How Brands Can Use Meta AI to Create Better Campaigns in Less Time
Every marketer will have been there. The deadline is the next day, the ad copy is still blank and the coffee is cold. That’s where Meta AI comes in. It’s a smart assistant built into the Meta apps that helps brands come up with ideas, write the copy and refine their ads in a fraction of the time it would normally take. In this post we’ll look at how brands can use Meta AI to create better campaigns in less time without having to have a degree in computer science.
What Is Meta AI (in Plain Words)?
(Source – OpenAI)
Meta AI is a tool that takes what you type and gives you a useful response. It’s essentially a very fast intern who’s never off the clock. It operates across Facebook, Instagram, WhatsAppand Messenger and is also the engine behind a number of the tools in Meta Ads Manager (the Ads Manager dashboard where you create and manage your ads).
Under the hood it uses something called machine learning. That just means it learns from patterns in huge quantities of data so it gets better at guessing what you might like.
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Start With Better Ideas, Not Blank Pages
The hardest part of any campaign is invariably the beginning. Meta AI can provide you with a list of ideas in the space of seconds. Try asking it things like:
- “Give me 10 Instagram post ideas for a new coffee brand.”
- “What are some fun hooks for a back-to-school sale?”
A hook is simply the first line or image that gets the attention. You won’t love every idea and that’s perfectly alright. In fact, two or three good ones can save you an hour of just staring at the wall.
Write Ad Copy Faster
Writing the ad copy (the text in your ad) takes time, particularly if you’re producing a number of variations. Meta AI can generate a range of options for your headline, caption and call-to-action button (e.g. Shop Now, Learn More).
Here’s a handy tip. Tell the tool who your customer is and what your brand voice is. If your brand is upbeat, then say that. If it’s a more serious brand, then say that. The more detail you give it, the less editing you’ll have to do later on.
Always read the result and add your own touch. The AI will give you a great first draft, but your team will know the brand inside out.
Read More | Meta AI for Business: 7 Ways to Save Time on Marketing.
Create Eye-Catching Visuals With Less Effort
Good ad creative (the images and videos in your ad) can make or break a campaign. Meta’s AI tools can now help with that too. They can resize images for different placements, change backgrounds and even suggest text overlays.
This is a massive help for small teams. Rather than having to hire a designer for every little thing you want to change, you can try out a number of different looks yourself and go with the one that works. Your designer will still be required for the major stuff, but the day-to-day little changes are a lot easier.
Reach the Right People With Smarter Audience Targeting
Even the best advert will fail if it’s seen by the wrong people. Audience targeting is the process of deciding who your advert is going to be seen by, based on things such as age, location and interests.
Meta AI helps with this by identifying patterns in user behaviour. Tools such as Advantage+ (Meta’s automated campaign setup) can test out different combinations and automatically send more of your budget to the variations that are working. It’s akin to a waiter noticing which dish is selling best and just quietly putting out more of it. That’s pretty much what happens.
Test More, Guess Less
Loads of brands are nervous about changing their ads as they don’t know what will work. The solution is A/B testing. That’s just running two versions of the ad at the same time to see which one wins.
With AI, you can generate loads of variants very quickly and then show them to small groups. After a short time, you’ll know who the winner is and can then put more money behind that. That removes the element of guesswork around campaign performance and protects your budget from going to a loser.
Save Time on Customer Chats
Campaigns don’t end when someone clicks an ad. People will have questions and they want answers. Meta AI can power instant replies on WhatsApp, Messenger and Instagram to drive customer engagement. That’s just another way of saying it’s all about how you talk to your audience.
A simple example would be a customer asking, “Do you deliver on the weekends?” An automated response can instantly reply to that in seconds (even at 2 a.m.) so your team can go to sleep and the customer still feels attended to.
A Simple Workflow You Can Try This Week
(Source – OpenAI)
Here is an easy way to put everything together:
- Plan: Ask Meta AI for some campaign ideas and go from there.
- Write: Create a few headline and caption options, then edit them in your brand voice.
- Design: Use the creative tools to resize and adjust your images.
- Launch: Set up your ads in Ads Manager and use automated targeting.
- Test: Run a small A/B test and then check the results after a few days.
- Improve: Keep what works, drop what doesn’t and repeat.
Following those steps, you can turn a week’s work into a couple of days, which is a lovely gift to give your team.
Common Mistakes to Avoid
AI is useful, but it’s not magic. Keep these points in mind:
- Don’t just copy and paste. Always check the text for accuracy and tone.
- Don’t skip the human element. The customer can sense when it’s all robotic.
- Don’t forget your goals. Know what you’re after. Is it sales? Is it sign-ups? Is it just more people knowing your name?
- Don’t ignore privacy. Be careful with customer data and make sure you’re abiding by the rules in your jurisdiction.
Read More | Meta Ads Video Agency: When Meta Ads Stop Working It May Be Your Video Strategy.
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Final Thoughts
Meta AI won’t be replacing the smart marketer; it’ll just make them faster and sharper. If you use it for ideation, copy, visuals, targeting and testing, then you can actually build better campaigns without the team burning out. Start small, test frequently and let the tool do all the boring bits so you can focus on the creative bits.
Frequently Asked Questions
1. Is Meta AI free to use?
Many of the Meta AI features within Facebook, Instagram and WhatsApp are free to use. Ad spend is a separate cost, so you still pay for the ads you run.
2. Do I need any technical skills in order to use Meta AI for my campaigns?
No, you can just type your request in normal sentences (like you’d type a text message). Most of the tools within Ads Manager also have simple menus and guides.
3. Can Meta AI write all my ad copy for me?
It can produce some excellent draft material, but you absolutely have to go back and edit it. Your brand voice and your local knowledge are things that only your team can get right.
4. How does Meta AI help you save money on ads?
It does this by identifying the audiences and ad versions that perform best, thereby reducing the amount of your budget that gets wasted on ads that don’t work.
5. Is it safe to share your business information with Meta AI?
Be careful about what you type. Don’t type in any private customer details and take a good look at Meta’s privacy policy to see how your information is used.
