"On Facebook, our feed and video ranking improvements in Q4 2025 delivered a 7% lift in views of organic feed and video posts, with video time spent growing double-digits year-over-year in the US. Facebook is now surfacing over 25% more same-day Reels compared to Q3 2025, and on Instagram we increased the prevalence of original content in the US by 10 percentage points in Q4, with 75% of recommendations now coming from original posts. Threads is benefiting too, with Q4 optimizations driving a 20% lift in time spent."
"In Q4 2025, the combined revenue run-rate of our video generation tools hit $10 billion, with quarter-over-quarter growth nearly three times faster than overall ads revenue. And our incremental attribution feature is gaining real momentum - our latest Q4 model rollout drove a 24% increase in incremental conversions compared to our standard attribution model, and the product reached a multi-billion-dollar annual run-rate just seven months after launch."
Feed and video ranking improvements in Q4 2025 produced a 7% lift in views of organic feed and video posts, with video time spent growing double-digits year-over-year in the US. Facebook surfaced over 25% more same-day Reels compared to Q3 2025. Instagram increased the prevalence of original content in the US by 10 percentage points in Q4, with 75% of recommendations now coming from original posts. Threads optimizations drove a 20% lift in time spent. The Meta AI app launch of an AI content "Vibes" feed in September boosted video generation. Video generation tools reached a $10 billion combined revenue run-rate in Q4 2025, with quarter-over-quarter growth nearly three times faster than overall ads revenue. The Q4 incremental attribution model rollout drove a 24% increase in incremental conversions and reached a multi-billion-dollar annual run-rate seven months after launch. Click-to-message ads gained traction with brands, and Business AIs are used by over a million people per week in Mexico and the Philippines, with plans to expand and add capabilities.
Read at Social Media Today
Unable to calculate read time
Collection
[
|
...
]