HomeBlog9 Must-Know Facebook Advertising Trends & Tips for 2024

9 Must-Know Facebook Advertising Trends & Tips for 2024

Author: Jordan Bucknell
Last Updated: April 19, 2024 | Facebook Ads

If you’re aiming to drive exceptional results with digital marketing in 2024, Facebook is highly likely to play a pivotal role in your plans.

That’s no surprise—Facebook is a certified advertising powerhouse. The platform attracts more than 3 billion monthly active users, and research suggests that Facebook often delivers the highest ROI among all social media networks.

facebook ads trends - facebook stats callout

However, if you want to make the most of Facebook ads in 2024, you need to keep up with the times. And by that, we don’t mean using the latest slang or filming new dance crazes—we mean reacting to platform trends and leveraging red-hot marketing opportunities.

The Facebook ads landscape is constantly evolving. Audience behaviors change, different strategies emerge, algorithms are tweaked, and new tools are released. If you’re not keeping on top of these developments, it’s all too easy to find yourself falling behind the competition.

But don’t worry—we won’t let that happen.

To help you stay ahead of the curve and build an insanely high-performing Facebook ads strategy in 2024, we’ve pulled together:

4 key Facebook ads trends to watch in 2024

We know Facebook is one of the best advertising platforms available. So before we share some golden advice for creating high-performing Facebook ads in 2024, let’s take a look at four Facebook ad trends that will have a big impact on the social media marketing world.

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1. Influencer marketing will continue to evolve and expand

Influencer marketing has been hugely popular with social media advertisers for a long time, and it’s easy to see why. 

By partnering with the right influencer, you can instantly connect with a pre-built audience of highly engaged customers. Not only that, but you can also rapidly build authority and credibility for your products by creating high-quality, authentic content.

That said, the top Facebook ad trend for 2024 is that influencer marketing will be adopted by many more Facebook advertisers, from punchy small businesses to global corporations.


Well, for one thing, influencer marketing is undeniably effective. 84% of global consumers say they’d purchase a product based on influencer content, while Facebook campaigns that combine regular ads and influencer ads are 85% more likely to drive users to add products to their shopping baskets.

However, the real key for 2024 is the rise of the micro-influencer.

Many brands may previously have dismissed influencer partnerships because they assumed they were too expensive, but micro-influencers enable marketers to enjoy all of the benefits of macro-influencers without the excessive costs.

Micro-influencers may attract smaller followings, but they’re often highly respected in very specific niches. While a global perfume brand may find success with a celebrity influencer, a business selling accounting software will probably benefit from a more targeted approach.

Data shows that smaller influencers deliver higher engagement rates than mega-influencers across social channels, and 82% of consumers claim they’d follow recommendations given by micro-influencers.

If you’ve previously avoided influencer marketing on Facebook because of the costs, 2024 is your opportunity to build credibility and generate sales with strategic micro-influencer partnerships.

facebook ads trends - influencer engagement chart by type screenshot


2. AI-powered Facebook Messenger experiences will be adopted at scale

Artificial intelligence (AI) for marketing has been making waves in recent years. AI statistics show that over 80% of marketers and advertisers are already using AI tools. 

If you’re not incorporating AI into your Facebook strategy next year, you’re missing out on fantastic opportunities for customer engagement, chat support, and lead generation. In fact, chatbot statistics show that chatbots are equipped to handle 70% of customer conversations, and 55% of businesses generate more sales when they utilize chatbot solutions.

AI-powered chatbots implemented through Facebook Messenger, for example, can be incredibly powerful for any business.

While all of this may sound pretty futuristic, AI technology has never been more accessible for Facebook advertisers. Facebook ads recently announced an “AI Studio” that will allow businesses to create their own AI applications, and there are plenty of third-party tools that can help you launch Facebook chatbots in a matter of minutes.

Below are a few different ways that you can utilize AI-powered Facebook chatbots in 2024:

  • Improve customer engagement. Chatbots can respond to customer requests immediately, guiding users through FAQs and providing them with instant answers.
  • Scale up chat support. Facebook chatbots can deal with a huge volume of customer requests, meaning you can allocate human resources more effectively.
  • Generate quality leads. You can use chatbots to gather customer information and qualify leads, which can be hugely beneficial to your Facebook ads conversion rates.
  • Cross-platform integration. Chatbots can be integrated with various e-commerce and CRM platforms, which helps you build a seamless marketing strategy.

