Training Example: Meta for Developers – Review the Data, Give Your Score & Compare to the Real AI Evaluation

What’s next for business messaging and AI? Watch the Conversations keynote live on June 3.Register now
[H1] Social technologies
Build technologies that help people connect, find communities and grow businesses.
[H3] Get started
Explore all productsBrowse documentationDeveloper toolsGet support
[H2] What's new
[H2] Build with us
Learn more about our social technologies solutions that can help you create, grow and connect across Facebook, Instagram, Messenger, WhatsApp, and Threads.FacebookMessengerInstagramWhatsAppThreadsSUCCESS STORIES
[H3] 200M+ businesses use our services every month to connect with customers and grow.
[H4] Avid
Empowers media creators with innovative technology and collaborative tools to entertain, inform, educate and enlighten the world. Learn more
[H4] Universal Pictures
Engaging fans through interactive multimedia messaging campaigns.Learn more
[H4] Housing Development Finance Corporation
Developing a faster, simpler and convenient way to help customers determine their home loan eligibility.Learn moreView success stories
[H2] Explore all our products
Social technologies offer a wide range of solutions that can help you grow, build community and monetize your apps.Ads and MonetizationReach billions of people with Meta ads and monetization solutions to grow your business.OverviewArtificial IntelligenceUtilize industry-leading open and accessible AI tools for scale.OverviewAuthenticationImplement convenient and secure authentication methods, supported by robust authorization protocols.OverviewBusiness MessagingDo more with conversations by getting the right messages to the right people at the right time.OverviewGamingAccess a suite of innovative gaming platforms and services.OverviewOpen SourceEmpower the community through open source technology.OverviewSocial IntegrationsConnect with and engage billions of people using our Meta technologies with our social integrations.OverviewExplore all products
[H3] Latest news
[IMG: Featured Card Image: Ads Insights API Metric Availability Updates]
[H6] OCTOBER 16, 2025
[H3] Ads Insights API Metric Availability Updates
We continuously review the metrics we offer advertisers to ensure that they are accurate, intuitive, and valuable. To continue meeting our high standards, we will limit availability for certain metrics’ available attribution windows and breakdowns in the Ads Insights API beginning on January 12, 2026. Below, please find details relevant to the...Business Tools, 2025
[IMG: Featured Card Image: Introducing Graph API v24.0 and Marketing API v24.0]
[H6] OCTOBER 8, 2025
[H3] Introducing Graph API v24.0 and Marketing API v24.0
Here are the highlights of the new GAPI/MAPI changes below for V24. Please visit our changelog for a complete list of changes and details.General Updates...Business Tools, 2025, Graph API, Marketing API
[IMG: Featured Card Image: Introducing Limited Spend on Excluded Placements in Marketing API]
[H6] OCTOBER 8, 2025
[H3] Introducing Limited Spend on Excluded Placements in Marketing API
Starting October 8th, we’re rolling out a new feature within placements that allows up to 5% of your spend to be allocated for each excluded placement—when it’s likely to improve performance. This update provides you with flexibility to have some delivery to specific placements, without requiring you to completely remove placements from your...Business Tools, 2025, Marketing APIMore on the blog
[H3] Get our newsletter
Sign up for monthly updates from Meta for Developers.Sign up

[H1] View all products
Learn more about how these products will help you grow, build community and monetize your apps.

Success StoriesThreads APIAvid
[H3] Threads API
[H1] Avid
Empowers media creators with innovative technology and collaborative tools to entertain, inform, educate and enlighten the world.Start Building
[H3] Avid Technology
Brand
[H3] Hootsuite
Partner
[H3] SUCCESS STORY
Discover how Avid Technology leveraged Hootsuite to enhance its social media strategy on Threads, achieving a 280K increase in followers and saving an average of 20 hours per month. By focusing on user engagement and strategic content creation, Avid fostered brand loyalty and encouraged product adoption, making Threads their fastest-growing social media channel.280K Increase in Followers* 20Hours Saved Per Month from using Hootsuite*1.9MAccount Views on Threads* 20KInteractions on Threads* *Results are from a 90 day span between July 1st and September 30th 2024, and are self-reported and not identifiably repeatable. Generally, expected individual results will differ.
[H3] THEIR STORY
[H2] Pioneering Innovation in Media Creation and Collaboration
Avid Technology empowers media creators with comprehensive solutions to make, manage, and monetize celebrated video and audio content. Their tools have shaped the industry from iconic movies and binge-worthy TV series to network news, sports, recorded music, and live stage performances. Over 30 years ago, they pioneered nonlinear digital video editing, and today, individual artists, creative teams, and organizations worldwide subscribe to their powerful tools, collaborating securely in the cloud. Avid continues to innovate, enabling editors, musicians, producers, journalists, and other content creators to bring their stories to life.
[H3] THEIR GOAL
[H2] Avid's Strategic Launch on Threads to Engage and Educate New Audiences
Avid sought to build meaningful connections with new audiences on Threads to foster brand loyalty and encourage the adoption of their products. They aimed to engage with early adopters by launching all eight of their profiles on Threads' first day, spanning different product areas and languages. The goal was to capture audiences' attention across three strategic content pillars: inform, educate, and entertain, while prioritizing user experience over self-promotion.
