ClickZ Meta Insider | Instagram Reposts Rewrite The Feed

ClickZ Meta Insider

This week, here’s what’s happening in the world of Meta marketing: - Meta doubles down on responsible data-driven personalization - Instagram finally adds reposts and a friend-centric map - AI ranking tweaks push Facebook and IG video minutes higher - Full-funnel ad creation may be automated by 2026 - Meta’s Q2 blowout signals fresh budget leverage

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

PLATFORM FEATURES
Instagram Official Launches Re-Posts, Friend Map And More
Reposts, a Friends-only Reels tab, and a live Friend Map are now live for all users, shifting feeds toward shared content and giving creators organic reach into non-followers—marketers must prep for faster content virality and crowded feeds.

AD ALGORITHM
Meta Outlines Performance Improvements Based On Its Evolving AI Systems
AI-powered ranking now drives a 5% lift in time spent on Facebook and 6% on Instagram, with video minutes up 20% YoY; Meta signals more adaptive models ahead, meaning creative relevance and video format will dominate 2H media plans.

DATA & PERSONALIZATION
Meta Shares Insights Into The Value Of Personalization, And Responsible Data Usage
Meta and Deloitte’s new study argues privacy-safe personalization drives 16-point conversion lifts and €213B in EU economic activity, pressing regulators and brands to see data-driven ads as a consumer benefit rather than a liability.

⚡QUICK READS

Meta Aims To Automate Ads With AI By 2026: Internal roadmap targets fully AI-built creative and targeting within 18 months, hinting at fewer manual levers and greater platform lock-in. (More)

Meta's Q2 Results: Explosive Growth In Users, Ad Revenue, And Profits: DAUs hit 3.48B while ad revenue jumped 21%, giving marketers confidence that Meta’s audience—and CPM pressure—will keep climbing. (More)

Why Did Meta Invest In Scale AI? A strategic equity play underscores that proprietary, human-labeled data is Meta’s next competitive moat for both consumer and ad products.(More)

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