With nearly 20 years of reserves in the AI field, how can Meta Ads multi-dimensionally empower brands to go overseas under the comprehensive iteration?

In early February, after Meta delivered its Q4 2023 results, it recorded the largest one-day stock market gain in U.S. stock market history, and the global digital advertising industry also “exploded”.

To a large extent, this is due to Meta’s continued investment and output in the field of AI, especially the outstanding performance of Meta’s AI advertising products in the global market – in May last year, Meta’s empowered product line “Meta Advantage” product portfolio was updated; in October, the Meta Advantage product portfolio was updated; in October, the Meta Advantage product portfolio was updated. “In May last year, Meta updated the product portfolio of Meta Advantage, an empowering product line; in October, Meta launched the generative AI ad creative function in its ad management tool, and will complete the global rollout this year.

On the other hand, more Chinese overseas brands are utilizing the Meta platform to go global.

This shows two points: one, with the help of AI technology, Meta is fully stepping into the era of smarter, more efficient and more personalized ads; and two, as China’s going abroad continues to accelerate, Meta’s AI ad products meet the increasingly complex overseas advertising needs of Chinese brands, and have become an important engine for Chinese brands to go global.

01
Chinese Brands Going Overseas

Meta “Deep Companionship

Going overseas as a whole has entered deep water, and 2023 is almost the year that the whole industry will go overseas.

However, the more entrants, the more intense the competition. Overseas people are all anxious: how can we spend less financial resources and energy, rely on the main product to steadily increase sales, while transforming to a more personalized and tonal brand? In the process of overseas marketing, brands are becoming more and more cautious, and are eager to spend all their budgets on the “knife edge”.

Why do Chinese brands choose Meta during the industry’s transition pains?

The answer lies in: first, a solid enough user base; second, leading-edge AI advertising.

In the eyes of C-end users around the world, Meta’s ace platform, Facebook, has always maintained great appeal and freshness. Last December, Facebook’s daily active users had reached 2.11 billion, up 6% year-on-year. More surprisingly, Facebook also added 2 million users in the near-saturated North American market. Emerging markets, needless to say, maintain a steady growth trend.

Not only that, in Meta’s entire social media platform matrix, the total number of monthly active users of Facebook, Instagram, Messenger and WhatsApp has reached nearly 3.9 billion. Whether in the mature markets of Europe and the United States, or emerging markets such as Southeast Asia, Meta has opened a window to approach local consumers faster, providing a fertile and healthy marketing soil for Chinese brands going overseas.

Meanwhile, Meta has been pressing ahead with the launch of its AI advertising products over the past two years:

In August 2022, the Meta Advantage product line (Meta Advantage) was launched for the first time. Simply put, it injects AI capabilities into every aspect of ad delivery, allowing brands to deliver ads more intelligently, thus bringing ad results closer to idealization. Specifically, this product lineup encompasses 12 products, which are applicable to brands in different sea-going tracks, such as e-commerce, retail, and apps.

In October 2023, Meta’s ‘Generative AI Ad Creative Function’ was officially released. In 2023, which is known as the “Year of Generative AI”, the offshore industry has been discussing “how AIGC will change us” and waiting for the industry’s universal advertising products to land. The launch of Meta, as the name suggests, gives brand owners more room to play with their overseas advertising creativity, supporting the branding work of overseas enterprises from the level of underlying advertising capabilities.

Many brands and sellers who approached Meta’s AI advertising products with a try-and-see attitude ended up with a good response. Xin Wei, founder of Nakans, an overseas underwear brand, has shared, “In the past year, for Meta’s AI advanced and empowered ads, we have gone from questioning to contacting, to applying, and finally to ‘really good’ in the beginning. the AI has saved us most of our operational energy, and currently 60% of our operational work has been handed over to AI to complete.”

In China, Meta has put forward a vision of “connecting merchants with overseas consumers, leading innovative marketing models, and helping global brands shine in the world.”

In the past decade, through Meta’s Facebook, Instagram and other platforms, there have been countless Chinese brands that have successfully stepped out of the country to personalize their marketing and reach global consumers. Now, in the global AI advertising wave, Meta’s solution has been the first to be validated by the market, and firmly matches the advertising needs of Chinese overseas brands at this stage.

02
Nearly 20 years in reserve in AI

Full iteration of Meta ad products

In fact, as early as 2006, shortly after Facebook was founded, it began to continuously accumulate and precipitate AI technology capabilities with AI-driven dynamic messaging.

For nearly 20 years, personalized advertising and AI technology have always been deeply rooted in Meta’s corporate DNA. Now, the “Meta Enabled Product Series” and “Generative AI Ad Creative Functions” launched by integrating these two capabilities have ushered in a new round of “efficiency enhancement” and “quality enhancement” for advertising products, and solved many problems in the marketing industry.

