Breaking Meta Ads News! Meta One is here... transcript

So Meta has just released a new subscription offer literally today and this is a game changer. This is going to change the way that businesses operate on the Meta apps, Facebook, Instagram and WhatsApp. It is really important for advertisers. If you are advertising on Meta, you have to know about this. I think it's something you should really consider. We've actually been on the beta version of this. We've been playing around with it for the last 2 weeks.

We've got a lot of information around how this works and the potential benefits. So, I'm going to run through the details of what's included in a second. Firstly, I do just want to say I'm not sure about this. I don't think this was a good move from Meta. I think there's going to be a huge amount of backlash in the community about this in the advertiser community, in the creator community. That'll make more sense as we go through it.

That doesn't mean that you shouldn't use it. In fact, I think for a lot of advertisers, you absolutely should. But let's let's have a look at the details and I'll flesh out our experience with it as as we go through. Right. So, this subscription offer is called Meta 1. But firstly, I think it's bad branding of the offer itself because Meta 1 sounds like there's just going to be one subscription, right? There's not. There's four different plans.

So, you've got essential, advanced, expert, and max. And the plans are platform specific. So, you can get it for just Instagram or just Facebook or a combination. So, there's actually loads of different options despite being called Meta 1. Okay. So the idea behind these subscription offers is that it's metaverified on steroids. So it's not just a checkbox. It's not just impersonation protection things that we used to get with with metaverified subscriptions.

There's way more things that impact organic reach. Like some really actually quite exciting stuff. And because I've got fantastic access at Meta, I actually got to interview the VP at Meta who is running this program. We had a about a 30-minute chat at CAN which is very interesting. So I got some really good information on that. We've also, like I said, we're on the beta. We've had access to all the features. We've been playing around with them.

So, we've really done a deep dive on this. I think this is going to make big headlines and be really big news in not just the better ad space, but the whole sort of social media marketing world. So, let's run through the four tiers and I'm going to go through what's actually included in each one, and then we can talk about which one you should be looking to get. Okay, so the cheapest tier is called Meta 1 Essential. This costs $14.99 per month.

And so let's run through what you get. So you get a verified badge. I think this is useful to have particularly if you are advertising an expertise-based thing, whether that's a product or a service. Being verified creates extra trust between your prospects and you your ads are more likely to perform better. So you can get this on IG, FB, and WhatsApp. Build credibility with a verified badge on your profile. I think that makes sense.

Now this is per platform, right? So, if you want a verified badge on Instagram, Facebook, and WhatsApp, then it's $45 a month, but I think that's worth getting for for the majority of you. Impersonation protection doesn't sound like a big deal, but trust me, once you have a significant following, it absolutely is. There are loads of accounts that have tried to impersonate me. They use my face, my name, I try and sell people's stuff.

Like, nightmare, right? We've got here proactive monitoring to protect your brand from fake accounts pretending to be you. As you grow, you may well want that as well. So, that's the sort of stuff we would have got with Metaverified. Now, we've got some other things as well. Enhanced link sheet applies to Instagram and Facebook. Make it easy for people to find your website, social channels, and other key destinations right from your profile by adding images to your links.

If part of what you're doing with your marketing and advertising on Meta, particularly say on Instagram for example, is to get people to go from your profile to another destination where they may well take a commercial action, buy, become a lead, etc. This could be really, really handy. So, I'm quite excited about that. Then we've got one verified channel applies to uh to WhatsApp business. Most meta advertisers aren't even aware that WhatsApp channels are a thing, but they do exist.

It allows you to sort of communicate with your customers through a channel format. I've created another video about that that goes into a lot more details about sort of WhatsApp related meta marketing and advertising. So you can check that out um if you want. It's not a big deal for for the vast majority of you. Custom web URL again applies to the the WhatsApp business app. So, get a unique, searchable URL and business web page to help more people discover and share your business.

For those businesses that operate in countries that run using WhatsApp, that might be useful. I haven't seen much evidence that it is so far, so we'll see. Not super excited about that one, but it's in there. Next, we've got more access to meta business agent. So, an agent that responds on your behalf 24/7. More and more businesses are experimenting with business agents to help automate customer communication, allow them to use different salesunnel structures that would previously have just been too time consuming for people to be involved with.

For those people, it's going to be useful because otherwise that's going to get difficult and and costly. Not many advertisers, as far as I'm aware, are using this currently. We're not implementing that with tons of our clients businesses yet, but I do think that's going to change. So, I think the value of that's going to increase. And if you are using business agents, you should be aware that the amount of usage you get with just the essential plan is really quite small.

