Meta Platforms’ income elevated 22% 12 months over 12 months for a complete of $47.52 billion in Q2 2025, in line with an earnings assertion, beating Wall Avenue expectations. The net commerce vertical was the most important contributor to year-over-year development in advert income, with a “significant p.c” of its advert income coming from campaigns utilizing the corporate’s generative synthetic intelligence (AI) options, CEO Mark Zuckerberg stated on an earnings name.
The tech big attributed the robust efficiency of its underlying promoting enterprise to the facility of AI to drive larger effectivity. Enhancements to its AI-powered advice engine for adverts and content material has pushed extra advert conversions on Instagram (roughly 5%) and Fb (3%) and led to will increase in time spent on each platforms.
By the numbers
22%
12 months-over-year proportion improve of Meta’s Q2 income, which was $47.52 billion. Income grew 16% in Q1
11%
12 months-over-year proportion improve in advert impressions delivered throughout Meta’s Household of Apps, up from 5% in Q1
3.48B
Household every day energetic individuals (DAP) on common in June 2025, up 6% 12 months over 12 months
Meta’s sturdy development demonstrates that the corporate not solely weathered the uncertainty that has roiled all the financial system, however may maybe profit from it, as entrepreneurs seemed for decrease value, increased performing promoting, in line with eMarketer senior analyst Minda Smiley.
“Its robust quarter indicators that the broader digital promoting market may not but really feel the ache from tariffs, although that would change. And Meta, with its large userbase and savvy promoting platform, is prone to fare higher than smaller social networks ought to advertiser pullbacks set in later this 12 months,” Smiley stated in emailed feedback.
Adoption of generative AI advert artistic instruments continues to develop, with almost 2 million advertisers utilizing video era options Picture Animation and Video Growth. Textual content era instruments are additionally producing robust outcomes, in line with the corporate.
Whereas the enlargement of AI is driving development throughout the corporate’s income facilities, it’s also rising bills, which Meta now expects to be within the vary of $114 to $118 billion for the total 12 months — a development charge of 20% to 24% 12 months over 12 months. Infrastructure is the most important single driver of development.
Regardless of the excessive value, Meta remains to be full-steam forward on AI, with Zuckerberg utilizing each the earnings name and a separate message on social media to hype the subsequent stage of the expertise. Meta believes that superintelligence, outlined as AI that surpasses human intelligence, is now in sight.
“Meta’s imaginative and prescient is to carry private superintelligence to everybody — so that individuals can direct it in direction of what they worth in their very own lives. We imagine this has the potential to start an thrilling new period of particular person empowerment,” Zuckerberg stated on the decision.
