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- Meta Expands Access to ‘Opportunity Score’ to Help Improve Campaign Performance
Meta Expands Access to ‘Opportunity Score’ to Help Improve Campaign Performance
Meta is now highlighting its “Opportunity Score” metric to more users, via a new alert in Ads Manager.
Nikhil Wad
May 16, 2025
In partnership with
Meta Expands Access to ‘Opportunity Score’ to Help Improve Campaign Performance
Meta’s now alerting advertisers to the opportunities of its ad Opportunity Score, which aims to help advertisers with AI-based recommendations, based on overall Meta ad performance. Essentially, Opportunity Score provides a 0-100 point summary as to how well your campaign is set up to maximize performance. Essentially, Opportunity Score provides a 0-100 point summary as to how well your campaign is set up to maximize performance.
Instagram Launches First Official Use of Unlockable Reels
After it was spotted in testing last month, Instagram has now launched its first official use of lockable Reels, which enable creators to share Reels that can only be viewed by those who have a code. Creators will be able to hide their content behind a lock code, with a prompt for users to “Enter secret code” to view the content. As noted, Instagram tested this out on its Design profile early last month, and now, the Weeknd has activated the first official usage of the feature, with the musician launching a clip from his film “Hurry Up Tomorrow” that’s hidden behind a lock code.
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TikTok Adds Option to Activate Customer DMs During Live-Streams
TikTok’s rolling out another way for live-streamers to generate direct leads from their broadcasts, with the option to switch on DMs during live-streams. TikTok is now informing live-stream creators that they can activate DMs during streams via a “LIVE setup for client acquisition” menu within the broadcast options. That’ll then add a message CTA button within your broadcast, so that viewers can quickly and easily get in contact during the stream. Which could be a good way to generate leads, and spark more interest during your TikTok LIVEs.
X’s Community Notes Reaches 1 Million Contributors
While it’s not perfect, and it remains a contentious element for a range of reasons, X’s Community Notes program continues to expand, with a million X users now actively contributing to its Notes submission and approval process. That’s a lot of community input, which is crucial to the effective operation of the Community Notes model, while as you can see in the clip above, X is also touting the fact that both Meta and TikTok have also moved to implement similar Community Notes-style approaches to complement their own moderation systems.
US China Trade Deal Could Break TikTok-US Impasse
The U.S. government has announced that it’s agreed to a tariff reduction on Chinese imports, effectively pausing an escalating trade war between the nations, and enabling markets to breathe a sigh of relief amid worsening impacts. And it could also enable talks on a U.S. TikTok deal to go ahead, which the Chinese government had effectively put on hold while the U.S. sought to increase pressure on the nation.
Meta Outlines Advancing 3D Object Creation Process
Meta has outlined the next element of its evolving VR asset generation model, which will enable any VR user to create a fully immersive environment, by simply speaking things into existence. Called AssetGen, Meta’s latest system enables VR users to create complex 3D objects from text and image prompts. AssetGen is an advance in 3D world generation, enabling users to build out their experiences with complex, high-quality 3D items.
TikTok Adds New Option to Animate Still Images with AI
TikTok’s launching a new AI-powered feature that’ll enable you to turn any static image into a video clip via your TikTok Story. TikTok’s new “AI Alive” option will digitally animate your static images, turning them into videos based on your image source. TikTok says that AI Alive, available within TikTok’s Story Camera, will use “intelligent editing tools” to transform static images into “captivating, short-form videos enhanced with movement, atmospheric and creative effects.”
LinkedIn Facing Job Cuts as Microsoft Rationalizes Costs
LinkedIn is facing more job cuts, with parent company Microsoft announcing that it’s culling around 6,000 roles, or 3% of its global workforce, to “reduce management layers.” And LinkedIn jobs will be impacted. How many, exactly, Microsoft hasn’t said, but it has noted that LinkedIn will be included in the cuts. This comes after Microsoft posted a better-than-expected $25.8 billion in the most recent quarter, with LinkedIn seeing a 7% increase in revenue year-over-year.
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