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July 04.2025
1 Minute Read

Optimizing Meta Ad Campaigns: From Engagement Objectives to New Social Information Settings

Did you know that social proof through comments, likes, and shares can dramatically lower your ad costs and increase conversions? In the world of Meta advertising, harnessing engagement effectively is the key to igniting your campaigns. This comprehensive guide from Alvaro Berrios of Alvaro Berrios Digital will walk you step-by-step through traditional engagement objectives and unveil Meta’s new social information settings —a game-changing feature designed to accelerate comment accumulation and optimize your ad performance.

Innovative digital marketing strategist analyzing Meta ad campaign data during optimizing Meta ad campaigns

Startling Impact of Social Proof on Meta Ads Campaigns

Social proof is much more than just a buzzword—it's the secret weapon behind many successful Meta ad campaigns. When users scroll through their feed, seeing ads with multiple likes, comments, and shares naturally draws more attention. This phenomenon not only attracts eyeballs but also influences the platform’s algorithm to favor your ad, reducing your cost per thousand impressions (CPM) and thus saving you money on every step of your marketing funnel.

As Alvaro Berrios, Meta Ads Specialist , explains, "That type of engagement — likes, comments, and shares — is fuel for your campaign, like strong jet fuel that ignites your campaign and takes it to the next level. This engagement acts as social currency, enhancing trust and credibility for your ads, making users more likely to interact, convert, or share your brand offering."

Understanding Traditional Engagement Objectives in Meta Ads

Professional marketer comparing charts of engagement types on Facebook ads for optimizing Meta ad campaigns

How Engagement Objectives Work in Ads Campaigns

Traditionally, advertisers aiming to gather social proof have employed the "engagement" campaign objective. This objective broadens the interaction types it optimizes for, including likes, comments, shares, and even video views. The goal is to increase overall engagement metrics, which the algorithm can use to boost the ad’s visibility and lower CPMs. While this method does generate interactions, advertisers often face a significant drawback when focusing specifically on comment growth.

Meta's engagement optimization views all engagement types as equal signals. For example, a user might pause briefly on a video (counted as engagement) without leaving a visible comment or reaction that works as social proof. Since comments are one of the strongest trust indicators to subsequent viewers, relying solely on the broad engagement objective doesn't guarantee the quality or visibility of comments necessary to significantly enhance campaign performance.

Challenges with Using Engagement Objectives for Comment Growth

Marketer frustrated by low comment count on a Facebook ad dashboard while optimizing Meta ad campaigns

Despite accumulating thousands of engagements over time, many advertisers find the actual comment count stagnant or disappointingly low. This is primarily because the engagement objective optimizes to reduce costs across all engagement types equally, not specifically targeting comments. As Alvaro Berrios points out, “When you optimize for engagements, there’s no visible metric of comment growth — you just get a mix of likes, views, and shares.” Thus, it becomes challenging to build the social proof momentum that comments uniquely provide. This limitation often stalls campaigns that rely heavily on comment-driven engagement to sway buyer decisions.

Introducing Meta’s New Social Information Feature for Optimizing Meta Ad Campaigns

Meta Ads Specialist notes, This new feature will make it easier and faster for you to accumulate comments in your ads, giving you that jet fuel and hopefully faster results.

Recently, Meta introduced an innovative setting within Ads Manager called the Social Information feature . This setting allows advertisers to combine likes and reactions across similar ads within their campaigns or even across multiple campaigns sharing similar ad copy and images. This accumulation magnifies social proof and accelerates engagement visibility — helping ads gain traction faster and perform more efficiently.

How to Enable the Social Information Setting in Ads Manager

Close-up of a hand enabling social information setting in Ads Manager for optimizing Meta ad campaigns

To activate this powerful new feature, navigate to the hamburger menu in your Meta Ads Manager and select Advertising Settings . If you’ve not explored this section before, you’re in for a treat. Here, find the setting labeled Social Information which controls how Meta displays likes, follows, and other engagement metrics on your ads. Simply enable Combine likes and reactions for similar ads to start aggregating engagement data across ads that have consistent or similar creative elements and copy.

Practical Examples of Social Information Combining Across Campaigns

Dynamic digital marketing dashboard showing combined social engagement metrics in optimizing Meta ad campaigns

Imagine you are marketing two supplement products — a pre-workout and a recovery formula — with closely related ad copy and similar visuals. With the Social Information setting enabled, comments on one ad, such as “I love this supplement, it helps my workouts,” can also appear as engagement on the other ad, boosting perceived popularity across campaigns. This cross-pollination of social proof provides a noticeable lift, particularly benefiting small businesses struggling to build engagement organically across several campaigns simultaneously.

