Meta released its Q1 2025 earnings yesterday
There are 5 focus points for Meta this year
But let’s break down the only two plays that matter for ecommerce right now. Future playbook for e-commerce brands
First, Meta’s 5 focus areas this year:
1️⃣ Improved advertising
2️⃣ More engaging experiences
3️⃣ Business messaging
4️⃣ Meta AI
5️⃣ AI devices
👉 Only two matter right now:
1/ Improved advertising
2/ Business messaging
Improved advertising
Mark said
“Give us the budget and objective and we will do the rest” (including ad creative)
This is the 2nd time, he has said it in an earnings call. The future of ads is volume + speed, not manual targeting or design. Now with their new models, architecture, they can ingest a lot more data than before and map better, so advantage+ enhancements and product catalogues are important
So, what are the next actions?
✅ Rethink your creative workflow for an AI-first world
Don’t be afraid to sacrifice quality for the short term when you try to build creative volume.The way to build quality at scale is to focus on quantity and then make its way into quality
✅Start using Advantage+ enhancements
We were skeptical at first, but it’s improved. Now we run it across all accounts – especially using catalog + sitelinks
✅ Pro Tip:
Ensure each ad is properly linked to its catalogue. This lets Advantage+ pull real products and boost creative relevance. (And yes, Meta’s system performs better when the backend is clean + connected)
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2️⃣ Business Messaging
Meta sees WhatsApp as its next money pillar, especially in India. They’re betting that every brand will soon have an AI agent – as common as having an email or Instagram handle.
This isn’t “just” support chat
It’s the next full commerce layer
✅Action steps
1/ Be on top of new features
2/ Connect your catalogue to WhatsApp and keep it updated. Start testing WhatsApp ads for products with larger consideration periods
3/ Meta is testing small business AI agents for sales + support — soon, these will connect across WhatsApp, Instagram, Messenger
The more you centralise your customer data across Meta surfaces (catalogues, profiles, conversations), the more powerful your AI agent will be once it starts releasing it
👀 Second-order trend to watch:
They are testing a virtual try-on feature by using an AI model wearing clothes to show users how it would look on them. My guess is each user will have their own AI model avatar based on their body and choices, and then ads can utilise that model to show highly personalised ads
2nd
Meta is investing more into Facebook platform, particularly in video section. If you have looked at your placement breakdown, you must have already noticed this that the share of spend from Fb reels has started to increase in last few week and it is because of the internal push from Meta
Also, if you think who uses Facebook today?
It’s our parents, so if you are a brand serving this audience, then tap into Fb reels
Takeaway
Watch Global Signals for long-term changes
Pay attention to how new features (like AI glasses) play out in Western markets; India will likely follow with a time lag.
Meta’s Q1 2025 call signals:
✅ AI will handle your ads → you handle the creative edge
✅ WhatsApp will become a sales machine, not just chat support
✅ Virtual try-ons + AI avatars are coming fast
✅ India will follow global Meta experiments – smart brands prepare early by watching trends in west
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Looking to scale your brand with expert performance marketing?
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