Like if you're going to be using this at scale, you're going to need significantly more credits to be able to to use that. Next, we've got bundle of individual app plus features. Again, if you're aware of what IG Plus is, for example, you get this stuff uh included. Not a massive deal for a lot of advertisers, but doesn't hurt to have. And then you've got more meta AI usage. And you can see it's creators only. So more capacity to create media with meta AI and tap into more advanced reasoning with thinking and contemplating mode.

How valuable that is is totally going to depend on your business, what you're producing, what's going out there. I think more and more content that's going to go on Meta is going to be created within meta using their various AI tools. So I expect the value of this to increase. How much access you actually get and how much you get with that essential plan is is likely to be very limited like the others. You're going to need to upgrade if you want more.

So again, going to depend on your business. So we've got some stuff in there that's similar to metaverified, some things that are kind of exciting. I think the enhanced link sheet doesn't suck to have. The rest of it is kind of a depends on your business. It's not very expensive, although can if you're buying it per per platform. So if the meta one essential, if it was just that or not, I'd probably say to most businesses, don't bother.

Unless you're looking at one of those things thinking, "Oh, yeah, that's really useful for me." you're better off just cracking on as is. But um there is some other more interesting stuff at higher tiers. So let's get into that. So we've got Meta 1 Advance. So this is $50 per month. Again, that's per platform. So obviously you get everything in essential. That's the way these tiers work, right? You get everything in the in the previous tier plus a bunch of extra stuff.

So we've got show your authentic profiles, three verified channels you can add on there. Again, this applies to the the WhatsApp business app. Eh, whatever. Enhance your visibility. Now, this is one of the most interesting sections of all the Meta 1 subscription stuff. And this is one of the reasons why I think a lot of advertisers and a lot of not even advertisers, creators, anyone making content on the Meta app should seriously consider Meta 1.

So, we've got enhanced visibility, featured in feed. So, as we go through this, we'll see that some things apply to Facebook and Instagram. Some things just apply to Facebook at this point. That's probably going to change in the future. So, featured in feed, this applies to Facebook. Get your profile featured in feed to introduce your brand to new people. This is a dedicated carousel of meta one profiles that appears in people's feeds who may be interested in your business.

So, we haven't seen too much of this in the wild yet because it requires more mass adoption and for this to be rolled out. So, we don't know exactly how often this carousel is actually going to show up to people. If it's significant, great. Who wouldn't want to have their profile put in front of more people, more reach, more customers potentially, etc., etc. Optimized search, this applies to both Instagram and Facebook, appear higher in search results, making it easier for people to discover you.

I think it's underappreciated by a lot of meta advertisers, particularly in countries like UK, US, etc. that there's more search on Meta than you expect. You sort of think of like everyone searching on Google or now maybe ChatGBT or something, right? Claude, but you don't think of Facebook, Instagram as place where people search. people do search can be quite a significant source of attention which we know can of course lead to leads and sales and things like that.

So again depending on your business and where you are in the world that could be really valuable. Bold follow button this applies to Facebook. So a bolded follow button on your reels that make it easier for viewers to follow you right from your content. We don't know the exact impact that will have in terms of the increase in follower rate but it certainly won't hurt it. And imagine if you could just very easily have a more prominent follow button.

That means you get 50% more followers on Facebook for all the reels you're putting out. Well worth having, right? Follow invite. Again, this applies to Facebook. Automatically send follow invitations to people who engage with your content, turning interactions into lasting connections. This could be really powerful. I'd love to have that introduced to Instagram as well. Now, think about how direct that is. Someone engages on Facebook, you're able to send them a direct invitation or it's done automatically to say, "Go ahead and follow." I would expect to see follower numbers on Facebook significantly increase from this alone.

Particularly for people who follow my content, which is typically advertisers, where you are generating way more interactions on your Facebook content than a lot of people who are just posting organically. Well, like that could be very very exciting. Enhanced profile. This applies to both Instagram and Facebook. Add up to three locations and connect up to three other profiles so people can find you in person and follow you everywhere.

This is a quite a bold move from Meta to be happy for you to link to a lot of other stuff. They typically want to keep us on app. But I suppose they probably feel like, well, people are paying for the privilege, therefore, we'll go ahead and do it. It's one of the reasons why I'm such a big fan of being an advertiser on the Meta Platforms, not just an organic content creator because once you pay the platform, you are in their good books.

They are on your side. They want you to do well. If you're just operating organically, it's kind of up to the, you know, the algorithm gods at that point. We've got six linked devices. So this WhatsApp business app. So get linked devices that you can assign to separate customer chats to manage more orders or answer questions more easily. Totally going to depend on how your business operates. Do you use a WhatsApp based funnel?

