Meta is rolling out a series of updates that are reshaping how brands can run campaigns across Facebook, Instagram, and WhatsApp. For Indian advertisers, especially those targeting premium audiences or regulated sectors, these changes are significant. Here’s a quick breakdown of what’s new and how you can adapt.
1. Household Income Targeting Now in India
One of the biggest announcements is that Household Income Targeting (HHI), previously available only in the US, is now live in India.
- You can now target the Top 5%, 10%, 25%, and 50% income households.
- This is a major win for luxury, premium, and niche brands that need sharper segmentation.
- Expect more efficient ad spends when running campaigns for high-value products.
2. Changes in Targeting Options
- Meta is removing detailed targeting exclusions (like filtering out specific interests).
- Many interest categories are being consolidated into broader groups.
- The shift means advertisers will rely more on Meta’s algorithm than micro-targeting.
Takeaway: Your creative and messaging will now play a bigger role in grabbing the right audience’s attention.
3. Ads Coming to WhatsApp
WhatsApp is opening up new ad opportunities:
- Ads will appear in the Updates tab (where users see status and channels).
- Business accounts can also leverage subscriptions and promotional tools for channels.
Why it matters: With WhatsApp being India’s most widely used messaging app, this creates a direct way to reach users without leaving the app they trust the most.
4. Policy & Compliance Updates
- Financial ads (stocks, investments, fintech) now require SEBI verification before going live.
- This ensures only verified advertisers can promote investment-related products.
Tip: If you’re running campaigns in finance, get your compliance sorted early to avoid disruptions.
5. Smarter Reporting & Automation
- Ads Manager now allows conditional formatting to quickly spot performance gaps.
- Landing Page View optimization no longer requires a Pixel, making it easier for smaller businesses to run campaigns.
- Meta is also moving toward full AI-driven campaign automation by 2026—from creative generation to targeting.
What Indian Advertisers Should Do Next
✅ Test Household Income Targeting for premium campaigns.
✅ Audit old campaigns that rely on detailed exclusions and shift to broader audiences.
✅ Start experimenting with WhatsApp ad placements.
✅ Double-check compliance if you’re in regulated sectors like finance.
✅ Focus on creative excellence—since targeting controls are fewer, your visuals and messaging will drive performance.
Final Thought
Meta’s updates signal a clear direction: less manual control, more automation, and more reliance on AI and creative quality. For Indian marketers, this is both a challenge and an opportunity. Those who adapt early will enjoy sharper targeting, broader reach, and better campaign efficiency.
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