Facebook Video Performance Boosts, DMs for Threads, and Who's Buying from Instagram Ads
Social media platforms are evolving rapidly, and Meta (the parent company of Facebook, Instagram, and Threads) continues to push boundaries with new features, performance improvements, and data-driven insights. In this article, we’ll explore three key developments: the improvement in Facebook video performance, the rollout of Direct Messaging (DMs) for Threads, and a breakdown of the consumer segments most likely to buy through Instagram Ads.
Facebook Video Performance Gets a Significant Boost
Over the past year, video content on Facebook has experienced a notable transformation. Meta’s internal data shows that video watch time on Facebook has increased by over 25%, thanks to improvements in delivery, algorithm optimization, and enhanced editing tools for creators.
Key Reasons Behind the Growth:
AI-Powered Recommendations: Facebook now uses advanced AI to suggest videos that match user interests more precisely.
Improved Short-Form Video Integration: With the rise of Reels, Facebook has blended long-form and short-form video formats to cater to different viewer preferences.
Better Monetization Tools: More creators are joining the platform due to attractive revenue options, which means more high-quality content is being produced.
Facebook’s push towards video is a clear attempt to compete with platforms like TikTok and YouTube, aiming to keep users engaged for longer periods.
Threads Introduces Direct Messaging Feature
Meta’s new social media platform, Threads, which was originally launched as a text-based alternative to Twitter (now X), has finally added Direct Messaging (DMs). This move addresses one of the biggest user demands since Threads launched.
What This Means for Users:
Private Conversations: Users can now have one-on-one or group conversations without leaving the app.
Cross-App Messaging: Threads is integrated with Instagram, so DMs will support interaction between both platforms.
Creator & Brand Communication: This update allows influencers and businesses to engage with their audience more personally, fostering deeper connections.
DMs are expected to enhance user retention on Threads and make the platform more versatile for both casual users and marketers.
Who’s Buying from Instagram Ads?
Instagram Ads have proven to be one of Meta’s strongest revenue drivers. A recent study shows that 72% of Instagram users have made a purchase after seeing an ad on the platform. But who exactly is buying?
Key Buyer Demographics:
Millennials (25–40 years old)
Tech-savvy and visually driven.
Often respond to influencer endorsements and product demos.
Gen Z (18–24 years old)
Strong interest in trends, aesthetics, and social causes.
More likely to purchase from eco-conscious or trendy brands.
Urban Women
Especially in fashion, beauty, and lifestyle categories.
Often influenced by Reels, Stories, and carousel ads.
Popular Purchase Categories:
Fashion & Apparel
Beauty & Skincare
Health & Wellness Products
Tech Accessories
Home Décor
Instagram’s seamless shopping integration through posts, Reels, and Stories makes it easier than ever to browse, discover, and buy—all without leaving the app.
Final Thoughts
Meta continues to adapt its platforms to meet user preferences and market demands. With Facebook enhancing video performance, Threads adding essential features like DMs, and Instagram remaining a powerhouse for social commerce, it's clear that Meta is doubling down on user engagement and monetization.
For marketers, content creators, and social media users, staying updated with these changes can help drive better results, stronger connections, and more meaningful digital experiences.
