Meta Ads Are Changing. Here’s What Still Works in 2025

The Meta ad landscape in 2025 looks different than it did even a year ago. Algorithms are smarter, ad costs are higher, and what used to work just... doesn't. For indie beauty brands especially, where every dollar matters, it's easy to wonder if Meta ads are still worth it.

They are. But not in the way most people think.

The Shift We're Seeing

Meta's shift toward broad targeting and AI-led optimization has changed the role of paid media. Advertisers now have less control over who sees their ads and more responsibility for what those people experience.

That means creative isn't just important. It's everything.

What’s Not Working Anymore

• Over-targeting. Trying to narrow your audience too much can now backfire, limiting Meta's ability to learn and optimize.

• Early-stage conversion goals. Brands are setting purchase objectives before they've built any audience trust or awareness.

• Ad formats that scream "ad." Content that looks overly polished or disconnected from platform culture tends to underperform.

What Still Works (and Why)

• Founder-led storytelling. People follow people. Videos where founders show up, talk about the brand, or share behind-the-scenes moments are converting better than generic product spots.

• Broad targeting + smart creative. Let Meta do the targeting. Focus your energy on visuals and messaging that are native to the platform and aligned with your brand's voice.

• UGC with a clear hook. Not just "here's this product I tried," but short, emotionally-driven narratives that answer: Why should I care?

• Dynamic creative testing. Instead of guessing what will work, brands are feeding multiple versions of copy, visuals, and calls to action into Meta's system, then letting performance data guide decisions.

• Consistency. One good ad won't move the needle. Brands seeing traction are publishing fresh creative weekly, often rotating in variations on what's already performing.

The Real Levers in 2025

• Creative strategy is the new media buying. You can't separate content from performance. Winning brands are treating ad creative like product development: iterative, intentional, and insight-led.

• Performance loops between organic + paid. What performs well organically often becomes the base for paid. The feedback loop between the two is where the real efficiency happens.

• Mobile-optimized landing pages. Fast, clean, and conversion-focused. If your PDP or quiz page takes more than 3 seconds to load, you're paying for clicks that won't convert.

A Note for Indie Brands

You don't need a massive budget to compete. But you do need to be clear on what you're saying, who you're saying it to, and why it matters. In 2025, smart beats spend. Every time.

Curious if your Meta ads are actually working? We help indie beauty brands build creative-led strategies that convert. Reach out to see how we can support your next campaign. Let’s talk.