Meta Platforms’ revenue increased 22% yr over yr for a complete of $47.52 billion in Q2 2025, in response to an earnings statement, beating Wall Street expectations. The online commerce vertical was the biggest contributor to year-over-year growth in ad revenue, with a “meaningful percent” of its ad revenue coming from campaigns using the corporate’s generative artificial intelligence (AI) features, CEO Mark Zuckerberg said on an earnings call.
The tech giant attributed the strong performance of its underlying promoting business to the ability of AI to drive greater efficiency. Improvements to its AI-powered suggestion engine for ads and content has driven more ad conversions on Instagram (roughly 5%) and Facebook (3%) and led to increases in time spent on each platforms.
By the numbers
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22%
Year-over-year percentage increase of Meta’s Q2 revenue, which was $47.52 billion. Revenue grew 16% in Q1
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11%
Year-over-year percentage increase in ad impressions delivered across Meta’s Family of Apps, up from 5% in Q1
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3.48B
Family day by day energetic people (DAP) on average in June 2025, up 6% yr over yr
Meta’s robust growth demonstrates that the corporate not only weathered the uncertainty that has roiled the complete economy, but could perhaps profit from it, as marketers searched for lower cost, higher performing promoting, in response to eMarketer senior analyst Minda Smiley.
“Its strong quarter signals that the broader digital promoting market may not yet feel the pain from tariffs, though that might change. And Meta, with its massive userbase and savvy promoting platform, is more likely to fare higher than smaller social networks should advertiser pullbacks set in later this yr,” Smiley said in emailed comments.
Adoption of generative AI ad creative tools continues to grow, with nearly 2 million advertisers using video generation features Image Animation and Video Expansion. Text generation tools are also generating strong results, in response to the corporate.
While the expansion of AI is driving growth across the corporate’s revenue centers, it is usually growing expenses, which Meta now expects to be within the range of $114 to $118 billion for the total yr — a growth rate of 20% to 24% yr over yr. Infrastructure is the biggest single driver of growth.
Despite the high cost, Meta remains to be full-steam ahead on AI, with Zuckerberg using each the earnings call and a separate message on social media to hype the subsequent stage of the technology. Meta believes that superintelligence, defined as AI that surpasses human intelligence, is now in sight.
“Meta’s vision is to bring personal superintelligence to everyone — so that folks can direct it towards what they value in their very own lives. We imagine this has the potential to start an exciting recent era of individual empowerment,” Zuckerberg said on the decision.