Is that useful? Do you have team members that can use it? This one I think is very interesting. If you are using WhatsApp as part of your salesunnel process or lead generation process, 500 business broadcast credits. Again, applies to the WhatsApp business app. Send promotions and messages to multiple customers at once. Schedule delivery and track your message performance. So, what we're allowed to do here is effectively use WhatsApp like an email list.

You can send out a broadcast 500 credits. Not a ton, but people are far more likely to engage with a WhatsApp message than they are with an email. And if you are communicating with customers with prospects via WhatsApp, that could be a great way to convert a load of them. We know how effective email marketing can be over time. Well, open rates and clickthrough rates on email are going to be much, much lower than here.

So, that is quite exciting. You also get even more access to Meta Business Agent. So we talked about an essential but this time you've got more credits to use. Then we've got drive traffic. Now this is really interesting right? So this applies to both posts and reels. So you've got links in post. So IG in Instagram four a month. Facebook eight a month including comments. And then you got the same in reals right four a month on on Instagram, eight a month on Facebook.

Add clickable links in your reels. Add clickable links directly in your posts. Previously we've all operated under uh your reels. Your posts are just there to build the audience and then stories or ads is how you get people to go somewhere to take a direct action like become a lead, make a sale, that sort of thing. This is great. This really shortens that process. Couple of things to note about this. You can't add this into posts that are already gone out like older posts.

If you go ahead and get this, like let's say had a really high performing one that just continues, a real that just continues getting views. Unfortunately, you can't add that into an older one. That has to be new ones going forward. Likewise, you can't sort of get those credits back. So, let's say you put out a post, it flops, you archive it, and then think, "Okay, I'll reuse a link in a new one." No, can't do that either, but still a decent amount.

So, you'd have to choose them wisely of which ones you do and don't use depending on how much content you're putting out, but could make a big difference, particularly to your organic Facebook and Instagram efforts. Get additional insights. We've got competitive insights on Instagram. Compare your performance to similar public profiles so you can tailor your content strategy. Somewhat interesting. The Facebook version is much better.

So, custom audience insights. Find and engage your most active followers and newest fans to build deeper connections. That is great. I really wish they had that version on Instagram as well. Hopefully, they will at some point, but yeah, some good information to be gathered there to help improve your efforts going forward. Creation and protection. So, optimizeuling on Facebook. Schedule posts and reels with the option to auto post when your audience is most active.

That doesn't suck. The better you time that, the more likely to get engagement, the more likely you are to have people take actions that are meaningful to your business. Original content credit. So, we've got Instagram and Facebook, two requests per month. So, get notified when others use your content and request a label crediting your original work. Only happens if people actually using your content. But if they are, again, could be valuable, particularly if the people talking about it themselves have followings, and you want to make sure they know who made that stuff in the first place.

Then we've got collaboration and support. Now, this part I absolutely love. Going to make my life a lot easier. So, we've got shared access on Instagram for seats. So, you can let team members post, reply to comments, manage your account without sharing your password. Instead of having to actually be logged in across different devices, you can do it that way. That, yeah, saves a lot of headaches if you have a team doing stuff like I do on Instagram for you.

And then this one as well, access to human support. This applies to Instagram, Facebook, or WhatsApp. Get one support case per month from a real person when you need it most. Now, I've got two thoughts about this. Firstly, that's really valuable. That's something that I want. I mean, I'm fortunate enough to have fantastic support because of you we spent $100 million last year on meta ads and I'm a content creator and all that sort of stuff, right?

So, we're fine on that point, but I think for most people that would be really really valuable. I think that alone may well be worth getting this if meta is important for your business and how you you drive customers. The part that's tough about this one is that kind of feel and I think most people in this space feel like we should get human support anyway. Like how many advertisers are there out there that have had accounts disabled, Facebook pages banned, Instagram profiles taken down, and they shouldn't have been.

They haven't broken the rules. It's just an algorithm flagged them. They've tried appealing it. Can't get through to a person. They're just like, "Please let a person respond to my stuff." Should you need to pay for that when you're already like creating content on a platform or potentially spending tens of thousands or more on ads? Probably not. But, you know, it is what it is. And then we've got expanded meta AI usage.

Again, a tiered system just like previous. With that in mind, one of the absolute keys to scaling ads is working with the right data. Meta ads especially are driven by AI targeting. Bad data means not only bad ad decisions, but bad AI targeting. Metat tracking is consistently off by 20 to 30% and as much as 50% plus for long-term sales. This leads to that bad data. That's why I want to tell you about Hyros and their new form of attribution called AI swarm data.