First of all, the AI capability has improved the overall “efficiency” of overseas advertisements.

Meta Enabled Product Series, Meta’s automated advertising product portfolio, “helps optimize the effectiveness of ads with the help of AI and machine learning”, thus helping brand owners to improve the overall efficiency when placing ads.

In the cross-border seafaring industry, sellers often face a complex business with multiple channels, audiences, and ad types. With a limited budget, it is very difficult to accurately target people and place ads. Facing overseas markets that are far away from each other, no overseas enterprise can afford to pay expensive “tuition” indefinitely.

With the help of AI, Meta’s empowered product series can help overseas enterprises save costs and complete relatively ideal advertising more efficiently. For example, Advantage+ Audience in the product portfolio allows brands to utilize AI to target audiences, instead of the rigid restriction of “male consumers of XX age and XX hobbies” in the past, it uses the search inputs of real audiences as the keywords, so as to find the most suitable people for the advertisement.

Shortly after the launch of Meta’s empowered product line, data showed that hundreds of advertisers using Advantage+ Shopping Campaigns reduced their cost per acquisition by 17% on average, and increased their return on ad spend by 32%.

It can be seen that when Meta’s advertising products are combined with AI capabilities, the overseas team can greatly save the energy and time in the pre-investment stage of the advertisement, so that the cost of customer acquisition for overseas advertisements is lower and the return of advertisements is higher.

Secondly, generative AI can significantly improve the quality of overseas advertising content.

Generative AI ad creative function, as the name suggests, “will open up a new era of creativity, maximizing the work efficiency, personalization and marketing performance of all advertisers.”

Overseas enterprises always need to face the marketing pain point of ‘cross-cultural communication’ head-on.

What if AI helps?

Meta’s generative AI ads include the professional capabilities of “background generation,” “map expansion,” and “text rewriting,” which means that whether it’s a startup team or a mature brand, creating product images and ad copy with different cultural backgrounds is no longer a difficult task. This means that it is no longer a difficult task for both startup teams and mature brands to produce product images and ad copy from different cultures.

Looking further, more colorful content creativity may emerge in the future of overseas advertisements, and the connection between overseas brands and overseas consumers may be further rewritten. ……

In the advertising industry, Keith Soljacich, Executive Vice President of Publicis Media Content Innovation, commented that this kind of functionality “will be a game changer”. Indeed, the team structures and workflows of offshore companies may also change as a result. The speed and depth of communication of products and even brands of overseas enterprises will also be greatly increased when the advertising ideas of Chinese thinking can be quickly and fully presented in a “foreignized” way.

With the left hand “improving quality” and the right hand “improving efficiency”, AI technology is like a “magnifying glass” for Meta’s advertising capability. Through the overall upgrade of the platform’s capability, Meta, which has a great influence on the global digital advertising industry, is also driving the advertising industry into a new era.

03
Jewelry, Novels, Games ……

Chinese Brands Tap into ‘Intelligent’ Overseas Era

In the age of AI ads, how else will China’s overseas presence benefit?

In 2020, recognizing the emotional needs of global users during segregation, 37Jewelry, a brand of jewelry going overseas, focused on the brand spirit of “connection”. In the initial stage of pushing into the global market, 37Jewelry chose Facebook and Instagram as its marketing platforms, taking users’ strong emotional needs as its communication medium, and quickly tapped into the first batch of “seed users” on the Internet, which continue to grow overseas. 37Jewelry has already accumulated a number of quality users. 37Jewelry has accumulated a number of high-quality users, coinciding with the launch of Meta’s AI advertising products, so it adopted advanced and empowered intelligent shopping ads, and the placement efficiency of its marketing team was greatly improved. In the fourth quarter of 2022, it realized a 100% increase in sales.

In the first phase, 37Jewelry successfully broke through the circle with Meta’s powerful social function; in the second phase, it doubled its sales by using AI advertising products to improve its efficiency. 37Jewelry can bring inspiration to many Chinese brands that are far away from home: in the past few years, social media platforms have been relied on by users around the world, and a number of Chinese brands have taken the opportunity to gain the favor of overseas consumers; in the next phase, it is the most important thing to use AI as a springboard to capture potential users more accurately and more widely. In the era of AI, the most important thing is to use AI as a springboard to seize potential users more accurately and in a wider range.

As a matter of fact, Meta’s AI advertising products are helping Chinese enterprises to sail away in various overseas tracks.

Novels and short dramas, which were hot at home and abroad at the beginning of this year, have also been “rolled” overseas. A domestic novel and short drama overseas enterprise “Fluttering” has reached cooperation with Meta. In the face of the pain points encountered by Fluttershy in overseas, Meta gave targeted insights into the overseas industry, and in the process of using Advantage+ App Campaigns, Fluttershy realized a healthier and more rewarding overseas advertising, and opened up more user groups.