Meta’s Might: Ad Performance Boosts Growth in Second Quarter

Don’t let the skeptics fool you – Meta is firing on all cylinders, defying expectations with a stellar second quarter and thriving in the ever-more-crowded ecosystem of paid social media and digital advertising.

The Rise of Advantage Plus for Shopping

Meta’s relentless journey towards greater market share is worthy of applause. A frontrunner feature in this race is their Advantage Plus for Shopping (ASC), which has been lapping up success, especially within retail and e-commerce businesses. Its influence has delivered promising results, keeping advertisers content and competition at bay. Many feared the slowdown of ASC’s roaring success, yet a continuous influx of new advertisers—particularly from abroad—has proven them wrong. Meta is doubling down on their efforts, advertising ASC, and encouraging more businesses to partake in its advantages.

Interestingly, Meta’s on-platform checkout feature “Shops” has taken a backseat in its aggressive promotion strategy. The reason remains a mystery, but speculation points to Meta’s current focus on ASC and potential plans for Shops.

Reels Steals Spotlight from TikTok

The power dynamic within the advertising ecosystem continues to shift as Meta’s feature, Reels, grows in popularity. Mirroring the vibe of TikTok, Reels has become a beloved choice for ad spending among larger agencies, effectively swaying budgets away from its rival.

Meta is committed to upping the game on Reels. Advertisers are being armed with creative strategies to produce compelling ads, and there’s chatter of integrating static image ads with moving effects and text-based calls-to-action, all in a bid to boost ad performance.

The end of the quarter saw a slight uptick in the cost of advertising on Facebook and Instagram (CPMs)—a side-effect of an increasingly crowded ad space and an influx of political ad spending in advance of the 2024 U.S. presidential election. Despite the rise, these costs remain lower than the same period last year—a relief for businesses seeking visibility on these platforms.

Advertisers Eye Threads as Potential Ad Goldmine Amid Social Media Turbulence

Moving forward, advertisers radiate optimism for Meta’s performance for the rest of the year. The horizon for 2H looks bright, and it’s expected that Meta will continue expanding its market share in the advertising industry. There’s keen interest in testing ads on Instagram Threads, another prospective ad platform, however, Mark Zuckerberg has said Threads must be on “a clear path to 1 billion people” before Meta will consider monetization on the platform. With Threads’ estimated 118M users in just three weeks, that path may appear sooner than later, especially in light of Twitter’s contentious rebrand to “X,” and the platform’s new ultimatum on brand ad spend.    

Optimistic Outlook: Advertisers Anticipate Meta’s Continued Growth

Stock-wise, Meta has been soaring – up a whopping 150% this year. Wall Street didn’t see this coming. But with revenues beating estimates, earning $32 billion against a predicted $31.06 billion, and projections of $32 billion to $34.5 billion for the next quarter, Meta’s performance is not just impressive, it’s formidable.

But does the future hold any concerns? Is Meta’s growth slowing down? The answer seems to be a resounding, “No.” Their improving ad system, thriving Reels platform, increased ad spends, and a promising business environment all contribute to Meta’s bright future.

Sure, there’s been a bit of a hiccup with Reality Labs not performing as expected but remember – Rome wasn’t built in a day. Meta is heavily investing in its virtual and augmented reality products. With the anticipated launch of Quest 3 in the fall, these investments may soon begin to pay dividends.

Meta’s Q2 performance is a testament to the company’s adaptability and tenacity. Despite headwinds and shifts in the advertising landscape, Meta continues to innovate, delivering value to advertisers while eyeing the next big thing in social media advertising. A strong quarter, a stronger resolve—Meta is setting the pace for the digital advertising industry.

Learn how Tiger Pistol’s solution perfectly aligns with Meta’s Performance 5 Best Practice Framework for Growth. Download The Ultimate Guide to High-Performance Local Social Advertising for Brands, SMB Resellers, and Agencies now.


Tiger Pistol is a collaborative advertising platform that enables our clients to deploy optimized and scalable campaigns within minutes. By simplifying high-performance collaborative advertising for our clients and their partners, we help you achieve your most ambitious goals in customer acquisition and sales growth.