It fixes this gap and a allows you to make the correct decisions with your ads. B sends the right data to meta. This results in an almost immediate boost to ad ROI via better targeting and better decisions which is why it's used by major players like Alex Hamosi, Tony Robbins, myself, Four Seasons, Playboy WP, and thousands of large scale e-commerce stores. Here's an example. Hyus helps point out gaps in tracking. If I couldn't see this data, I wouldn't be able to scale as effectively.

More importantly, it feeds the ad platform the right data for better targeting, cutting your cost to acquire customers. That's why I'm comfortable recommending Hyros. They literally guarantee increased ad ROI or you don't pay. The usual result is around a 10 to 15% increase in ad revenue. And if you're an agency, not only does it get your clients better results, Hyros pays up to 40% for lifetime commissions on each client you bring.

Even better, they will set it up for you, then help you optimize ad platform AI targeting with it. Use the link below. The first 15 people to do so will get a 30% discount. Next, we've got Meta 1 expert tier. Now, this is where things start to get quite expensive, particularly if you're buying this across multiple platforms, right? So, everything advanced we've just been through. Plus, show your authentic profiles. Five verified channels.

I think this can be that valuable to many businesses above and beyond what you get in advanced. Elevate your content. Custom chat themes on Facebook and Instagram. Create a more memorable chat experience by choosing a theme that reflects your brand and personality. I'm not very excited about that. Some people might be. Whatever. Enhance your visibility. Enhance profile on Instagram and Facebook. Add up to five locations and connect up to five other profiles so people can find you in person to follow you everywhere.

So I think that was three with advanced tier. Again, how much more valuable is that? Probably not that much. Eight linked devices on WhatsApp business app this time as opposed to the previous one. So totally depend on your dynamics, team size, etc. 1,250 business broadcast credits. That I think is quite exciting. Significantly more than the 500 you got in the previous tier. Again, depends if you're using WhatsApp as part of your salesman process and you have people to broadcast to.

If you do, I think that could be a really big deal. Expanded access to meta business agent, right? So, just more of that. Drive traffic. So, we've got more links in posts. We've got eight on Instagram, 20 on Facebook, and then the same applies to reals. So, if you're putting out tons of organic content, you really want a link, then you can do more of it. Creation protection. So, original content credit, you get four requests as opposed to two on the previous one.

And then we've got 10 protected business accounts. So you can see select business accounts that can use your business branding without the risk of being flagged for impersonation. Totally going to only depend to businesses that are very specifically using it in that way. Then we've got collaboration and support. So shared IG access, we can get eight seats, so even more people can get access. It's quite a big Instagram team.

If you need eight people in there, four will do most people. Access to human support instead of the one you get five support cases per month. So, I imagine this is going to be more valuable for agencies, for example, that have more people involved, more need to contact people, more moving parts they might need help with if they're consistently running into issues. And then we've got the big one, Meta 1 Max. Now, this is the one we've actually have access to for the last two weeks where we've been testing and playing.

So, let's run through what we've got in here, and after that, I'll go through which one I recommend you actually go ahead and use and give some overall thoughts on this whole venture for meta. Okay, so we've got obviously everything in the expert, the previous one, plus this stuff. So, 10 verified channels now. Sure. Elevate your content. Personalize content strategy advice on Facebook and Instagram. Schedule a call once every 6 months with a Meta Adviser to get advice on how to optimize your organic post and grow your audience.

Now, that might sound great, but most people watching my content are meta advertisers, and they have worked with Meta Marketing reps before, giving them advice on advertising. And the general consensus is that that advice is awful and should mostly be ignored. Are the people giving advice around content strategies going to be better? We don't know at this point, but until I see evidence that it will be good and it will be good advice, I'm going to be skeptical.

Enhance your visibility. So, you've got enhanced profile again, Instagram, Facebook, add up to eight locations, connect up to eight other profiles. People can see your follow anywhere. How many people are going to even need that many? Not very many at all. 10 linked devices for WhatsApp. Again, that's probably overkill for most. This is interesting. 5,000 business broadcast credits, right? So again, if you're using WhatsApp for business purposes and you've got lots of people you're communicating with, being able to send out that many messages in order to try and drive commercial actions, leads, sales, etc.

That could be really powerful. So for some businesses, this would be worth getting just just based on that alone. You've got maximum access to meta business agent. We've got drive traffic. This is similar to previous one. We've just got more, right? So you can include 12 links in Instagram posts and unlimited on Facebook and then the same applies to uh to real. So if you're an absolute content powerhouse and you really want to link everything then you can go ahead and do it. creation protection, original content credit, we got six requests a month, 50 protected business accounts.

