Partnership ads on Meta grew more than 97% year on year in the third quarter, Nicola Mendelsohn said as she set out what caught her eye in the company’s latest results, pointing to creator marketing as a commercial channel that now carries real weight.

Mendelsohn called the quarter another strong one for Meta, with 3.64 billion people using its apps every day. Time spent per user on Instagram and on Facebook Reels reached record highs, each growing at double-digit rates year on year. On Threads, time spent per user rose by more than 20% year on year and the app overtook X in monthly active users.

The creator push ran alongside that. Meta’s Creator Marketing Hub is now open to advertisers worldwide, giving them more than 10 million creators to discover and work with.

Artificial intelligence ran through much of what she picked out. Nearly 10 million advertisers used Meta’s generative AI creative tools during the quarter and take-up of video generation features rose 25% on the previous quarter. Advertisers who followed Business Assistant recommendations saw almost 5% more conversions at the same cost per conversion than similar advertisers who did not, Mendelsohn said. Expanded GEM models, she added, drove 9.6 per cent more app-ad conversions.

Shopping is turning into an early use for personal agents. More than 10 million people in the United States and Canada have set up Muse and over a quarter of weekly active users turn to it to shop. The average purchase runs above $200.

The quarter also took in Connect, where Meta introduced new glasses, previewed Muse Charm and set out how Muse will reach its AI glasses. The company announced new Connectors for Muse, with partners including Walmart, Sephora, Expedia and PayPal.