Meta’s latest wave of updates is all about speed, automation, and personalization. Over the past two months, advertisers have seen the arrival of AI-powered video editing tools that let anyone restyle clips in seconds, along with new branding features that automatically pull in logos, colors, and fonts to keep creatives on-brand.
Campaign management is also shifting, with Advantage+ being upgraded to generate text variations on the spot and optimize sales campaigns more intelligently, while the new Opportunity Score offers a 0–100 check-up on ad performance.
Measurement is evolving too. Meta is pushing incrementality as the new gold standard, moving beyond last-click attribution to reveal what truly drives results. On the creative side, the Creator Marketplace is now open, so brands can have a direct line to influencers without third-party hurdles.
Business AI assistants are expanding across Messenger, WhatsApp, and Instagram to handle customer conversations inside ads.
And beyond ads, Threads has taken a step toward wider reach by enabling diverse search and content discovery, while developers get faster approvals thanks to streamlined app reviews.
Keep reading to learn more details about each update!
Key takeaways:
- AI is now at the core of Meta’s creative and optimization updates, powering tools that enhance video editing and copy generation.
- Campaign automation is expanding with improved Advantage+ performance and easier API access.
Measurement is evolving, with features like incrementality and the Opportunity Score replacing last-click as the standard.
AI-driven creativity: from video editing to personalization
Generative AI for video editing
Ever wish you could fix a dark, boring video or give your clips a new look and feel with just one click? Well, now you can. And the best part is that you don’t need any editing skills.
Meta has just launched a generative AI video editing tool across the Meta AI app, Meta.AI website, and Edits app, designed to help anyone transform short videos in just a few taps.
You can choose from over 50 preset prompts to change outfits, adjust lighting, switch locations, or completely restyle your video. You can even turn a regular clip into a comic book scene.
Each effect works on a 10-second segment, and the tool is currently free to use, but for a limited time only. When you’re done, you can share your edited video directly to Facebook, Instagram, or Meta’s Discover feed.
Cannes Lions announcements: personalization at scale
At this year’s Cannes Lions International Festival of Creativity, Meta revealed a new era of generative AI tools that will help advertisers and agencies scale creative output and personalize campaigns more efficiently.
Here are some of the key features announced:
New branding and personalization tools
Thanks to the newest branding and personalization features, it’s easier than ever to apply brand logos, color, fonts, tones, and styles directly to AI-generated creatives.
These tools pull from existing brand assets, such as websites, past ads, and platforms like Shopify, to deliver content that feels fully on-brand.
“Meta’s generative AI branding tools have significantly elevated our creative output, ensuring brand consistency at scale,” said Warren Jolly, CEO at adQuadrant.
Agencies are already seeing results. Dentsu, for example, reported a 5% drop in cost per lead and a 3.7x ROI using Advantage+ AI-generated copy for client campaigns.
Similar AI-powered features, like Meta’s mobile AI tools, are also helping advertisers scale creative quickly across platforms.
Video Generation 2.0
Meta is testing a feature that uses AI to stitch together multiple images into dynamic videos with text overlays and music. Also in the works is Video Highlights, a feature that will allow users to skip to the most important scenes in an ad, which are identified by AI.
Business Als
Meta is expanding Business AI assistants across Messenger, WhatsApp, Facebook Reels, and Instagram Stories. These bots can now chat with users directly from ads, answering FAQs, recommending products, and even handling returns.
A new testing feature lets users talk to the AI using voice right from the ad, simulating the feel of in-store service.
Creative sticker CTAs
Meta is testing custom stickers for CTAs like “Shop” or “Learn More.” These visual buttons are more engaging than standard CTAs and are currently being piloted in Facebook Stories and Reels, with Instagram coming next.
Creator Marketplace Launch
If influencer marketing is part of your strategy, Creator Marketplace can save you time and let you access better creative. It’s a super simple tool where you can find creators for branded video content (like reels and stories), without having to jump through third-party hoops.
Here’s what you can do with it:
- Find creators that match your audience, niche, or campaign style.
- Manage everything in one place, from the first message to the final file.
- Turn briefs into assets faster, all inside Meta’s ad platform.
Text generation in Advantage+
Meta’s text generation tool inside Advantage+ helps you create multiple ad copy variations instantly. The tool can free up time for you to test more and move faster, especially across reels, stories, and feed placements.
AI rewrites and reframes messaging—a great option for testing different angles, tones, or formats without having to start from scratch each time.
As an advertiser, you can now use Meta’s text generation to:
- Produce several headline and body copy variations instantly.
- Quickly test different tones of voice, calls to action, or formats, letting you see which options fit your goals.
- Simplify workflows without sacrificing creative testing.
Ads Manager gets smarter
Opportunity Score (now global)
Meta’s Opportunity Score is now live for everyone, and we think it’s as useful as it sounds. This 0–100 scoring tool gives you a real-time snapshot of how well your ad setup is performing and what changes could improve it.
According to Meta’s early testing, advertisers who applied the mentioned recommendations saw a 12% median decrease in cost per result.
Early testing has revealed that advertisers who implemented these recommendations saw a median decrease of 12% in CPR.
What Is Meta’s Opportunity Score? (And Why It Matters)
Advantage+ sales campaigns updates
Meta’s Advantage+ sales campaigns just got smarter.