Again, it's going to apply to more agency related stuff, WhatsApp business accounts, etc., etc. Collaboration and support. So, shared access on Instagram, 30 seats, you have 30 team members, access to your Instagram without having to log in. That really is a a massive Instagram team managing your organic Instagram. And then you get access to human support, unlimited cases. So, again, good for agencies with lots of different clients where you're going to want lots of different cases.

I think for some people this will be really valuable. It's be worth getting because of that. Should that be included anyway? Yeah. I think particularly if a business is advertising, they should be able to speak to a person. They're already paying money to the platform, right? So, you can see that very much when we get to this tier, it is just more effectively as opposed to new features. Okay. So, having run through those, that leads to the obvious question of which of any of these should you get?

Now, I think if you're using the meta apps for business purposes, whether you're primarily focused on organic or ads or as I do normally recommend a mixture of the two, I think the advanced tier probably makes the most sense because you get basically all the benefits that you get with the higher level tiers, but you just get less of them. And that's probably not a big deal. Like, do you need more than four people to have access to your Instagram?

Probably not. I mean, how many links in Instagram reels do you want to include a month? Like, how many WhatsApp business broadcasts are you going to send? So that's probably a good starting point for most. And if you want to upgrade cuz you're an agency or whatever to some of the others, then uh then you can absolutely go ahead and do that. Or if you're running into particular issues and you're thinking I need the extra support, for most people that one support request per month is is going to do it.

I would recommend that if you are advertising, if the meta platforms matter to your business and it's one of the ways you acquire customers, one of the most maybe even the most important way that you acquire customers, as I know it is for many businesses, then this is worth having. It doesn't mean that I think it's a good idea, right? Like I'm going to advise you as an advertiser to get this because I think it's valuable and I think you will be in a better position.

Should Meta have rolled this out, I don't think it's a good idea for them. I think there's going to be an enormous amount of backlash amongst the community, particularly people that are already really frustrated that like I have to pay for human support when I've already paid you so much in advertising spend for example over however long it is is you've been advertising. So, it feels a little bit like a a big corporate adding in something that's going to improve their financial forecast and their financial numbers over the next couple of quarters.

I think it's not the best look and it's a risky move, but I'm recommending that most of you get a Meta 1 subscription. I certainly would be if I wasn't adding to beta, I would be getting probably the advanced level I think makes sense for for most people. Not because Meta are paying me to say this, by the way. I wouldn't be able to be critical of the whole uh idea if if that was the case. This is just genuinely what I think.

And I think it's important to separate out what you should do to win versus whether or not it should exist in the first place. Like those are two different questions, right? Like do I think this is a good idea and it should have introduced? Probably not for the reasons I've already mentioned. Am I willing to pay because I think it will give me a competitive advantage? Absolutely. And that's how I think you should see it as well.

That's what advertising is. That's what marketing is, whether on metal or elsewhere. It's like it's a competition and you need to beat your competitors. And if it's a scenario where I can pay and get some increased visibility, get extra links so I can send more traffic to places that matter to my business, like I'm going to do it. As we were going through this, I was talking to my team beforehand and I was saying that if Meta introduced a no one ever gets any organic reach on Instagram unless they give a one-off payment to Meta of $100,000.

I might not agree with that, but it would be great for my business because I can afford to do that. The vast majority of people can't. and then all that available reach would be hoovered up by me and the other people that can that can afford to do it. Right? So, I do think when it comes to operating within a competitive landscape, we need to separate out that I'm going to take this action because it makes sense my business even if you don't like it.

I've been doing this long enough to know that I'm going to see this in the comments and general sentiment is going to be anger amongst the the Meta advertising community and and and even people who operate organically on the platform about this, but that doesn't mean that you shouldn't sign up for it if it's going to help your business. At the end of the day, we operate on these platforms and we have to abide by their rules and we have to gain the system and play in a way that gives us the best chance of succeeding.

And I think getting a Meta 1 subscription will probably help you do that most likely at the advanced level. And if you want my honest opinion on everything else Meta Ads related, I've just launched a new school community called my Meta Ads Academy. I've created a specific 110 plus video course that walks you through everything you need to get the best possible meta ad results. All the content is specifically recorded for that course.

It's not available on YouTube or anywhere else. I share things right from getting set up at the beginning all the way through to advanced stuff that I've never talked about um before. I'm also in the community every day. I respond to every single post in there so you can ask questions and get tailored feedback. I do live calls where you can jump on and and bring any problems or issues you're having and get information.

It costs less than a meta one subscription or most of the tiers on a meta 1 subscription. If you're interested, there is a link in the description below. hopefully click on that and I'll see you in there very