Anna VoroninaMeta taught algorithms to predict lead value before they appear. Google combined the reporting on websites and apps. TikTok declared war on bots. Telegram launched in Kazakhstan with euro accounts.
Let's break down what changed and how to use it.
Meta: Video, AI, and new placements
Meta continued developing video products and bringing ads to new channels. The platform is betting that people remember brands not from the number of impressions, but from the context in which they see them.
Reels trending ads now available to everyone
Meta officially opened the Reels trending ads format to all advertisers. The mechanics are simple: your videos are placed next to the most talked-about Reels, and AI selects topics and categories that are currently trending with your audience.
The result? 20% more people spontaneously recall the brand after watching ads in Reels—even without prompts.
Why it matters to you: If you use this format, your brand will be remembered faster. The algorithm finds the right moment and topic—you just need to create quality content.
A/B testing right inside ad sets
The new Ad Set Creative Testing feature solves an old pain point: you no longer need to create separate campaigns for A/B testing.
Choose up to five creatives, set the test duration, allocate the budget, and select the key metric. Meta automatically duplicates ads, ensures even distribution, and displays results in the Experiments interface.
Why it matters to you: You can test ideas without leaving optimization mode. This saves budget and helps you find winning creatives faster.
Threads — more than just a conversation platform
Threads now supports 4:5 format for image or video ads, as well as carousels. The best part is that brands no longer need a Threads profile—you can use an Instagram account or publish content from Facebook and Instagram through Ads Manager.
Why it matters to you: Threads becomes another channel for audience reach. You can use existing content—the barrier to entry is minimal.
AI now evaluates leads before they appear
Meta extended value rules to awareness and engagement campaigns, allowing AI to assign value estimates to leads and interactions. Simultaneously, Landing Page Views optimization was improved—tests showed a 31% reduction in cost per landing page view.
Why it matters to you: More flexibility when optimizing creatives and goals. The improved model reduces traffic costs and helps the algorithm learn faster.
TikTok: new community rules and the power of search
TikTok focused on two things: regulation and proving advertising effectiveness.
New rules — no bots or fakes
Starting September 13, TikTok introduced new rules prohibiting the use of automated tools, scripts, and bots to bypass platform systems. AI-generated content labeling is also required.
Why it matters to you: Honest advertisers can compete more easily. The platform has tightened control over dishonest tools and AI fakes, increasing audience trust.
TikTok search works better than you thought
Analytics revealed something unexpected: TikTok search drives 2.2x purchase lift for major brands, and 86% of Gen Z search for products in the app weekly.
Why it matters to you: Use Search Ads to catch demand when users are ready to act—this amplifies the effect of In-Feed campaigns. Important note: test not only branded queries but also educational ones—"how to..." or "why does...". These queries lead to engaged, purchase-ready users.
Telegram: breakthrough in Kazakhstan and new opportunities
Telegram Ads in Kazakhstan — now official
Telegram Ads officially launched in Kazakhstan. Advertisers now have a full-featured account with country targeting—meaning more formats, flexible settings, and more precise segment work.
Important detail: euro accounts can be opened, simplifying budget management and making campaign planning more predictable.
Why it matters to you: Access to Kazakhstan's rapidly growing audience through official channels, with transparent terms and stable advertising tools. Euro accounts eliminate currency risks and simplify accounting.
Audio statuses and updated BotFather
On September 1, Telegram added the option to set audio statuses in profiles. The updated BotFather allows creating and testing bots and mini-apps without code.
Why it matters to you: More expressive profiles increase time spent in the app—potential for branded content (music, jingles) grows. Simplified access to the bot and mini-app ecosystem gives businesses more opportunities for integration and advertising.
Google: hybrid, transparency, and automation
Google brought multiple improvements aimed at simplifying campaign management and unifying web and mobile traffic.
From search straight to app
Google expanded the Web to App Connect program, adding support for YouTube Ads, Hotel Ads, and Demand Gen. You can now direct users from search, shopping, Performance Max, and Demand Gen campaigns straight to your mobile app via deep links.
Why it matters to you: Using Web to App Connect can double conversions, and unified reporting saves time and helps better understand how users behave on site and in-app.
Transparency in automated campaigns
Two new rows appeared in the Keywords dashboard—AI Max expanded matches and AI Max expanded landing pages. They show traffic that AI generates based on expanded keywords and landing pages.
Why it matters to you: More transparency in automated campaigns helps understand which queries deliver results and make more precise budget allocation decisions.
Ready-made forecasts for planning
Google added ready-made forecasts to the Performance Planner tool. The system automatically groups campaigns and suggests scenarios that predict how setting changes will impact ROI.
Why it matters to you: You can forecast faster which strategies will deliver maximum returns.
Evido Updates
Transparency in working with Google Ads
A tab with financial terms appeared on the platform—you immediately see the commissions you're working with for Google Ads.
Then you choose what's more convenient: open a new Google Ads account through the platform or connect an existing one. Either way, the terms are right in front of you, and you know exactly what you're paying for.
Meta Marketing Day 2025
The Evido by Aitarget team also participated in Meta Marketing Day, where key insights about the future of advertising and AI tools in Meta's ecosystem were presented. Our insights:
- AI = not what, but how: artificial intelligence doesn't change what we do, but transforms how — from creatives and analytics to bidding and optimization.
- Attention is the new growth currency: short but frequent brand contacts generate 21% more sales than one long interaction.
- The role of content creators: partnership ads with creators reduce CPA by 19% and increase brand lift by 71%.
- The next wave — messengers and WhatsApp: 79% of users already message brands directly, and 68% of companies call business messaging a strategic priority.
Discussing the future of Telegram Ads at Digital Wave
In September, Aliya Churakova, Head of Client Success at Evido, spoke at Digital Wave 2025 in Almaty with the topic "Telegram update: effective formats, moderation, fresh cases, and latest updates".
The main focus of the presentation—how to use Telegram Ads to promote brands in the new reality: which formats deliver maximum results, how moderation works, and how to build a promotion strategy through channels and bots.
Five days after Aliya's presentation, what many were waiting for happened—Telegram Ads officially launched in Kazakhstan with a full-featured account and the ability to open euro accounts.
What's next?
Platforms are no longer just adding features—they're changing the logic of advertising. Meta bets on context, TikTok proves the power of internal search, Google connects web and mobile, Telegram expands across Central Asia.
Every update is a new growth point. The question is who will start using them first.
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