Meta: Connecting the world, empowering creativity
“Are you an AI brand or can AI help your brand increase its value and its identity?”
Eshan Ponnadurai, GVP, Consumer Marketing, Meta
For more than 20 years, Meta has been transforming how people connect, share, and create. Today, Facebook and Instagram reach over 4 billion monthly active users combined, supporting billions of interactions every day while evolving to meet cultural shiftsand technology disruptions.
Both brands stay strong in the upper part of Interbrand’s Best Global Brands, reflecting on Meta’s good strategic health. Eshan Ponnadurai, GVP of Consumer Marketing, explains that this performance stems from a dual focus: staying true to the brand’s identity while innovating to meet evolving user needs. “It’s about understanding what our brands truly stand for and using that as a framework for innovation,” he says, “while always keeping the user front and center.”
Both brands stay strong in the upper part of Interbrand’s Best Global Brands, reflecting on Meta’s good strategic health. Eshan Ponnadurai, GVP of Consumer Marketing, explains that this performance stems from a dual focus: staying true to the brand’s identity while innovating to meet evolving user needs. “It’s about understanding what our brands truly stand for and using that as a framework for innovation,” he says, “while always keeping the user front and center.”
For Facebook, this focus is evident in Marketplace, a platform that now hosts over 1 billion listings globally, enabling communities to buy, sell, and connect . Instagram has become a hub for creativity and self-expression, with over 800 million daily Stories and AI-powered tools that allow users to create high-quality short-form video content effortlessly. By listening to user behaviors and desires, Meta ensures these platforms remain both relevant and engaging.
AI is integrated thoughtfully to enhance user experiences without changing the brand’s core promise. On WhatsApp -included as a Brand to Watch in 2025 Best Global Brands report-, AI helps summarize messages, while Instagram uses AI-driven video editing tools to simplify content creation. These features demonstrate how technology can support the brand rather than define it.
AI is integrated thoughtfully to enhance user experiences without changing the brand’s core promise. On WhatsApp -included as a Brand to Watch in 2025 Best Global Brands report-, AI helps summarize messages, while Instagram uses AI-driven video editing tools to simplify content creation. These features demonstrate how technology can support the brand rather than define it.
Looking ahead, Meta works to anticipate where audiences are moving. Storytelling remains central: authentic, immersive content enables deeper engagement, bridging communities, commerce, and creativity in ways that feel personal and meaningful.
Sustained consistency, cultural relevance, and ongoing innovation are the ingredients for Meta’s brands growth. By keeping a long-term vision while adapting to what users want, Facebook and Instagram aim to expand their influence and value over time.
Sustained consistency, cultural relevance, and ongoing innovation are the ingredients for Meta’s brands growth. By keeping a long-term vision while adapting to what users want, Facebook and Instagram aim to expand their influence and value over time.
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