Meta published a holiday advertising playbook urging brands to build trust early through Reels and creator content before the Q4 peak, then convert shoppers with its AI-powered Advantage+ and omnichannel tools. It draws on Meta-commissioned research claiming 82% of consumers need to trust a brand before buying while 79% weigh convenience at purchase, and that 85% of global holiday shoppers use Meta apps weekly, with creators cited as the main trust driver. The framework, “hearts earn the right, carts close the deal,” maps each claim to a Meta ad format and lays out a phased Q2-to-Q4 buying calendar.
