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Good morning, Eric here. It's a Meta Monday. Hereâs what you need to know this week about the worldâs greatest (and most frustrating) ad platform.
⥠Still broken: Meta false-flagged clean partnership ads
If your partnership ads went dark last week with a policy flag that made no sense, it wasn't your creative. @herrmanndigital posted that his clients' partnership ads all broke at once: perfectly clean ads, no banned text, getting hit with false-positive policy violations and "no valid formats" errors.
And the timing was cruel, right in the middle of Prime Week.
This isn't one account having a bad day. @AkvileDeFazio and others in the replies are all reporting the same thing, some for five or six weeks running.
Here are some workarounds if you're still seeing issues: turn off all AI enhancements, duplicate into a clean ad set instead of editing the flagged one, or when in doubt try re-uploading the exact same ad. And if those don't work, escalate the account review now, because the queue is going to fill up fast.
None of this is a random glitch either. It's a preview of what happens when AI runs the whole review systemâŚ
đ¤ The reason your clean ads keep getting flagged
Meta says AI already handles half its content and ad review, and they want that at 90% by the end of the year.
So the thing deciding whether your ad runs is increasingly a model with nobody behind it to call. Fast when it works, a black box when it doesn't, and your appeal goes right back to the same system that flagged you.
The part that should actually worry you is account security. There's a breach making the rounds that hit 20,000 Instagram accounts and nobody actually hacked anything. Someone just chatted with Meta's AI support bot, asked it to send the account verification code to a different email address, and it did. That's it. No stolen passwords, no sophisticated attack - just a politely worded request to a bot with no one behind it.
Go lock down your account access before someone talks the bot into doing it for you. Turn on 2FA, check who still has admin on your ad accounts and pages. The same automation making your week worse is the same one that can hand your account to a stranger.
Mobile is either where your revenue is going or where it's leaking. One you want, one you don't.
The brands with dedicated apps are pulling away from everyone still just optimizing for mobile web.
BĂIS is seeing 67% higher CVR on app versus mobile web. Credo Beauty hit its 6-month revenue goal in 2 months. Princess Polly is pulling 28% of total online revenue from the app.
Tapcart surveyed 1,200 shoppers to find out why. Friction at that moment doesn't just lose the sale, it loses the customer. 67% of shoppers trust brands more when they have an app. For Gen Z that climbs to 80%.
All that data (and more) is in the free report. 6 chapters, 100+ AI tactics. Go get it.
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đˇď¸ There's a new AI label showing up in Ads Manager. You'll want to know about it.
@IstvanicMarin spotted this checkbox in Ads Manager this week: "Ad includes media created or edited with AI." Check it and Meta may add an AI info label to your ad.
The replies are worth reading. @Darrentheadsguy has been running labeled versus unlabeled versions of the same videos for weeks and the labeled ones are performing materially worse. Same creative, different label, worse results.
The direction this is heading is pretty clear. Real footage enhanced with AI will outperform pure AI generation. Start building your creative stack that way now, before the label becomes automatic rather than optional.
⨠Meta drops more creator tools in a brand new app
Meta is bringing back Facebook Creator Studio, now an AI-powered app that drafts comment replies in the creator's voice and tells them what to post next.
The rollout also splits Professional Dashboard into separate Creator and Business dashboards over the next couple months, so if your analytics look a little different soon, that's why.
Like we mentioned last week the accounts winning right now allocate 20-30% of spend to real creators, and Meta just handed those creators sharper tools to keep posting. Your partners are getting better infrastructure at the exact moment the buying side is getting more automated and more brittle. Stock your roster like you'll be leaning on it more, not less.
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Pilothouse's Meta team keeps watching lo-fi creator content climb as phone cameras improve and natural-looking feed content beats polished spots.
Across 10 apparel and home goods brands spending $30k to $150k a month, creator content (CGC) beat studio creative on every metric Pilothouse tracked:
CGC is also pulling away over time. Pilothouse saw CGC click-through climb 26% year over year while spend on it rose 13%, so the format is getting more efficient at earning the click as it scales.
Studio creative still earns its slot, just on different surfaces. It carries the consideration phase, where looking credible helps close the sale: PDPs, your homepage, brand storytelling, anywhere a buyer is mid-decision and sizing you up. The Meta feed rewards raw and real. Your conversion surfaces reward polish.
Action: pull your top Meta creatives this week, sort them lo-fi vs studio, and shift spend toward whatever is earning the click.
In this episode, Aves introduces a framework, air game versus ground game, borrowed from political strategy for managing what a brand says at the macro level alongside how that message gets translated into individual pieces of content.
Using Apple as an example, she breaks down how a brand's core truth (the air game) gets distilled into platform-specific, persona-specific content (the ground game), and why the gap between those two layers is widening as algorithms personalize feeds and consumers begin outsourcing purchase decisions to AI agents.
âśď¸ Watch here | đ§ Listen on Spotify
âđŚ 61% of shoppers bought a product after watching an unboxing video^. Now, you can generate unboxing content from your existing product assets in minutes. No production day. No extra budget. Start free with Kittl. *
^SAGE Journals
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