Benefits of Using Meta’s Social Information Feature for Facebook Ad Optimization

Lower CPMs and Cost Efficiency in Ads Campaigns

One of the most immediate and measurable benefits of enabling the Social Information setting is the reduction of CPMs. The Meta ad delivery system favors ads with higher engagement, and by aggregating likes, comments, and shares from multiple campaigns, the ad’s social proof appears more substantial. This higher engagement signal lowers your bidding costs, meaning you get more impressions and conversions for less spend. Advertisers quickly see savings materialize across the entire sales funnel, from lead generation to final sales.

Enhanced Social Proof to Boost Conversion Campaigns

Engaged social media users interacting with Facebook ads on mobile devices during optimizing Meta ad campaigns

Social proof is a critical factor in driving conversions, especially for high-consideration purchases. When users witness visible eagerness from others — in the form of vivid comments, likes, and shares — it amplifies trust and helps break down purchase resistance. Meta’s new setting builds this social proof more organically and effectively, boosting the conversion rates of your campaigns by leveraging user interactions that otherwise would be dispersed across separate ads or campaigns.

Common Misconceptions and Limitations of Meta’s New Feature

Thoughtful business owner considering Meta ad feature limitations in optimizing Meta ad campaigns

Visibility of Comment Origins and Tracking Challenges

While the Social Information feature offers significant advantages, there are some nuances to be aware of. Advertisers often ask whether it's possible to trace which specific campaign or ad originally generated particular comments once they’re pooled across similar ads. Currently, this tracking isn’t transparent, meaning you may not know exactly where each comment stemmed from. While this may complicate detailed conversion attribution, the overall uplift in engagement metrics generally outweighs this limitation.

Moreover, not all businesses will benefit equally. Ads with widely divergent copy or creative across campaigns won’t aggregate social information effectively, limiting the feature's utility for brands with very diverse ad experiments.

Actionable Tips to Optimize Your Facebook Ads Using the New Social Information Settings

Digital marketing expert giving step-by-step advice for optimizing Meta ad campaigns

Aligning Ad Copy and Creative Across Campaigns

To unlock the full potential of Meta’s Social Information feature, ensure that your ad copies and creatives are consistent or highly similar across related campaigns. This consistency allows Meta’s algorithm to link social proof between ads seamlessly. For example, use standardized images and messages when promoting related products or services, enabling likes and comments to cascade and compound across campaigns, driving stronger overall engagement.

Monitoring and Adjusting Campaigns for Optimal Engagement

Regularly review your ads’ performance focusing on engagement trends and CPMs when the setting is enabled. If you notice certain ads gaining significant traction, consider expanding similar ad sets or adjusting underperforming ones to match the copy and creative style. This approach maintains the aggregation effect and maximizes social proof benefits. Remember, social proof acts as ongoing “jet fuel,” so optimizing for sustained engagement is critical for long-term campaign success.

People Also Ask: FAQs on Meta Ads and Campaign Optimization

Diverse marketing professionals discussing Facebook ad strategies in optimizing Meta ad campaigns

How to use Meta ads effectively?

Use a clear objective aligned with your business goals, leverage engaging ad creatives, and consistently optimize based on performance data. Employing social proof features, like Meta’s new Social Information setting, boosts trust and lowers costs.

How to run a successful Meta campaign?

Define your target audience precisely, select suitable campaign objectives (such as engagement or conversion), test multiple ad creatives, and optimize budgets to maximize ROI.

Is $1000 enough for Facebook ads?

Yes, $1000 can be a sufficient starting budget, especially if campaigns are well-targeted and optimized with cost-saving features like the Social Information setting to improve engagement and reduce CPMs.

How to increase ROI on Facebook ads?

Focus on high-quality creative, audience segmentation, and continuously optimize based on data insights. Utilize engagement features and test social proof mechanisms to build trust and conversion rates.

Key Takeaways for Optimizing Meta Ad Campaigns

  • Social proof through comments and likes significantly enhances ad performance and lowers costs.

  • Traditional engagement objectives may not guarantee comment growth, limiting social proof benefits.

  • Meta’s new social information feature combines likes and comments across similar ads to accelerate engagement.

  • Enabling this feature is simple and can save money by reducing CPMs and improving conversion rates.

  • Aligning ad copy and creative across campaigns maximizes the effectiveness of this new setting.