By leveraging the power of artificial intelligence in 2024, you can dramatically improve customer experiences, strengthen brand loyalty, and increase sales through lead generation and automated upselling.

facebook ads trends - facebook messenger chatbot example


💡 Download our free guide to learn more tips and ideas for using AI in marketing!

3. Ecommerce will integrate even more closely with Facebook and Instagram

Social media is no longer just about content and communication. Platforms like Facebook are a direct getaway to online shopping, which is a game-changer for ecommerce brands.

Ecommerce features on Facebook have been rapidly evolving in recent years, from mobile-first Facebook Shops to sales-focused Advantage+ campaigns. Online shopping is now central to the Facebook experience, and this trend will inevitably continue in 2024.

It’s estimated that 37% of Facebook users made a purchase through the platform in 2023—and when you consider the scale of the Facebook audience, the opportunity for ecommerce brands becomes clear. Consumers want to enjoy convenient and fast shopping experiences, and Facebook allows users to discover, view, and purchase products in a matter of clicks.

So what does this mean for digital marketers on Facebook this year?

Well, establishing a strong shopping presence on Facebook is no longer optional for ecommerce businesses—it’s mandatory for success. If you want to maximize sales in 2024, make sure that you’re delivering a seamless customer experience on Facebook with shoppable ads, convenient ordering options, and product-led campaigns.

Rather than treating your Facebook business page and website catalog as separate entities, think about how you can connect the customer journey and open as many consumer touchpoints as possible.

facebook ads trends - ecommerce on facedbook example


4. UGC will continue to skyrocket Facebook ads engagement

The user-generated content (UGC) style of advertising has been dominating platforms like TikTok recently, but this content will also deliver fantastic results for Facebook advertisers in 2024.

User-generated content is fast becoming an invaluable asset for brands of all sizes. Rather than launching super-polished ad campaigns, many businesses are leveraging low-budget UGC assets that feel authentic and, more importantly, drive conversions.

Here are just a few of the benefits that UGC can provide for Facebook advertisers:

  • You can build credibility with your audience. 90% of consumers claim that authenticity is important when deciding which brands they like, and UGC inherently feels authentic, raw, and trustworthy.
  • You can increase clicks & conversions. UGC can increase your CTRs by up to 300%, and more high-quality clicks are fantastic news for your Facebook conversion rates.
  • You can launch cost-efficient campaigns. As the name suggests, user-generated content is created by normal users. While you may need to spend time and effort sourcing UGC assets, it’s essentially free content that can deliver brilliant returns.

If you want to drive optimal results with Facebook Ads in 2024, then you’ll need to craft an effective UGC strategy. That means finding ways to harvest UGC (i.e. launching competitions, searching hashtags) and leveraging these assets in paid campaigns. 

facebook ads trends - user generated content example on instagram


How to use these Facebook ads trends to your advantage

Now that we’ve covered the major Facebook ads trends that will impact advertisers this year, let’s explore some key tips for creating high-impact, high-converting Facebook ads.

    1. Utilize short-form video to capture attention

    Short-form video reigns supreme on social media, and while TikTok may be famous for snappy video content, Facebook audiences are equally engaged with this format.

    Social media users are scrolling through tons of fresh content every time they log in, so attention is a precious commodity for advertisers. Long-winded video assets aren’t likely to maintain audience interest, so aim to create punchy ads that land your key messages fast!

    72% of Facebook users claim to prefer short-form videos, so keep this in mind when you’re producing new assets.

    Grab attention quickly with bold visual hooks, focus on delivering clear and compelling product messages, and wrap things up with a strong CTA.

    facebook ads trends - short form facebook video example


    2. Leverage the power of UGC across your campaigns

    We’ve already covered the incredible effectiveness of UGC for advertisers, so make sure you’re integrating this content into your Facebook campaigns as often as possible.

    There are many different types of user-generated content that you can utilize in 2024, from product reviews to customer testimonials and organic posts.

    Since UGC is sourced from real customers, it feels more authentic, trustworthy, and persuasive for potential shoppers. Use this to your advantage—if you can regularly collect and distribute UGC assets on Facebook, then you’ll steadily build brand credibility and generate sales.