Instead of manually adjusting settings across multiple ad sets, you can let the system decide where to push spend and who to show ads to based on what’s performing.
The feature is built to save time, cut costs, and help your best ads scale faster, especially useful for busy ecommerce teams and lean marketing setups. Optimizing campaigns this way aligns with many of the Meta ads strategies and tools that focus on automation and audience targeting.
Advanced measurement & attribution
Incrementality as the gold standard
Meta is doubling down on incrementality as the go-to approach for ad measurement. It has released a new whitepaper and explainer content to show advertisers how to apply it.
In short, instead of just looking at attribution windows or last-click, incrementality helps you figure out what really moved the needle.
It’s especially useful for mixed-channel campaigns where standard attribution isn’t enough. For example, if you’re scaling spend and want smarter insights, this is worth digging into.
Advanced Mobile Measurement returns
Advanced Mobile Measurement (AMM) is back for advertisers working with Mobile Measurement Partners (MMPs).
You can now access more granular last-touch attribution data, as long as your MMP signs Meta’s updated terms.
More data = better insights = cleaner optimization.
Performance Marketing Summit highlights
Meta’s 2025 Performance Marketing Summit spotlighted some of the most impactful updates shaping the future of paid social. Here’s a quick overview of the key themes:
Creators & Partnership Ads
Creator-led ads are now outperforming traditional campaigns. With tools like Partnership Ads and Creator Marketplace, brands are seeing lower acquisition costs and higher engagement, especially with long-term creator relationships.
Conversions API
Clean, consistent data has become non-negotiable. Meta emphasized strong parity between CAPI and Pixel as a critical step to improve match rates and campaign effectiveness.
Incremental attribution
Measurement is shifting beyond last-click. Meta is rolling out automated lift studies and a new incremental attribution beta, helping brands better understand what’s actually driving results.
Omnichannel strategy
New formats like interactive ads and AI-powered shopping experiences are being tested, allowing users to engage, ask questions, and even make purchases directly inside the ad.
Platform experience & product improvements
Facebook video creation simplified
Finally, there’s no need to choose between “video” and “reel.” Everything you upload will be shared as a reel, regardless of length or format.
This means better reach, more flexibility, and no need to stress about choosing the right format; you can simply post and go.
App review streamlining for developers
Developers can now meet compliance requirements instantly during the App Review process. No need to wait weeks (or months) to be approved for permissions or data access.
Understanding app use cases
Instead of starting from scratch, developers can choose a ready-made setup called a “use case”—like a template—for goals such as generating leads, showcasing products, or building communities.
Each use case comes with the exact tools, features, and permissions needed for that type of app.
Messaging & WhatsApp updates
WhatsApp ads in status, promoted channels, and channel subscriptions
Meta is opening up more ad placements inside WhatsApp’s Updates tab, including:
- Ads in status
- Promoted channels
- Channel subscriptions
This update is a game-changer for businesses, as they can now show up where users are already spending time, without interrupting chats.
#Conversations2025 updates
Meta announced three big updates designed to boost visibility and efficiency for small businesses:
- Meta Verified for businesses
- Business search on Google
- AI agents that handle product questions, support, and recommendations
Every business has its own AI that can chat with customers, guide purchases, and reduce support load, starting with Messenger, WhatsApp, Instagram, and feed ads.
Still wondering if Facebook Ads are worth it? Find out what’s working in 2025 and get eight tips for real results on a small business budget.
Content discovery & community
Threads adds fediverse search and feed
Threads now supports search and content discovery from other decentralized platforms (aka the fediverse). This gives users access to a wider range of content beyond Threads, boosting reach for creators and enabling communities to join and share in conversations happening across different platforms.
Account cleanup and security
Inactive account cleanup
On July 17, Meta started removing inactive users and ad accounts from business portfolios after a 30-day notice period.
If you’re managing client access or legacy accounts, now’s a good time to do some housekeeping.
To sum things up
Meta’s latest news and updates are a signal that creative workflows are speeding up. Measurement is getting smarter, and automation is no longer optional.
Now’s the time to rethink how you build successful campaigns, track performance, and scale creative. The brands getting ahead are the ones embracing AI, optimizing data pipelines, and adapting fast.
Want help staying ahead of these changes?
At Bïrch, we’re not just following the updates; we’re helping performance marketers make the most of them. As a Meta partner, we’ll keep breaking down changes like these in future articles, so you never miss what matters most.
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FAQs
What is this Meta update overview, and who is it for?
In this article, we’ve broken down the most important Meta product and advertising updates from June and July 2025. It’s for advertisers, agencies, founders, and media buyers who want to stay on top of changes that actually impact performance.
Why should advertisers care about these updates?
Many of Meta’s recent changes, like AI video editing, the Opportunity Score, and Advantage+ automation, are designed to directly improve your campaign results and save time. The faster you test them, the faster you learn what works.
Where can I try these new features?
Most tools are already available inside Meta Ads Manager, the Meta AI app, or through approved API partners. We’ve added links to the official Meta guides throughout this article.
What makes Bïrch different?
We’re not just observers; we’re builders. Bïrch is a Meta partner platform built for performance marketers. Our tools help you manage, automate, and optimize campaigns faster, using the very features covered in this update.
What happened to Revealbot?
Revealbot has a new look and a new name—we’re now Bïrch! The change highlights our focus on bringing together the best of automation and creative teamwork.
