Some advertisers are noticing a new feature that combines likes and reactions for similar ads within their Advertising Settings under a section called Social Information. This feature allows Meta to consolidate likes and reactions across multiple ads if the text and images are similar, with the default setting enabling this option account-wide.
The enhancement aims to strengthen social proof by consolidating engagement metrics, which can often be diluted across various ad variations. However, there are uncertainties regarding its application, such as whether it applies to placement variations or only separate ads, the degree of similarity required for images and text, and whether both elements need to be similar or just one. The effectiveness of this feature remains to be seen, and users are encouraged to check if they have access to this setting.
