{"id":16135,"date":"2025-11-03T23:21:00","date_gmt":"2025-11-03T23:21:00","guid":{"rendered":"https:\/\/yohrt.com\/news\/facebooks-new-tv-ad-highlights-in-app-connection\/"},"modified":"2025-11-03T23:21:00","modified_gmt":"2025-11-03T23:21:00","slug":"facebooks-new-tv-ad-highlights-in-app-connection","status":"publish","type":"post","link":"https:\/\/yohrt.com\/news\/facebooks-new-tv-ad-highlights-in-app-connection\/","title":{"rendered":"#\n                Facebook\u2019s New TV Ad Highlights In-App Connection"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/yohrt.com\/news\/facebooks-new-tv-ad-highlights-in-app-connection\/#Facebooks_New_TV_Ad_Highlights_In-App_Connection\" >Facebook\u2019s New TV Ad Highlights In-App Connection<\/a><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Facebooks_New_TV_Ad_Highlights_In-App_Connection\"><\/span>\n                Facebook\u2019s New TV Ad Highlights In-App Connection<br \/>\n            <span class=\"ez-toc-section-end\"><\/span><\/h1>\n<div>\n<div class=\"text-to-speech\">\n    <button class=\"text-to-speech__button button\"><br \/>\n        <img decoding=\"async\" class=\"text-to-speech__button__icon\" src=\"https:\/\/www.socialmediatoday.com\/static\/img\/play.svg?500116090725\" alt=\"\"\/><br \/>\n        Listen to the article<br \/>\n        <span class=\"text-to-speech__button__audio-length\">5 min<\/span><br \/>\n    <\/button><\/p>\n<div class=\"text-to-speech__controls\">\n        <audio controls=\"\" class=\"js-text-to-speech\" preload=\"none\"><source src=\"https:\/\/text-to-speech.divecdn.com\/newspost\/804579\/2025-11-04_08.49.16\/facebook-launches-ad-campaign-highlight-friend-connection.wav\" type=\"audio\/mp3\"><\/source><\/audio><\/p>\n<div class=\"text-to-speech__controls__text\">\n            This audio is auto-generated. Please let us know if you have feedback.\n        <\/div>\n<\/p><\/div>\n<\/div>\n<p><span><span><span><span><span><span>In some ways, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=KTD418JdITs\" style=\"color:#0563c1\">Facebook\u2019s new ad campaign<\/a> seems to run counter to what people are actually using the app for in 2025. Yet, at the same time, it also highlights the key connective benefit of the app, which is likely what keeps many people checking in with their Facebook feed every day. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Because you\u2019re not logging in to \u201cimagine\u201d yourself in some AI-generated image, or to check out the latest video. You\u2019re opening up the Facebook app to check and see if any of your connections has shared anything of note.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Which this ad does well to showcase.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Called \u201cA Little Connection Goes a Long Way,\u201d Facebook\u2019s first ad campaign in four years aims to highlight the value of connection in the lead-up to the holiday season.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Facebook: Home For the Holidays\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/KTD418JdITs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span><span><span><span><span><span>It\u2019s an engaging reminder of the power of Facebook to bring people together, even if, as noted, that\u2019s not really what people are using the app for these days.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Indeed, Meta\u2019s own data shows that Reels consumption is now the driving force behind Facebook usage, and the only thing that\u2019s generating engagement growth. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Last year, Meta reported that Reels viewing accounts for <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.facebook.com\/business\/news\/Unlock-Video-Performance-with-GenAI-and-Creator-Marketing\" style=\"color:#0563c1\">60% of all user time spent on Facebook<\/a>, while Meta also reported in its Q2 performance update (in August this year) that time spent on video content has grown by more than 20% year-over-year.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Which suggests that the vast majority of cumulative time that people spend in the app is now dedicated to watching Reels clips, relegating the connective benefits that are highlighted in this campaign to the outer. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>But then again, why do you check in on Facebook every day?<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Here\u2019s the thing: What I suspect (but can\u2019t definitively prove without internal data) is that Facebook usage has declined significantly, in terms of cumulative time spent, though everybody still checks into their Facebook feed every day, just to see if any of their friends of family, or even past classmates, have shared anything of interest.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Facebook is now a valuable online organizer for birthdays and celebrations, which is why Facebook\u2019s active user count remains so high. But I also don\u2019t think that the majority of people are spending a heap of time on the app, with Instagram, YouTube and TikTok likely taking up way more of our cumulative attention.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>But again, we only have some measures to indicate this. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span>Back in the day, as part of its regular performance reporting, Facebook used to share updates on the amount of time that users were spending in its apps, reporting, for example, in 2016 that users <\/span><\/span><span><span>were spending <\/span><\/span><span><span><span><span><span><span><span><span><span><span><span><span>more than <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/techcrunch.com\/2016\/04\/27\/facediction\/\" style=\"box-sizing:inherit; color:#0563c1; cursor:pointer\"><span>50 minutes per day, on average<\/span><\/a>, using Facebook, Instagram, and Messenger<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span><span><span><span>.