[H3] THEIR SOLUTION
[H2] Maximizing Social Strategy
Avid leveraged Hootsuite, a social media performance engine and Meta Business Partner, to maximize their social strategy on Threads. Hootsuite provided Avid with a comprehensive view of their profiles, enabling the team to streamline drafting, scheduling, and publishing efforts. This approach freed up resources for more strategic, creative ideation and personalized audience engagement. Using analytics, Avid identified and prioritized content that resonated most with its audience, deepening this relationship and fostering long-term brand loyalty.Empowers media creators with innovative technology and collaborative tools to entertain, inform, educate and enlighten the world
[H3] THEIR SUCCESS
[H2] Avid's Remarkable Growth on Threads: Achieving Milestones with Hootsuite
280K Increase in Followers*: In just 15 months, Threads became Avid's fastest-growing social media channel ever 20 Hours Saved Per Month*: Hootsuite's drafting, scheduling, and posting functionality saved a significant amount of time, with an estimation of over 20 hours saved every month1.9M Account Views and 20K Interactions*: Achieved on Threads between July 1st and September 30th (90 days) *Results are from a 90 day span between July 1st and September 30th 2024, and are self-reported and not identifiably repeatable. Generally, expected individual results will differ. Hootsuite's automation has freed up valuable time, enabling us to focus on creating higher-quality content and strategically scheduling messages to reach broader audiences. Moving forward, we aim to enhance interactivity by engaging with our audience through questions, polls, and feedback—fostering ongoing conversations and driving continuous growth.
[H2] Wim Van den Broeck
Social Media Manager We're not just keeping up with the social media landscape; together in partnership with Meta, we're shaping it. At Hootsuite, we empower our customers to be at the forefront of social connection. That's why being among the first to integrate with Meta's Threads API was a no-brainer. We're putting the power of Threads in the hands of businesses, helping our customers unlock the value of their social media relationships and drive social performance.
[H2] Sadaf Manoussi
Senior Director, Strategic Partnerships & Business DevelopmentPRODUCTS USED
[H2] Threads API
Enable creators and businesses to manage their Threads presence at scale and share inspiring content with their communities. Learn More Related Stories

Success StoriesMessenger APIUniversal Pictures
[H3] MESSENGER API & MESSENGER API FOR INSTAGRAM
[H1] Universal Pictures
Engaging fans through interactive multimedia messaging campaigns Start Building
[H3] Universal Pictures
Brand
[H3] Amplify.ai
Partner
[H3] SUCCESS STORY
Universal Pictures uses marketing messages in Instagram, Messenger, and WhatsApp to build fan engagement and generate ticket sales for its Blumhouse film M3GAN through interactive multimedia content that drives high opt-in, content views, and engagement rates. 92% read rate of marketing messages* 59% engagement rates for marketing messages* +14.1 point lift in awareness campaign2x higher intent to see the movie than industry norm*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
[H3] THEIR STORY
[H2] An entertainment giant
Universal Pictures is one of Hollywood’s “Big Six” studios, releasing some of the highest grossing, most critically acclaimed films of all time. For over 100 years, Universal Pictures has delighted audiences with iconic characters ranging from Spartacus to Dracula to the creatures of Jurassic Park. Universal Pictures is a U.S. film studio, owned by Comcast through its wholly owned subsidiary NBCUniversal.
[H3] THEIR GOAL
[H2] Turning the “queen of memes” into a box office hit
Universal Pictures wanted to build buzz before the January 2023 release of the Blumhouse killer doll thriller M3GAN. Understanding that it had a viral sensation in the titular character, the studio was eager to sustain relationships with fans by creating multimedia experiences that inspired word-of-mouth recommendations to encourage ticket sales.
