ClickZ Meta Insider Newsletter - 01.09.2025

Meta's AI Powers Next-Gen Social Profiles

Author

Zihan Lyu
January 09, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Meta Insider, your essential newsletter for insights into the latest trends and innovations shaping Meta’s advertising and social media strategies. It’s 2025, and we’re kicking things off with fresh ideas to supercharge your campaigns and keep your customers hooked!

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

ClickZ is Live at CES—Let’s Spotlight Your Vision🌟

CES 2025 is here, and ClickZ is in action!

As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.

This is your chance to share your vision and connect with a worldwide audience! 👇

Sector Spotlight 🎥

In a podcast episode on 2025 Meta Ads strategies, Kelsey O'Rourke emphasizes the importance of creative strategies in evolving Meta platforms. Key insights include prioritizing evergreen and user-generated content, leveraging AI for efficiency, and focusing on engagement metrics over ROAS to optimize campaigns while integrating Meta Ads in omnichannel strategies for prospecting.

Meta's AI-generated profiles, appearing on Facebook and Instagram, symbolize a strategic shift towards AI-driven content creation but face low engagement. Marketers should note Meta's intent to integrate AI as a content tool. This trend offers potential growth opportunities but requires strategic adaptation to user interactions.

Meta has discontinued the Quest Pro MR headset, initially launched at Connect 2022, due to its underperformance in the enterprise market and the introduction of the lower-cost Quest 3S model. This move underscores Meta's commitment to evolving its product portfolio with MR technology, reflecting strategic shifts for future market adaptations.

Meta appoints Joel Kaplan, a Republican with strong party ties, as its top policy executive, signaling alignment with Trump's Washington. This strategic shift follows Nick Clegg's departure and reflects Meta's focus on navigating political landscapes amid ongoing federal antitrust battles and European regulatory challenges.

Influencer Corner 📣

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Performance Pulse 📈

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experiences

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