Why every brand and agency should have a Meta specialist

In just twenty years, what began as a high school dorm project has grown into one of the world's largest and most influential companies. Meta Platforms, formerly known as Facebook, rebranded in 2021 to reflect its expanding focus beyond social media.

Now a key member of the 'Mag 7' (the seven largest U.S. technology companies by market capitalization), it has emerged as a dominant force not only in social media but also in digital advertising, e-commerce, and influencer marketing.

More recently, Meta has expanded its influence into cutting-edge technologies such as artificial intelligence (AI), virtual reality (VR), and augmented reality (AR).

These strategic moves are positioning Meta at the forefront of the next technological evolution, transforming how brands engage with audiences and how consumers interact with digital environments.

With a market cap of $1.35 trillion, Meta is currently the seventh largest company in the world. Almost four billion people used one of its products in the last month alone.

To put this into perspective, of the 5.3 billion people who use the internet monthly, 75% interact with at least one Meta product. Considering Meta is banned in China—a country with over 1 billion people—this means the company has effectively reached nearly everyone it can legally access.

Meta’s products have deeply penetrated society, culture, and even, until recently, news and politics. Every brand, government, celebrity, and organization uses Meta in some capacity, making it an indispensable part of the global digital ecosystem.

Given Meta's pervasive influence and its strategic expansion into AI, VR, and AR, the need for specialized expertise is becoming increasingly clear.

Brands and organisations that wish to fully leverage Meta’s ecosystem will soon find that having a Meta specialist is not just advantageous, but essential. Here’s why.

Table of Contents

• Meta's dominance in advertising

• Meta’s central role in influencer marketing

• Meta's growing influence in AI

• Meta's Pioneering Role in VR and AR

• The strategic role of a Meta specialist

• The strategic imperative for a Meta specialist

Meta's dominance in advertising

Meta generates 98% of its revenue from advertising across its social media platforms, particularly Facebook and Instagram. Its advanced targeting and personalization capabilities continue to evolve, driving consistent topline growth.

More than 10 million advertisers use Meta’s platforms, with the majority being small and medium-sized businesses.

Meta's ad revenue continues to rise, driven by the success of AI integration in its ad auction technology and the investment in Reels. The AI-powered auction system analyzes user data in real time to deliver highly targeted ads, maximizing relevance and engagement for advertisers while optimizing the user experience.

Meta has yet to monetize WhatsApp, and the recent launch of Threads—a platform similar to X—could become an additional revenue source if it succeeds as a less controversial alternative.

Meta’s central role in influencer marketing

Instagram and Facebook are the top platforms for influencer marketing, commanding the majority of influencer budgets thanks to their highly visual and engaging formats.

Meta seamlessly integrates influencer campaigns with broader advertising strategies, enhancing the reach and effectiveness of both organic and paid content.

Its integration of tools for tracking influencer performance, audience demographics, and engagement metrics is crucial for optimizing influencer campaigns.

While Instagram is favoured by tastemakers and cultural influencers, Facebook is used by billions of people every day.

Meta's growing influence in AI

Since ChatGPT launched in November 2022, big tech companies including Meta have been in an arms race to develop their AI capabilities.

Through investing in large data centres, AI microchips and an AI hiring splurge, Meta is positioning itself as a dominant force in the AI industry, leveraging its vast user base and significant investments in computational resources to develop advanced AI products and services.

With hundreds of millions of people interacting with AI across its platforms, Meta has the unique advantage of accessing one of the most robust data and feedback loops in the industry.

The company has already rolled out AI to its customers with ‘Advantage+’ which is a suite of automation tools to simplify and automate ad campaigns for advertisers. It can create variations in ads to test and select optimal placements, audience, etc. based on return on ad spend (ROAS).

In a recent earnings call, Meta’s management said they’ve found a +22% improvement in ROAS for advertisers using Advantage+.

Its recently launched Llama 3 LLM (Large Language Model) is at the heart of Meta's AI strategy, embracing an open-source philosophy.