[H3] THEIR SOLUTION
[H2] Creative, interactive messages
When teams at Universal Pictures first saw the title character of Blumhouse’s horror-thriller film M3GAN – a marvel of artificial intelligence programmed to protect a little girl at any cost – they knew they had a hit on their hands. In advance of the film’s January 2023 release, Universal set out to make M3GAN a household name. The studio wanted to reach fans where they’re increasingly finding much of their content, right on their phones. The studio partnered with digital storytelling firm Addison Interactive to create a unique multimedia campaign centered around the lethal A.I. doll. Addison Interactive brought on Amplify.ai, a conversational platform AI company to assist in creating a multi-phase approach to fan engagement over marketing messages in Messenger, Instagram, and WhatsApp that mirrored themes from the film. Based on the viral success of the film’s first trailer, fans that liked posts featuring M3GAN doing her signature pinwheeling dance received the creepy delight of a direct message from M3GAN herself. With the private replies feature, Universal sent those fans a direct message from M3GAN inviting her “besties” to subscribe to marketing messages in Messenger or Instagram. Using Ads that Click to Messenger and Ads that Click to Instagram, the studio invited fans to opt-in to marketing messages that sparked buzz related to the film – in addition to growing its contact list of interested moviegoers organically. Universal also partnered with Meta to measure the effectiveness of its ad campaign. A brand lift study determined that the MeetM3GAN Ads that Click to Messenger campaign delivered results significantly higher than industry average: 20-point lift in ad recall, 14.1-point lift in awareness, and 5.1-point lift in intent to see the film in theaters on opening weekend. The entertainment company also found that the Messenger ad strategy – combining “business as usual” campaigns with Ads that Click to Messenger – drove 1.7x more conversations about the film and 2 times the conversations about the cast among people who’d seen the ads.“Through Ads that Click to Instagram or Messenger, as well as private replies, we could instantly capitalize on the viral success of our first trailer. When we sent initial direct messages to fans, we received hundreds of thousands of replies, with an astonishingly high percentage of fans subscribing to marketing messages that enabled us to sustain that initial enthusiasm leading to the film’s release,” says Arnold Klein, Director, Global Digital Marketing, Universal Pictures. The team at Addison Interactive found an ideal muse in M3GAN, getting the voice actress behind M3GAN back in the studio to record prompts around reading her besties a bedtime story. Through chats started via marketing messages, a chatbot version of M3GAN asked questions about fans’ favorite sounds, animals, and places to visit based on a list of options. As fans answered questions in real-time, the chatbot pulled together their personal bedtime story in videos read by M3GAN herself. With the groundwork in place, the team at Amplify.ai helped to boost the bot at scale, enabling the studio to reach large numbers of fans. Marketing messages provided M3GAN fans with a sustained interactive experience The interactive campaign delivered high opt-in and engagement rates, and significant view rates for ticket-buying options “With the scalability of marketing messages, we shared over 20 customized ‘bedtime’ stories localized in at least 10 languages,” says Scott Addison Clay, Founder & CEO, Addison Interactive. “The versatility and multimedia capabilities of marketing messages allowed us to deliver one-of-a-kind content right in fans’ favorite social media channels.” In other marketing messages, M3GAN tells her besties that she wants to hear them say, “M3GAN will you always protect me?” which triggers a custom video where she repeats the line, in their voice – recreating a key moment in the film. Excited fans screenshotted and shared their videos, generating organic, cost-effective “word of mouth” about the movie online. Inspired by M3GAN’s status as the internet’s new “Queen of Memes,” the studio also used marketing messages to launch its “12 Days of GIFmas” campaign to fans’ inboxes. “Through sophisticated re-targeting and audience segmentation, Universal ensured that fans receive fresh content in their marketing messages. Getting fans excited to open their inboxes primed Universal to start encouraging ticket sales through marketing messages,” says Stefan Mayo, CRO, Amplify.ai. As the film’s release date approached, Universal incorporated a special widget developed by Amplify.ai that allows fans to find tickets directly through marketing messages. Without leaving the chat, fans can select seats at their local theaters before being sent to popular ticketing sites to complete their purchase. “Using marketing messages, we exchanged tens of millions of messages with fans to get them ready to see M3GAN on the big screen. Roughly 60 percent of fans who received marketing messages engaged with the content, contributing to over 100,000 views for our ticket buying option,” says Klein. Universal Pictures is now further exploring how marketing messages can support future titles, while gearing up for M3GAN to come dancing back on the silver screen in 2025.
[H3] THEIR SUCCESS
[H2] High opt-ins and engagement
When Universal Pictures uses marketing messages to build fan engagement for its movie M3GAN, the studio sees high opt-in and engagement rates, as well as significant view rates for ticket-buying options. 92% read rate of marketing messages* 59% engagement rates for marketing messages* 100,000+ showtime look-ups sent through marketing messages* Tens of millions of messages exchanged with fans via chats in marketing messages*+20 point lift in ad recall, +14.1 lift in brand awareness2x higher intent to see the movie than industry norm19% increase in total reach of P18-24 audiences compared to business as usual campaigns *Results are unique and are provided by the featured business. Success story results will vary, as they depend on a variety of factors. Through Ads that Click to Instagram or Messenger, as well as private replies, we could instantly capitalize on the viral success of our first trailer. When we sent initial direct messages to fans, we received hundreds of thousands of replies, with an astonishingly high percentage of fans subscribing to marketing messages that enabled us to sustain that initial enthusiasm leading to the film’s release.
[H2] Arnold Klein
Director, Global Digital Marketing, Universal Pictures Using marketing messages, we exchanged tens of millions of messages with fans to get them ready to see M3GAN on the big screen. Roughly 60 percent of fans who received marketing messages engaged with the content, contributing to over 100,000 views for our ticket buying option.
[H2] Arnold Klein
Director, Global Digital Marketing, Universal Pictures
[H2] Products used
[H3] Messenger
These are the building blocks of your Messenger experience. Whether you’re looking to generate leads, drive sales, or provide customer service, we have the solutions you need. Learn More
[H3] Messenger API for Instagram
Integrating with existing tools and data, the Messenger API for Instagram makes managing high volumes of customer messages easier--helping to turn conversations into business outcomes. Learn more