Weekly Marketing Rundown - June 13, 2025
Weekly Marketing Rundown - June 13, 2025
Welcome to this week’s edition of Kavanah Media’s Weekly Marketing Rundown! In this issue, we’re diving into the latest updates from Threads, exploring Meta’s evolving Value Rules, and taking a first look at Bonfire — a new decentralized social media platform that’s making waves. Plus, we’ve got more insights and trends you won’t want to miss.
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Updates for Threads- Direct Messages and Ads
Threads is adding a feature for direct messages (DMs) within the app. This aims to improve user engagement by making communication more seamless.
Additionally, in the same way that ads can be served on Instagram with or without an actual Instagram account, ads can also be served on Threads. Kavanah Media team members have discovered the following notice on Ads Manager even when a Threads account did not exist:
"To help you reach more people, the new Threads feed placement is included in this campaign. You can manage placements in Manual placements. About ads in Threads"
For Mission teams:
For marketing teams, these updates mean new opportunities for direct customer interaction and personalized marketing. Currently high conversion rates from Threads are unlikely, but this will likely change as Threads gains popularity.
https://9to5mac.com/2025/06/10/threads-is-getting-native-dms/
Value Rules on Meta - An Answer to Advantage+ Targeting Weaknesses?
Value Rules is touted by Meta as an answer to Adv.+ Audience targeting issues (ie. targeting specific genders, age groups, and locations, even when those parameters are set). Value Rules offer more control over how budgets are utilized, allowing marketers to increase or decrease bid amounts based on audience segments such as gender, location, operating systems and more.
For Mission teams:
Previously, teams desiring to target specific demographics were forced to utilize Original Audience targeting options. However, Value Rules may solve this issue by allowing teams to benefit from Advantage + Audience Targeting’s algorithms while also successfully having ads served to desired audience segments. Kavanah Media team members have begun experimenting with Value Rules in in this capacity.
https://www.jonloomer.com/qvt/use-value-rules-to-improve-lead-quality/
Meta and Yandex De-anonymizing Android Users Web Browsing Identifiers
Meta and Yandex are de-anonymizing Android users web browsing identifiers. This means that these companies can track and identify users based on their web activity, raising significant privacy concerns.
For Mission teams:
While Meta stopped when users brought attention to this, some experts are still recommending removing Meta and Yandex related apps. For many mission teams utilizing Meta's platforms, this may not be an option. Teams should be aware of these issues, practice cybersecurity basics, and possibly consider platform or device changes depending on their risk appetite.
https://arstechnica.com/security/2025/06/meta-and-yandex-are-de-anonymizing-android-users-web-browsing-identifiers/
Meta's Opportunity Scores- Do They Matter?- Revisited
Meta has launched its Opportunity Score tool for all advertisers in Ads Manager. This tool evaluates your campaign on a scale of 0 to 100 based on the implementation of Meta's AI-driven recommendations. During testing, advertisers experienced a 12% reduction in cost per result.
For Mission Teams:
Are these scores relevant? Well, that depends. Following Meta's Opportunity Score recommendations can lead to better performance. However, these scores are primarily based on how widely marketers are utilizing Meta's AI creation tools. Depending on the ad and location these recommendations my be irrelevant. For example, a team utilizing Meta ads in a non-English speaking nation may not wish to utilize Meta's AI headline generation because of translation issues, thus causing their opportunity score to drop. Teams should test any AI creation tools in their context before implementing any lasting changes to campaigns.
https://9to5mac.com/2025/06/02/whatsapp-getting-usernames/
Bonfire's New Software for Building Social Communities
Bonfire has launched new software that allows users to create their own social communities without being controlled by a platform. This software provides tools for users to build and manage their communities independently, offering a more personalized and autonomous experience.
For Mission Teams:
This development is significant as it opens up new opportunities for engaging with niche audiences and creating tailored marketing strategies. By leveraging platforms like Bonfire, missions teams could build their own decentralized communities outside of Big Tech's platforms.
https://techcrunch.com/2025/06/05/bonfires-new-software-lets-users-build-their-own-social-communities-free-from-platform-control/
Instagram - Public Photos Accessible to Search Engines
Some users are reporting seeing a notice on Instragram informing them that on July 10, 2025, search engines will have access to all their content and profiles, and giving the option to disable the feature.
For Mission Teams;
Teams should be on the lookout for this notice. For digital strategies, this would allow for greater discoverability for evangelism profiles and accounts, increasing reach. However, the same discoverability would apply to personal accounts, potentially posing a security risk.
https://bsky.app/profile/oncescuradu.bsky.social/post/3lr76pkfsxc2z
Stay Equipped for Digital Engagement
At Kavanah Media, we’re committed to helping mission teams use digital tools to make God known around the world. Whether you’re looking for inspiration, practical insights, or in-depth strategy, we’ve got resources to help:
Intentional Newsletter – Be encouraged each month with stories of transformed lives, ministry milestones, and the latest updates from our team. Subscribe here.
Kavanah Media Blog – Learn from our experiences serving hundreds of mission teams worldwide. We share practical lessons, real stories, and best practices to help your team avoid mistakes and grow in digital outreach. Subscribe here.
Christian Media Marketing Podcast – Tune in for weekly deep dives with CEO Jon Ralls on everything from digital strategy to cybersecurity. Subscribe here or on your favorite podcast app.
Digital Strategies got you stumped? Reach out anytime—we’re ready to help. Contact Us
Thanks for reading this edition of Kavanah Media's Weekly Marketing Rundown! For more up-to-date insights in digital marketing, make sure to follow us on Instagram @kavanah_media and stay connected through all our social media channels via the link below.
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Authors: Cody A. and Cherry Messimer
Article Published: June 13, 2025
