta’s AI Info tag was applied broadly, covering everything from minor Photoshop edits to fully AI-generated content. However, after receiving feedback from creators and photographers who felt their genuine work was being mislabeled, Meta decided to refine the process. Now, the label will only appear for content that is truly AI-generated or where creators have disclosed the use of AI tools.

Meta isn’t alone in this effort; they are aligning with industry standards such as Adobe’s Content Credentials and Google’s SynthID watermarks. However, the decision to remove tags from real but edited images could potentially make it easier for users to mislead, especially as AI tools become more sophisticated and harder to detect.

These changes will take effect next week, so stay alert. AI is here to stay, and its influence on content creation will only continue to grow.

Meta is hiring an Amazon ad specialist, signalling intensified competition among social media platforms to attract Amazon's substantial marketing budget. This move highlights the growing rivalry in social commerce as platforms enhance services to capture more ad dollars from the e-commerce giant.

Meta has upgraded Instagram's marketing API to include reminder ads on Reels and customizable timings, enhancing parity with Meta Ads Manager. This update, driven by developer feedback, allows brands to target audiences more effectively across Instagram, boosting engagement and event participation through timely, well-placed reminders.

Google faces mounting pressure with its ongoing ad stack trial against the DOJ, while Meta improves compliance with the EU's Digital Markets Act. Google's troubles extend to the EU and UK, facing fines and accusations of market abuse. Meanwhile, Meta enhances messaging operability to meet regulatory standards.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

  • How the major platforms' KPIs have trended in 2024, and where you should be investing. 

  • How to access Paid Social's huge scaling potential. 

  • The most effective Google channel of 2024.

  • Full-funnel strategies for Meta, TikTok and Snapchat

👉 Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential.

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

Ad spend in 2024 is set to rise, driven by retail media, value-based messaging, political ads, and CTV monetization. The IAB projects an 11.8% increase, with retail media leading due to high CPG and beauty spend. AI in search could further boost Q4 advertising.

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