Meta is rolling out new generative AI advertising tools for video creation on Facebook and Instagram. The expansion to the Advantage+ creative ad suite will become widely available to advertisers in early 2025. The announcement, made at Advertising Week in New York last week, was positioned as a way for marketers to improve campaign performance on Meta’s social platforms. The new tools will allow brands to convert static images into video ads. The company also announced a new full screen video tab for Facebook that feeds short-form Reels with long-form and live-stream content.

“The social media giant has been pushing heavily into video as it seeks to increase the amount of time people spend on its Facebook and Instagram apps, which, in turn, lets the company show more ads,” Bloomberg writes.

In an announcement, Meta says “60 percent of time spent on both Facebook and Instagram is now video.” The company has endeavored to improve its suite of video ad tools, particularly as concerns AI. The new GenAI tools let marketers edit and automatically adjust the size of video ads.

The Image Animation tool to turn stills into video “could be a good way to create more engaging promotions,” suggests Social Media Today, explaining Meta is “also expanding its testing of AI-based ‘Video Expansion,’ which enables advertisers to extend their video assets into different formats, via systematic prediction.”

Last week, Meta launched the powerful new Movie Gen text-to-video tool for use by content creators as well as advertisers.

In May, “Meta rolled out generative AI tools to resize images, change backgrounds and repurpose existing images to create multiple versions of ads,” reports Search Engine Land. “Since then, brands have been able to use these capabilities when building out their campaigns on Meta Ads Manager,” while “AI-powered analytics and optimization are available to brands in Advantage+ campaigns.”

In September, advertisers created more than 15 million ads using Meta’s generative AI tools, according to the company.

It is also expanding the ways advertisers can leverage creators — “influential powerhouses” with “an authentic POV that people want to hear” — by enabling creator content integration into ad collections ads “on Reels and additional surfaces, with the two account handles appearing together, powered by their Advantage+ Catalog.”

“Finding the right creator to tell your brand’s story is a key factor in your campaign’s success,” Meta says, claiming “53 percent of people surveyed agree they are more likely to purchase an item if it’s been promoted by a creator on Reels.”

Related:
How Meta Has Become an AI Behemoth, Yahoo! Finance, 10/13/24
I Just Had a Conversation with Meta AI Voice — and It’s Way Better Than I Expected, Tom’s Guide, 10/11/24
I Just Tried Ray-Ban Meta’s AI Updates — My Favorite Smart Glasses Just Got Smarter, Tom’s Guide, 10/13/24
Meta Announces Expansion of Its AI Features to 21 Additional Countries, 9to5Mac, 10/9/24
Meta Is Testing a Feature to Let You Post Instagram Reels Directly on Threads, TechCrunch, 10/9/24