Meta, Pinterest, and TikTok are rolling out new ad tools and features designed to improve efficiency, reach, and sales opportunities for brands.
From Meta’s expanded Value Rules and landing page view optimisation, to Pinterest’s visual Top of Search ads and TikTok Shop opportunities to deliver record-breaking growth, advertisers now have more ways to reach high-value audiences and drive stronger campaign results.
META
Value Rules now expanded up the funnel!
Value rules are now available to use in TOF & MOF for awareness and consideration objectives.
What are Value Rules?
Value rules are settings that let you tell the system which audiences, placements, or conversion locations are worth more to you.With value rules, you can assign a “higher value” to those actions. The ad system then adjusts how it delivers your ads leaning more toward the people or contexts you’ve said are most valuable while still keeping your campaigns consolidated instead of splitting them into many separate ad sets.
- Not every audience is equal, and now Meta’s Value Rules makes it easier to show what really matters to your brand. With value rules, you can tell the platform which audiences or outcomes deserve more weight, so delivery leans toward the people and actions that matter most.
- Until recently, value rules were limited to sales and app campaigns. Now, they’re expanding into awareness and engagement objectives too. That means even brand-building campaigns can be guided toward higher-value audiences without breaking campaigns into dozens of ad sets.
- Early results are promising: advertisers testing value rules have seen up to 2x more high-value conversions compared to campaigns without them.
For brands, this is a chance to make campaign automation work harder, helping you reach scale while keeping your most valuable audiences front and centre.
Better Traffic with Landing Page View OptimiSation
- For brands that don’t always have access to the Meta pixel, like CPG companies sending shoppers to a retail partner’s site, optimising traffic has often been a challenge. That’s where landing page view optimisation comes in.
- Instead of simply driving clicks, this update allows campaigns to focus on people most likely to click and fully load the destination site. The result? Less wasted spend on empty clicks and more qualified visitors.
- Early tests show strong results: advertisers using landing page view optimisation saw a 31% lower cost per landing page view compared to link click campaigns, with fewer bounces and higher-quality traffic.
For advertisers who rely on third-party retailers or partner sites, this change means you can finally put more confidence behind traffic campaigns that actually deliver.
Source https://www.facebook.com/business/news/from-culture-to-conversion-with-metas-brand-building-tools
Pinterest Top of Search Ads: A Visual Approach to Discovery
- Pinterest is making search advertising more visual with its Top of Search ads. These ads appear right within the top ten search results and in Related Pins—the spots where nearly half of all clicks happen and users are most open to discovering new products.
- Most of these searches (96%) are unbranded, which means users are exploring rather than looking for a specific brand. Top of Search ads give brands a chance to get in front of high-intent shoppers early in their decision-making process. Advertiser catalogs are also highlighted in a dedicated, brand-exclusive unit for extra visibility.
- Early results are impressive: campaigns using Top of Search ads show a 29% higher click-through rate and a 32% higher chance of attracting new clickers compared to standard campaigns.
TIKTOK
TikTok Shop UK: Black Friday Forecast 2025 – Tiktok Turkeys
TLDR: Get your xmas turkey on TikTok shop
TikTok Shop UK anticipates a record-breaking Black Friday in 2025, building on last year’s triple-digit growth. Key highlights include:
- Live Shopping Surge: Daily live shopping sessions have increased by 72% year-on-year, with over 6,000 sessions daily. The introduction of “Super LIVEs” has enabled sellers to generate up to $1 million in sales during single live streams.
- Product Expansion: The number of items available on TikTok Shop has grown by 445% over the past year, reflecting a diverse range of offerings.
- Creator Engagement: The number of creators generating sales has risen by 55%, highlighting the platform’s role in empowering content creators to drive commerce.
- Food & Beverage Growth: The food and beverage category grew by 55% last Black Friday, with hampers, cheese, laundry products, and toilet roll among the top-selling items. For the first time, Christmas turkeys will be available for purchase on TikTok Shop through a partnership with The Fat Butcher.
Source https://newsroom.tiktok.com/black-friday-forecast?lang=en-GB