Feature

Benefit

Impact on Campaigns

Engagement Objective

Broad engagement types

Limited comment growth

Social Information Setting

Combines likes/comments across ads

Faster social proof accumulation

Lower CPMs

Algorithm favors engaged ads

Cost savings and better ROI

Similar Ad Copy

Enables comment sharing

Enhanced trust and conversions

Conclusion: Embrace New Meta Features to Optimize Your Facebook Ads Campaign

Confident advertiser celebrating successful Facebook ads results in optimizing Meta ad campaigns

Alvaro Berrios sums it up perfectly: Make sure you enable this feature in your ad account to start benefiting from faster comment accumulation and lower CPMs — it’s a game changer for optimizing Meta ad campaigns. Incorporating Meta’s new Social Information setting into your strategy can turbocharge your ads beyond traditional engagement objectives, creating more compelling social proof, reducing costs, and driving better overall performance. The future of Meta advertising is here—embrace it to stay ahead of the competition.

Call to Action

Ready to elevate your Meta ad campaigns with the latest tools and strategies? Enable the Social Information setting today in your Ads Manager and watch your engagement soar while cutting down advertising costs. For personalized guidance, contact Digital Marketing All and explore our expert Facebook campaign management packages tailored to your business size and goals. Start optimizing Meta ad campaigns like a pro and fuel your business growth now!

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Combine organic tactics with targeted Facebook ads to speed up growth while maintaining authenticity.How do I get 1000 followers on my Facebook page?Reach 1000 followers by inviting friends, leveraging groups, hosting engaging live sessions, sharing user-generated content, and actively promoting your page on other social media channels. Authentic stories, contests, and regular interaction make your page irresistible for new followers.What is the 3 second rule on Facebook?The 3 second rule means you have just three seconds to grab viewers’ attention as they scroll through the news feed. Use eye-catching visuals, bold text, and clear calls to action in your Facebook posts and videos to hold their interest from the start.How do I attract people to my Facebook page?Attract people by offering value—share tips, advice, exclusive promotions, or behind-the-scenes glimpses. Actively interact with followers, run fun contests, and join local or niche Facebook groups to drive interest and build trust, turning casual viewers into dedicated fans.FAQs: Grow Facebook Page Beyond ExpectationsHow often should I post to grow my Facebook page?Aim to post at least three to five times per week. Regular posting keeps your page active and your audience engaged, but always prioritize quality over quantity by sharing valuable, relevant content each time.What type of content works best for small business pages?Photos, short videos, customer testimonials, success stories, and behind-the-scenes updates perform best. Content highlighting community involvement and special offers is especially powerful for small businesses seeking to build local buzz.Is it better to use a Facebook business page or group for marketing?Both offer advantages: a business page is essential for branding and promotion, while groups foster closer communities and sustained interaction. Use both together—tie your group to your page for optimal marketing strategy.How can I measure engagement rate and organic reach accurately?Use Facebook Insights to track likes, shares, comments, and the number of people reached. Divide post engagement actions by total reach to get your engagement rate percentage, comparing across different post types for insight.Final Thoughts: Start Your Journey to Grow Facebook Page TodayGrowing your Facebook page fast takes a smart marketing strategy, consistent action, and a willingness to adapt to changes in the news feed and Facebook algorithm. Ready for the next step? If you need help growing your Facebook page, give us a call. 207-710-1449If you’re eager to take your Facebook growth even further, consider expanding your marketing toolkit with proven strategies that drive business success across all digital channels. Discover a wealth of actionable marketing tips and advanced tactics in our comprehensive guide on marketing strategies to grow your business. Whether you’re refining your social media approach or looking to boost your overall online presence, these insights will help you unlock new levels of engagement and sustainable growth for your brand.Contact Us: Expert Help to Grow Facebook PageLooking for personalized advice or hands-on help? Connect with our team of Facebook growth experts today and unlock your business’s potential!To further enhance your understanding of effective Facebook page growth strategies, consider exploring the following resources:“10 Ways to Grow Your Facebook Following”: This article provides practical tips on increasing your Facebook page’s reach and engagement, including strategies like sharing original content and tagging your page from your personal profile. (socialmediaexaminer.com)“How to Grow Your Facebook Audience”: This guide offers insights into audience engagement techniques, such as participating in Facebook groups and utilizing Facebook Live to connect with your community. (uschamber.com)By implementing the strategies outlined in these resources, you can effectively expand your Facebook page’s reach and foster a more engaged audience.

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