Home Business Insights & Advice Facebook ads in 2023: Top seven trends shaping the future of social advertising

Facebook ads in 2023: Top seven trends shaping the future of social advertising

by Sarah Dunsby
21st Jun 23 10:18 am

Facebook Ads have become an integral part of the marketing strategy for businesses and marketers worldwide. With its massive user base and advanced targeting options, Facebook offers a unique platform to reach and engage with the right audience. As we move further into 2023, it’s crucial to understand the ever-evolving landscape of Facebook advertising and stay updated on the latest trends that are shaping the future of social advertising.

Facebook Ads provide an exceptional opportunity for businesses to connect with their target audience, build brand awareness, drive website traffic, and increase conversions. With detailed targeting options based on demographics, interests, and behaviours, businesses can reach users who are most likely to be interested in their products or services.

Additionally, Facebook’s robust analytics and reporting tools allow marketers to measure the performance of their ads and make data-driven decisions to optimise their campaigns. That being said, this blog will cover some of the leading and emerging trends that business owners should think about taking advantage of if they want to get ahead of the competition.

Trend 1: Automation and AI-driven ad optimisation

Artificial intelligence and automation are revolutionising the way Facebook Ads are created, managed, and optimised. With AI-powered algorithms, advertisers can automate ad delivery, targeting, and bidding to improve performance and save time. Machine learning algorithms analyse vast amounts of data to identify patterns and optimise ad placements, budgets, and targeting parameters in real-time. By harnessing the power of automation and AI, marketers can achieve better ad performance, higher click-through rates, and increased return on ad spend.

Trend 2: The rise of video ads and interactive content

Video content has gained tremendous popularity on Facebook in recent years, and this trend is set to continue in 2023. Video ads can captivate and engage users, delivering messages in a more dynamic and visually appealing manner. Facebook’s autoplay feature and the integration of subtitles make videos more accessible and impactful. Furthermore, interactive content, such as quizzes, polls, and 360-degree videos, provides a unique opportunity for users to actively engage with brands, leading to higher conversions and brand loyalty.

Trend 3: Advanced audience targeting and segmentation

Precise audience targeting and segmentation are essential for maximising the effectiveness of Facebook Ads. Custom and lookalike audiences have become increasingly important in reaching the right people with personalised messages. By leveraging first-party data, businesses can create custom audiences based on website visitors, email subscribers, or previous customers, allowing for highly targeted campaigns. Interest-based targeting and behaviour-based targeting also play a crucial role in reaching users who share similar interests or behaviours, increasing the likelihood of conversions.

Trend 4: The shift towards privacy-focused advertising

The landscape of digital advertising is evolving with the introduction of data privacy regulations and consumer concerns about data security. Facebook has responded by placing a greater emphasis on privacy-focused advertising. Advertisers now need to rely more on first-party data, obtained with user consent, to target their audience effectively. Facebook’s advanced targeting options, such as “Limited Data Use” and “Aggregated Event Measurement,” allow businesses to respect users’ privacy while still delivering personalised and relevant ads.

Trend 5: The growth of social commerce and shoppable ads

E-commerce has experienced significant growth, and Facebook has recognised this trend by integrating e-commerce features within the platform. Social commerce enables businesses to showcase their products or services directly on Facebook, eliminating the need for users to navigate away from the platform to make a purchase. Shoppable ads, with embedded links to product pages or seamless checkout options, provide a frictionless shopping experience, leading to increased direct sales and conversions.

Trend 6: The increasing significance of ad creative and storytelling

In an increasingly competitive digital landscape, ad creatives and storytelling play a vital role in capturing user attention and driving engagement. Visually appealing and eye-catching ad designs can make a significant impact on users’ initial impressions and click-through rates. Moreover, storytelling techniques that evoke emotions and create narratives around products or services can foster deeper connections with the audience, resulting in higher conversion rates and brand loyalty.

Trend 7: The adoption of AR and VR in ads

Augmented reality (AR) and virtual reality (VR) have gained traction as innovative technologies for enhancing user experiences. Facebook has embraced these technologies by integrating AR and VR experiences within its ad platform. Brands can now offer interactive and immersive ad experiences, allowing users to try on virtual products, visualise how items fit into their surroundings or explore virtual environments. Successful AR and VR ad campaigns on Facebook have demonstrated increased user engagement and improved brand recall.


As Facebook Ads continue to evolve, marketers and businesses need to stay updated on the latest trends shaping the future of social advertising. By embracing automation, video content, advanced audience targeting, privacy-focused advertising, social commerce, compelling ad creatives, and emerging technologies like AR and VR, advertisers can maximise their ad performance, increase conversions, and achieve a higher return on investment.

As we move forward in 2023, these trends will continue to shape the landscape of Facebook advertising, providing exciting opportunities for marketers to connect with their audience in new and innovative ways.

Leave a Comment


Sign up to our daily news alerts

[ms-form id=1]