Investors eye sustained double-digit growth as Instagram engagement climbs and AI tools sharpen campaign performance
Meta Platforms Inc. is expected to post another robust quarter this week, as its strategic deployment of artificial intelligence (AI) continues to fuel advertising growth and deepen user engagement across its platforms. With Instagram usage on the rise and brands leveraging smarter ad tools, Meta’s momentum appears intact—even amid rising competition and regulatory scrutiny.
According to eToro’s Global Market Analyst Lale Akoner, Meta’s AI-powered ad targeting and campaign analytics are delivering measurable value: “Meta has been riding a wave of advertising growth, supported by smarter AI tools that help brands target users more effectively and measure campaign results.”
The upcoming earnings report will be closely watched for signs of sustained double-digit growth and positive guidance heading into the holiday season—traditionally Meta’s strongest period. Analysts cite disciplined cost management and operational efficiency as key factors bolstering investor confidence, even as Meta continues to invest heavily in AI and virtual reality.
Still, the company faces headwinds. Emerging video platforms like Nano Banana and Sora 2 are vying for user attention, while global regulators intensify scrutiny of digital advertising practices. Akoner notes that Meta’s ability to navigate these challenges will be critical: “Its combination of innovative ad tools, strong engagement metrics, and focus on efficiency positions it well for growth.”
As AI reshapes the digital landscape, Meta’s performance this quarter may signal how well it can scale its platforms—and its profits—under increasing complexity.
