The digital landscape is evolving fast, and staying ahead isn’t an option—it’s a necessity. That’s why the WePlay team locked in for the Meta Marketing Summit, ready to dissect the latest trends shaping performance in 2025. Armed with game-changing insights and fresh strategies, we’ve cut through the noise to bring you the key takeaways that could give your marketing the edge. Here’s what you need to know.

1. Global online shopping is booming and AI is reshaping our discoverability 

Laurynas Ciuta: Media Director

• Cross-border eCommerce is growing fast and is expected to reach a massive $3.3 trillion by 2028. You’re probably thinking, what is cross-border eCommerce? Meta describes this as any business that is trying to reach international customers online at their most valuable moment at the most valuable time.
• Social is now the leading destination at 47% for discovering new products and brands. Machine learning will then recognise whether the content is relevant for the designated target audience.
• A takeaway – for the system to better find new audiences, they should use diverse creative: brand-led, product-led, emotive content, and variation in language format. Your creative will find your audience, rather than the other way around.

2. Video reigns supreme 

Olivia Cottrell: Account Director

• People spend more than 50% of their time watching Reels on Instagram. They are also described as an audio-visual experience as 90% of reels are now watched with sound on. When lifting this into the social-first world, the motivator for creators is to become the reason the organisation they are producing content for diversifies their offering.
• Instagram is a platform that needs to be spontaneous and experimental.

3. Meta framed creators as modern-day storytellers 

Bryony Bancroft: Senior Account Manager

• Creatively, they drive brand messaging, becoming more embedded in social culture as well as driving high engagement with high impact. When brands team up with creators or influencers through Meta’s Partnership Ads, they see 19% lower costs to reach and convert customers. These partnerships help build trust and boost sales.
• It is becoming more and more important for creators to be part of a brand strategy, not just to grow local markets but also the watch time of video form content.

4. Authentic collaborations are key to driving engagement

Stephanie Centola: Account and Marketing Executive

• F1 Driver, George Russell emphasised this culture in motion, explaining that authenticity within Instagram is key, as fans can’t find this athlete-first perspective content anywhere else. Collaborative cross-sports content is some of his most engaging content – sharing the social media stages with Ed Sheeran as he got in his motorcar to experience its speed and power. There has to be a consideration of the audience and their needs, especially how interests intersect and overlap.

And there you have it—powerful, actionable insights to help you harness the power of your audiences. With these strategies in your arsenal, you’ll be ready to fuel unstoppable growth, seize new opportunities, and maximize performance in 2025.

But insights alone aren’t enough—execution is everything. Our team is here to help you turn these ideas into high-impact campaigns that drive real results. Let’s talk: hello@weplay.co