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span><span><span><span><span><span><span><span><span><span>But that was the last update of this element, with Meta instead now only reporting overall active users. Which is a very different measure, but again, Facebook\u2019s active user count is massive (over 3 billion users), and it looks much better for Meta to report that its usage remains high, than to share that actual time spent in its apps has declined.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span>Though it has also confirmed this as well, albeit in a different format.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span>Earlier in the year, as part of Meta\u2019s court battle against the FTC, Meta CEO Mark Zuckerberg admitted that the amount of time that people spend on both <span><span>Facebook and Instagram had \u201cgone down meaningfully,\u201d with more conversations shifting to messaging instead.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Friend sharing, in particular, has declined,<em><span><span><span> <\/span><\/span><\/span><\/em>as shown in this slide from Meta\u2019s courtroom presentation:<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<div align=\"center\"><img decoding=\"async\" alt=\"Meta FTC trial documents\" data-imagemodel=\"179436\" src=\"https:\/\/imgproxy.divecdn.com\/_NWUyLVrWhczSvr-pcqAQIC9C9JxFbP7AT9KLnV8ocY\/g:ce\/rs:fit:1600:0\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9tZXRhX2Z0YzEucG5n.webp\"\/><\/div>\n<p><span><span><span><span><span><span>As you can see in these graphs, the time that people spend in the app engaging with content posted by friends declined from 22% in 2023, to 17% in 2025.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>And 22% was already a minor amount of what\u2019s still technically considered a \u201csocial\u201d media app, with the vast majority of the rest going to video content. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Meta hasn\u2019t shared an updated count of average minutes spent per user in the app, but again, you can assume that it\u2019s now significantly less than 50 minutes per user per day. Which underlines the idea that most users are likely only checking in to see what friends and family have posted, then bouncing off to other apps.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Does that make Facebook less valuable? Well, it depends on how you define value. If broad reach is your goal, then Facebook remains the place to be, but if the assumption is that people are spending time scrolling through their News Feed, I would suggest that\u2019s probably not the case.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>It\u2019s also interesting that Meta\u2019s highlighting its connective benefits while also trying to get you to engage with its content regurgitating AI tools ate every turn, which have absolutely nothing to do with human connection. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>In any event, the interesting thing about this campaign is that Facebook is trying to play up its connective capacity, which it knows is not a major part of the app. But it is still a key connective tool, and the ad does play into this, and could help to drive more interest as a result.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Basically, this is a long-winded way of saying that this is a good ad, even if it doesn\u2019t directly align with how you might be using Facebook day-to-day. And it could well get more people checking in on the holidays for catch ups with old friends. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<\/p><\/div>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/yohrt.com\/news\/social-media\/\" target=\"_blank\" >Social Media<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/www.socialmediatoday.com\/news\/facebook-launches-ad-campaign-highlight-friend-connection\/804579\/\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Facebook\u2019s New TV Ad Highlights In-App Connection Listen to the article 5 min This audio is auto-generated. Please let us know if you have feedback. In some ways, Facebook\u2019s new ad campaign seems to run counter to what people are actually using the app for in 2025. Yet, at the same time, it also highlights&#8230;<\/p>\n","protected":false},"author":1,"featured_media":16136,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/imgproxy.divecdn.com\/3Qe7RKxOeWJN5wNTkNOiwEfOP1egxfzbWffcJZbpCbU\/g:ce\/rs:fit:770:435\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9mYl9hZC5wbmc=.webp","fifu_image_alt":"","footnotes":""},"categories":[3],"tags":[1424],"class_list":["post-16135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-facebook"],"_links":{"self":[{"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/posts\/16135","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/comments?post=16135"}],"version-history":[{"count":0,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/posts\/16135\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/media\/16136"}],"wp:attachment":[{"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/media?parent=16135"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/categories?post=16135"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/tags?post=16135"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}