AGENCY BIO

Founded: 2004
Parent company: Meta Platforms, Inc.
Regional head: Fares Akkad, Regional Director of Middle East and North Africa region, Meta
Global HQ: Menlo Park, California, USA
Regional HQ: Dubai, U.A.E.
Number of users worldwide: 3.75 billion people using Meta platforms every month (Facebook, WhatsApp, Instagram, or Messenger)

DESCRIPTION: We build technologies to give people the power to connect with friends and family, find communities and grow businesses.

WHAT ARE THE KPIS BRANDS LOOK FOR ON YOUR PLATFORM?
We have tools that enable brands to measure all KPIs depending on the objective of the campaign. If it’s a branding campaign, brands would look at engagement metrics available in our reports and brand metric lifts that can be measured with brand lift surveys. If it is a performance campaign, they would report on business KPIs such as incremental sales.

WHAT IS ONE THING ABOUT YOUR PLATFORM THAT YOU WISH MORE MARKETERS KNEW?
How to better leverage our branded content tools that enable marketers to drive more effectiveness for their collaborations with creators.

WHAT NEW FEATURES OR CHANGES HAVE YOU MADE RECENTLY?
We’re heavily invested in building tools for creators. We’ve been working to greatly simplify the Facebook experience for creators, rolling out more formats for creative expression, providing tools to help grow and manage fan communities, and expanding ways to earn income as a creator on Facebook.

We’re also seeing more people turning to messaging as a way to build community. We started introducing community chats to some Facebook Groups last year as a way for people to connect more deeply with their online communities in real time around the topics they care about.

Using AI to make it easier for people to share what they discover on Facebook via messaging, when, where and how it suits their needs, without needing to switch to another app. Private conversations are a big way that people share and connect on our apps.

Using AI to recommend all types of content beyond Reels: photos, text, groups, short- and long-form videos and more. This is a massive technological undertaking and AI-powered recommendations are delivered and refined in response to people’s direct feedback through tools like our Show More or Show Less feature.

WHAT NEW FEATURES CAN WE LOOK FORWARD TO IN THE COMING YEAR?
At Meta, we pride ourselves in putting people at the center of new technology trends. Our investments in AI are unlocking new ways for people to discover great new content on Facebook and share it with the people they care about.

Over the coming year, we’ll continue expanding our ads on Facebook Reels tests to help more creators earn ad revenue for their Reels and grow virtual gifting via Stars on Reels. We’ll build more ways to integrate messaging features in Facebook. Ultimately, we want it to be easy and convenient for people to connect and share, whether in the Messenger app or directly within Facebook.

As our world class Meta AI research teams continue to make advancements in AI, particularly generative AI, Facebook — and Meta more broadly — will look to bring this transformative technology to billions of people and allow them to create and share in new ways. Stay tuned.