This approach contrasts sharply with the proprietary models of competitors like OpenAI's ChatGPT and Anthropic's Claude.

By making Llama 3 open-source, Meta aims to foster a large, vibrant developer ecosystem, accelerating innovation and potentially outpacing closed models in both adoption and real-world application.

For businesses and marketers, this approach means more accessible AI tools, the ability to customize AI solutions to specific needs, and potentially lower costs compared to proprietary AI services.

Meta's Pioneering Role in VR and AR

Meta's Reality Labs is the research and development division of the company that focuses on advancing technologies in VR, AR, and related areas.

It is responsible for developing the hardware, software, and content needed to create immersive digital experiences. This includes products like the Oculus VR headsets, AR glasses, and various mixed-reality devices.

Reality Labs plays a pivotal role in Meta's ambitious strategy to build the 'Metaverse,' a fully immersive virtual environment where people can interact, work, and play in 3D spaces.

Among its most notable projects are the Oculus VR headsets, which have set a new standard for consumer-grade VR experiences, a partnership with Ray-Ban and Project Aria, an AR initiative that aims to develop lightweight, everyday wearable AR glasses.

These projects, combined with advances in AI-driven experiences and human-computer interaction methods, are not only shaping the future of digital interaction but are also positioning Meta as a leader in the next evolution of the internet.

The strategic role of a Meta specialist

Given Meta’s expansive and growing influence across digital advertising, influencer marketing, AI, VR, and AR, the role of a Meta specialist has evolved from being a mere luxury to a strategic necessity.

Unlike traditional marketing roles that often focus on specific channels or techniques, a Meta specialist possesses deep expertise across the entire Meta ecosystem, enabling brands to harness the full potential of these interconnected platforms.

This role is particularly crucial as Meta continues to innovate, ensuring that brands not only stay current but also leverage emerging technologies to maintain a competitive edge.

A New paradigm, not a redundancy

While traditional roles like social advertising managers or influencer marketing strategists are well-established, a Meta specialist would not replace these functions but rather enhance them.

The specialist’s deep understanding of Meta’s algorithms, tools, and future developments provides a focused approach that complements the broader skill sets of traditional roles.

Navigating complexity

Meta’s ecosystem is increasingly complex and interconnected, spanning multiple platforms that each offer unique opportunities and challenges. A Meta specialist would have the expertise to navigate this complexity, ensuring that brands not only utilise these platforms effectively but also stay ahead of the curve as Meta continues to innovate.

Enhancing traditional disciplines

A Meta specialist would work closely with existing teams, bringing insights that could significantly enhance traditional marketing efforts:

• Influencer marketing: By understanding the nuances of Instagram and Facebook’s algorithms, a Meta specialist can help tailor influencer campaigns to maximise engagement and reach, integrating these efforts seamlessly with paid advertising.

• Social advertising: The specialist can optimise ad spend across Meta’s platforms, using advanced targeting and AI-driven tools like Advantage+ to deliver better ROI.

• Content marketing: With deep knowledge of Meta’s content distribution and personalisation capabilities, the specialist can guide content strategies that resonate more effectively with target audiences across Meta’s channels.

Strategic leadership

This role would also serve as a strategic leader within the organisation, guiding decisions that align with the latest trends and capabilities within Meta’s ecosystem. By staying ahead of emerging technologies like AI, VR, and AR, a Meta specialist ensures that brands are not just participating in the digital landscape but are at the forefront of innovation.

The strategic imperative for a Meta specialist

As Meta continues to shape the digital landscape through its dominance in social media, advertising, AI, and immersive technologies, the role of a Meta specialist becomes increasingly crucial.

These professionals bridge the gap between traditional marketing roles and the rapidly evolving Meta ecosystem, ensuring that brands can fully leverage the opportunities presented by Meta's platforms and technologies.

In an era where digital presence can make or break a brand, having a dedicated Meta specialist is no longer a luxury—it's a strategic necessity for staying competitive and future-ready in the digital marketplace.