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- ClickZ Meta Insider Newsletter | 🎯 How Gen X Became Meta’s New Target Audience
ClickZ Meta Insider Newsletter | 🎯 How Gen X Became Meta’s New Target Audience
Plus: 🤖 Meta’s AI Ad Creation Plans — Are You Ready for 2026?
Rafe Houston
June 11, 2025 • Estimated Reading Time: 6 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.
Editor’s Pick 🌟
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 🎥
ADVERTISING STRATEGY
Meta is ramping up ad exposure to Gen X, leveraging this group's purchasing power for increased engagement. This focus taps into a lucrative demographic often overlooked in digital marketing, providing marketers an opportunity to tailor strategies for a financially influential audience. Effective targeting of Gen X enhances ad relevance, maximizing ROI in marketing campaigns.
OPTIMIZATIONAL METRICS
Meta's Opportunity Score, now available to all advertisers, offers a 0-100 point metric designed to maximize ad performance by aligning with AI-driven recommendations. This tool aids advertisers by providing actionable feedback and proven methods to refine campaigns, reportedly reducing costs by 12%. Essential for marketers aiming to enhance ad effectiveness within the Meta ecosystem.
Social Media Today
IN CASE YOU MISSED IT - ADS AUTOMATION
Meta is set to automate its ad creation by 2026, leveraging AI to enhance ad targeting, creativity, and measurement. This move could streamline advertising processes, offering marketers more efficient tools despite potential industry disruption. Marketers should prepare for significant shifts and opportunities in media planning and resource allocation.
Media Post
STRATEGIC INVESTMENTS
Meta is considering a multi-billion dollar investment in Scale AI, an AI-focused data startup engaged in data labeling and preparation for AI systems, reflecting large tech companies’ continual interest in AI development. Such an investment would be notable for Meta, usually averse to investing externally, and highlights the strategic importance of data processing and AI for future technological advancements.
SOCIAL MEDIA TOOLS
Instagram's new comment filters help high-follower creators prioritize meaningful engagement by sorting comments through engagement level, recency, and follower count. These tools enhance creators' ability to manage large comment volumes efficiently, improving community engagement and content visibility. Currently exclusive to accounts with over 100,000 followers, this functionality underscores Instagram's effort to support prominent creators' growth strategies.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.
