Meta's stock rally hasn't been about the metaverse at all

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Meta stock (META) ripped higher on Thursday, rising as much as 9% while investors celebrated the company's better-than-expected second quarter results and a forecast for higher revenue than Wall Street had anticipated for the current quarter.

Shares of the Facebook parent company are now up more than 160% on the year and trading at their highest levels since February 2022. But ironically, Meta's rally hasn't been driven by the metaverse.

Meta's metaverse bet, realized under the Reality Labs line of its revenue, contributed to less than 1% of the company's overall revenue and lost $3.7 billion in the second quarter. Meta expects those losses to accelerate in 2024.

"The metaverse stuff I think we've talked about for a while," Meta Founder and CEO Mark Zuckerberg said. "So I don't think there's much change there except I'd say the signals that we're getting from the market are it's certainly not getting adopted a lot faster than we expected, so that's sort of the somewhat sobering signal."

Facebook announced its name change to Meta in October 2021. The stock closed that day at $316 per share. A year later, the stock price was under $100 as investors dumped shares and the company's net income plummeted.

Zuckerberg and Meta have built the 2023 comeback around the "Year of Efficiency." The company has reduced its headcount and focused on cost-cutting while also getting back to what it's always done best: driving engagement and innovating on its social media platforms.

Zuckerberg and Meta CFO Susan Li highlighted throughout the company's earnings call that the metaverse remains a tech wave they want to ride "over the longer term." In the meantime, the new tech buzzword, AI, is providing more tailwinds.

Revenue hit $32 billion for the quarter, up 11% from last year. The company projected current quarter revenue of $32 billion-$34.5 billion, more than the $31.2 billion expected by analysts.

Li pointed to higher engagement from users as a key source of revenue growth, including Meta's success with Reels. AI is driving some of those improvements.

Recommended content from accounts users don't follow is the fastest-growing content category on Facebook's feed, per Zuckerberg. Those recommendations have driven a 7% increase in time spent on the platform.

In addition to Reels, Zuckerberg noted the success of the company's AI-driven automated ad products known as Meta Advantage. "Almost all our advertisers are using at least one of our AI-driven products," he said on the company's earnings call.