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Business Insider
01-05-2025
- Business
- Business Insider
Meta's advertisers didn't flinch after it shook up content moderation
Meta's content-moderation mishaps used to be the talk of Madison Avenue, when advertisers would lambast the tech giant over its so-called brand safety concerns. But it's a new era, and advertisers are spending through it. The company's first-quarter revenue, which is almost entirely derived from advertising, reached $42 billion in the quarter, ahead of analysts' expectations and up 16% year over year. In January, Meta said it was replacing third-party fact-checkers with an X-inspired community notes system on Facebook, Instagram, and Threads. The company said it also planned to bring back more political content to users' timelines and was easing content moderation rules around topics like gender identity and immigration. Advertisers and industry analysts told BI in January that while the changes made them feel uneasy, they'd likely continue to spend with Meta as long as it delivered the large audiences and ad performance they've come to expect from the platform. On the earnings call, Meta's execs credited the momentum of its AI-powered suite of ad tools, Advantage Plus. These tools automate many aspects of creating an ad campaign, from identifying the types of users to target to creating the images in the ads themselves. Susan Lee, Meta's chief financial officer, said there had been some spending reductions from Asia-based e-commerce advertisers targeting US users, likely in anticipation of President Donald Trump ending the de minimis tax loophole on May 2. The exemption had allowed the likes of Temu and Shein — huge Meta advertisers — to ship orders under $800 from China without paying duty fees. Meta said its ad business would remain strong, pushing aside fears of a tariff-induced advertising slowdown. It's expecting to post revenue of between $42.5 billion and $45.5 billion next quarter, ahead of the $44 billion analysts had anticipated. Nick Manning, a former ad agency exec and founder of the marketing consultancy Encyclomedia International, told BI that major advertisers still have deep concerns about user safety and the type of content that gets published on major tech platforms. Part of Meta's resilience, he said, is that it's less reliant on blue-chip companies and more on the millions of small and medium-sized businesses that advertise across its sites and apps. Indeed, the company said Wednesday that online commerce companies were the largest contributors to its ad sales growth in the quarter. "Meta, for certain kinds of advertisers, still delivers the goods — and those advertisers aren't really bothered about user safety and brand safety," Manning said. Meta said in January that it continued to be focused on ensuring brand safety and suitability by offering a range of tools for advertisers. While it faces the same macroeconomic uncertainty as many other businesses, Meta is doing so from a position of strength. "Advertisers will allocate more ad dollars to proven, sophisticated networks like Facebook and Instagram — all while pulling back spend on smaller social platforms — while they navigate uncertainty," said Minda Smiley, a senior analyst at the research firm EMARKETER, a BI sister company. Just take a look at the contrasting fortunes of Snap. Its shares plummeted Tuesday after it reported first-quarter revenue and earnings that were in line with expectations but said it wouldn't share guidance for the second quarter, blaming the macroeconomic uncertainty.
Mid East Info
10-02-2025
- Business
- Mid East Info
How AI is Reshaping Digital Marketing in Pharma, Health, and Wellness – Exclusive Interview with Ahmed Samy
Ahmed, as a digital marketing leader specializing in health and wellness, how do you see AI reshaping social media marketing for pharmaceutical, health, and wellness brands? AI is revolutionizing how brands connect with healthcare professionals, patients, caregivers, and the public. It enables hyper-personalization, optimizes ad performance, and enhances engagement while ensuring strict compliance with pharma regulations. At Eureka Digital, we have seen AI-driven strategies drastically improve campaign effectiveness and audience interaction. You mentioned AI's role in optimizing campaigns. How exactly does it improve pharma advertising while maintaining compliance? AI-driven platforms like Meta's Advantage Plus and Google Performance Max analyze massive data sets to refine targeting and optimize ad performance. For example, if AI detects that certain demographics engage more with video content about migraine treatments, it will automatically allocate more budget to video ads rather than static images. AI also helps prevent ad fatigue by suggesting creative changes when engagement starts to drop. This is something we actively monitor at Eureka Digital to keep campaigns performing at their best. Speaking of engagement, you mentioned AI enhancing audience interaction. How do AI-powered agents improve communication with healthcare professionals, patients, caregivers, and the public? AI-powered chatbots and virtual assistants have changed the game. They provide instant responses, schedule appointments, and personalize interactions. For example, a chatbot for a dermatology brand can answer FAQs about ingredients and usage. A pharma company can use AI to guide patients through treatment eligibility criteria. AI can also engage healthcare professionals by curating relevant medical content. If an oncologist frequently interacts with cancer research, AI can recommend studies or webinars. The same applies to caregivers, who often research treatments for their loved ones, and the public seeking reliable health information. You've talked about AI personalizing engagement, but how does it balance personalization with regulatory compliance in content creation? This is one of the biggest challenges in pharma marketing, and AI helps solve it. At Eureka Digital, we leverage AI tools trained on regulatory guidelines to create compliant social media posts, reducing legal risks. But compliance isn't enough. Content must also be engaging. AI helps tailor content for different audience segments. A fitness enthusiast might see content about post-workout recovery supplements. A caregiver might receive information on managing a loved one's medications. The public might get general wellness tips. AI also enables large-scale A/B testing, helping us determine what resonates best with different audiences. Earlier, you mentioned AI's role in tracking engagement. Can it also help brands manage crises and protect their reputation? Absolutely. AI-powered social listening tools can detect early signs of negative sentiment, such as concerns about a new medication's side effects, before they escalate. This allows brands to respond proactively rather than reactively. AI also tracks emerging health trends. If conversations about seasonal allergies spike, an antihistamine brand can launch a timely educational campaign. This is especially useful for caregivers who rely on online discussions to make informed decisions. At Eureka Digital, we use AI insights to refine strategies and stay ahead of potential issues before they become major concerns. You've highlighted AI's role in optimizing ads, engagement, and content. What about AI-generated influencers? Do they have a place in pharma and wellness marketing? Definitely. AI-generated influencers offer brands a controlled, regulatory-compliant way to engage audiences. Unlike human influencers, who may go off-script, AI influencers stick to medically accurate, pre-approved messaging. They can act as long-term brand ambassadors, continuously educating audiences about nutrition, supplements, and wellness without the risk of misinformation. For pharma brands, this is a game-changer because it allows for precise, regulatory-friendly communication. Given everything you've shared, what is your advice for pharma and wellness brands looking to integrate AI into their social media strategies? AI is no longer just a futuristic concept. It is already transforming the industry. My advice is to embrace it strategically. Use AI to enhance, not replace, human creativity and expertise. Prioritize compliance, trust, and value-driven content. At Eureka Digital, we have seen how AI-driven marketing can deliver exceptional results, but the key is balancing technology with the human touch. Brands that get this balance right will be the ones that thrive.