    The more customers you convert, the more opportunities you have to source fresh UGC assets! When used correctly, UGC is the gift that keeps on giving to Facebook marketers.

    🌱 Get more ideas to improve and grow your Facebook ads using our free Facebook Ads Grader!

    3. Create a frictionless shopping experience

    If you want to generate sales through Facebook advertising, then you need to remove as many obstacles as possible from the customer journey.

    Start by setting up a well-organized, appealing Facebook and Instagram Shop. This is your virtual storefront on both Facebook and Instagram, so follow best practices like showcasing your top-selling products, optimizing your product pages, and using shoppable tags to drive conversions 

    You should also leverage Facebook Advantage+ Shopping campaigns, which allow you to dynamically test and optimize creative combinations to deliver optimal results.

    Finally, ensure that your website is well-designed and easy to use. If audiences click and visit your landing page, they need to be able to navigate between pages, explore different products, and complete purchases quickly and easily.

    If the Facebook customer journey feels convenient and engaging, your ads are infinitely more likely to drive conversions.

    facebook ads trends - shops storefront and product page example


    4. Launch DCO and Tailored campaigns to drive personalization at scale

    If you’re not already running Dynamic Creative Optimization (DCO) or Tailored campaigns, then make space for them in your 2024 Facebook plans.

    DCO and Tailored campaigns both allow you to test a mind-blowing number of ad variations at scale. The Facebook algorithm will automatically combine and run different creative elements (e.g. images, videos, CTAs) to see which assets perform best.

    However, it’s not just about optimizing your Facebook ads to maximize conversions. It’s about delivering personalization at scale.

    Rather than launching generic ads and hoping for the best, you can automatically tailor your assets to your target audience based on their interests and behaviors.

    For example, let’s say a user has recently viewed a specific product on your website. By dynamically retargeting them with this exact product (and similar recommendations) you dramatically increase the relevance of your ads and the likelihood of a conversion.

    This is a fantastic way to scale up your Facebook ad campaigns while maintaining efficiency, so be sure to leverage this strategy next year.

    meta ads update - tailored campaigns home page

    5. Use broad audience targeting to fuel the Facebook algorithm

    Casting a wide targeting net on Facebook can be a game-changer for the efficiency of your ad campaigns.

    This may sound like a pretty simple strategy, but it’s a small tweak that can make a big impact on your conversion rates.

    While it’s easy to get carried away with the granular targeting options available on Facebook, a super-niche audience is more likely to restrict campaign performance than improve it. That’s because the Facebook algorithm needs sufficient scale to test different audiences, make optimizations, and gather learnings. The more users the platform can reach, the more insights it can gather—and this is crucial for achieving superior ROI.

    Instead of narrowing down your Facebook audience too much, try to be patient. Start with broader targeting, allow the learning phase to progress, and give the algorithm the best chance of identifying high-value segments for your brand.

    facebook ads trends - audience size indicator

    What these Facebook ads trends and tips mean for your business

    The Facebook platform is constantly evolving, and 2024 will undoubtedly bring new challenges, opportunities, and innovations for advertisers.

    However, by taking note of these trends and utilizing proven Facebook strategies, you can set yourself up for success next year. While you can’t stop the Facebook landscape from changing, you can get ahead of the competition by moving with the times and embracing new ideas. Best of luck for 2024!

    Here are the top Facebook ads trends for 2024:

    1. Influencer marketing will continue to evolve and expand
    2. AI-powered Facebook Messenger experiences will be adopted at scale
    3. Ecommerce will integrate even more closely with Facebook and Instagram
    4. UGC will continue to skyrocket Facebook ads engagement

    Be sure to follow these Facebook ads tips in 2024:

    1. Utilize short-form video to capture attention
    2. Leverage the power of UGC across your campaigns
    3. Create a frictionless shopping experience
    4. Launch DCO campaigns to drive personalization at scale
    5. Use broad audience targeting to fuel the Facebook algorithm

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    Meet The Author

    Jordan Bucknell

    Jordan Bucknell is the founder and CEO of Upbeat Agency, a London-based digital marketing agency that helps DTC companies drive sales, generate leads, and grow their brand using forward-thinking creative and the latest media buying techniques.


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