Anna VoroninaMeta: less manual customization, more AI
Meta is doing what it always does: making life easier for those who believe in auto-campaigns, and harder for those who like to run ads by hand.
AI push for advancement:
At Cannes Lions Meta announced 11 features at once that should cut production costs, among them:
- Text and images are generated to match your brand (colors, logos, style).
- From the product card, you can put together an auto-video with music and text.
- AI is able to identify key moments in commercials and make interactive highlites out of them.
- Call to action stickers - like "Order Now" or "Learn More" - have appeared. These are visual elements that look like part of the creative and are embedded right into the video.
- Launched extended testing of Business AI for Instagram and Facebook ads. This means that it is now possible to embed an AI assistant directly into ads.
- Now the product can be tried on right in the commercial.
Targeting: getting closer and closer to the "Let Meta do it" button
- Interests are collapsing. As of June 23, Meta continues to consolidate interest categories. For example, several narrow interests related to sports will now merge into one general interest. This will hit narrow targeting opportunities. Ads using the old settings will run until January 15, 2026. After that, advertisers will have to move to broader targeting, relying on Meta's AI and features like Advantage+.
- Advantage+ is now enabled by default. As of May 29, when creating new ad groups via the Marketing API, the advantage_audience parameter will be enabled by default. This means that new campaigns can now automatically use Advantage+ broad targeting. Existing ad groups will not be affected. Advertisers and partners are encouraged to test and adapt to this update to avoid bugs and capitalize on potential performance gains.
- AdHand API is a handy tool for automated management of a large number of Meta advertising accounts. Perfect for agencies and large brands. Connection is available on request.
- Optimization by campaign profit. A new setting is being tested where you can send profit data through Conversions API, not just purchase data. The campaign will be optimized for real margins - if, of course, you're willing to share the numbers with Meta.
WhatsApp launches ads
- Ads will appear in Channels and Statuses.
- You can subscribe to your favorite channels for a fee. This will give content-makers additional motivation to create high-quality content.
Ad targeting will use a minimum of data (geo-position, language, channel subscriptions, interaction with ads), phone numbers will not be passed to advertisers.
You can run ads in Threads, too
Threads is a Meta app where people share thoughts, discuss, see photos, videos and links. Now there are ads here as well.
It can be launched via Ads Manager - placement in Threads is automatically added when using Advantage+ placements. Goals supported: recognition, traffic and sales. The format is a single image or video that appears between tracks in the feed. Convenient for those who want to expand their reach without spending more on creative.
The platform is actively growing (already over 320 million users), and this is a chance to be among the first.
Want to test advertising in Threads? Write to us - we'll connect everything and tell you how to maximize your experience.
TikTok: AI, Middle funnel and analytics
TikTok has gone towards intelligent prompting and mid-funnel optimization.
Ad Assistant - AI right in the advertising office
Meet the replacement for support from operators - AI assistant and the future of advertising 😄
This tool is already working well - especially for those who are new to advertising and need a clear reference point. For example, if you ask the question, "Why isn't my campaign spending its budget?" - and Ad Assistant doesn't just list possible reasons. It offers specific steps to help you fix the problem quickly.
With the help of an assistant you can:
- diagnose the effectiveness of the campaign,
- to bring out the best creatives,
- get optimization recommendations (and they are really sound),
- make quick edits - and more.
And in the nearest releases there will be "action"-buttons: you can give a command to duplicate a campaign, group or ad - and the AI will do it automatically after your confirmation.
The tool is developing, but it is already capable of saving you time and nerves. After the test we can say for sure: the solution is convenient and well thought-out.
Mid-funnel analytics platform: Market Scope + Brand Conversion
TikTok has launched Market Scope, an analytics platform that gives an in-depth look at the audience journey and sales funnel. It includes modules to track audience movement (from recognition to conversion) and brand perception (reputation, share of voice).
At the same time, "Brand Conversion" ads - a new advertising target focused on the "middle of the funnel" - emerged. These ads, powered by Market Scope data, target users who have already shown interest to turn it into purchase intent.
TikTok thus gives advertisers powerful tools to scale and turn recognition into real sales.
Catalog, CRM and TikTok Shop
In June, TikTok started beta testing a new feature for lead ads - CRM-based Deep Funnel Optimization. Now you can upload offline data from CRM (for example, which leads eventually became customers) so that the algorithm optimizes ads for those who actually bring in money. This helps to reduce the cost of engagement and increase the value of each lead.
TikTok is also actively investing in e-commerce. In spring, the platform launched Smart+ Catalog Ads - an AI-format for promoting products from the catalog. And from July 2025, the GMV Max rate strategy for TikTok Shop will be used by default - it is aimed at maximizing revenue (Gross Merchandise Value).
All these updates show: TikTok is banking on automation and the growing needs of advertisers in social commerce - both online and offline.
New advertising locations
Brands can now get into the spotlight with Pulse Premiere and Pulse Core, placing ads next to the most popular content and meaningful "cultural moments" in real time.
Fresh creative tools have also appeared: Sponsored Hashtag Challenges+ with a direct purchase feature and updated Branded Effect for deeper user engagement.
TikTok will show CO₂ emissions.
TikTok has connected to Scope3 - now you can count how much CO₂ your ad campaign has thrown away. For brands that report on ESG, this is an important step.
Telegram: turning into a platform for content and sales
By 2025, Telegram has transformed from a simple messenger to a full-fledged content platform, offering authors and businesses powerful monetization tools.
From gifts to income with Telegram Stars
The internal Telegram Stars currency, launched in 2024, became widely available by the spring of 2025. Users can now purchase Stars and send them as digital gifts, such as stickers, or emoji. The key feature is that Telegram shares the proceeds from these transactions with channel and message owners. This forms a full-fledged internal tip economy, allowing authors to receive direct financial support from the audience.
Paid channels and chats
Telegram also introduced the functionality of paid channels and chats. Authors can now set up paid subscriptions to access their content, available to Telegram Premium users. All payments are processed within the app, and a portion of the revenue is transferred to administrators. This allows, for example, journalists or teachers to run closed channels with monthly payments, bypassing the need to use external payment systems.
By the summer of 2025, Telegram has built a full-fledged monetization ecosystem within the platform, comparable in functionality to Patreon or YouTube Memberships, but without the need to leave the messenger. This opens up new opportunities for brands and small businesses: to monetize content and launch native partnerships in Telegram using an already established loyal audience.
Subscribers can now write to channels
Subscribers can write directly to channel admins (if they allow it). For brands, this is the first step towards a full-fledged CRM based on Telegram.
You can change UTM tags in ads without recreating the ad
In the Telegram advertising cabinet, it is now possible to add or change only UTM tags for external links. Previously, any edit to the "URL you want to promote" field required the creation of a new ad - now it's enough to make changes to the UTM, and everything else will remain as it is. Convenient if you need to adjust tracking without losing statistics.
Stories in Telegram now with clickable buttons
Telegram Premium now has Stories with link buttons. This is a great format for promoting a website, promotion or product right in Stories.
Kazakhstan in focus: Telegram enters the region
Telegram has officially received the status of Astana Hub participant. This may mean: official advertising solutions for the region are coming soon.
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