Meta announces genAI video tools for advertisers

Today, Meta announced new generative AI video creation tools for advertisers on Facebook and Instagram. The tools are rolling out in Advantage+ creative and will be more widely available to advertisers early next year.

In May, Meta rolled out genAI tools to resize images, change backgrounds and repurpose existing images to create multiple versions of ads. Since then, brands have been able to use these capabilities when building out their campaigns on Meta Ads Manager. 

AI-powered analytics and optimization are also available to brands in Advantage+ campaigns.

Dig deeper: How brands are using AI in Meta’s Advantage+ campaigns

Video Expansion. The tool allows advertisers to create more immersive video ads for Instagram and Facebook users. It generates unseen pixels in each frame to expand the dimensions of the video, making it a more native experience on the platforms.

The new Video Expansion feature was developed in response to the popularity of a similar feature for images.

Image Animation. This lets advertisers add movement to a fixed image on Instagram Reels. Now, advertisers don’t need an original video asset to upload — they can include videos in their campaigns automatically using genAI.

Brand voice and tone. Meta is testing capabilities to improve brand voice and tone in genAI-powered creative, based on feedback from advertisers and agencies. The company also has a tool with voice prompt capabilities for advertisers building out text creative. Advertisers can also upload a brand logo to guide genAI-created visual assets.

Closer creator partnerships. Meta also unveiled a tool to create more integrated creator campaigns. It lets Advertisers incorporate creator content into collections ads on Reels and elsewhere. The advertiser’s and creator’s handles will appear together, a capability managed through Advantage+ Catalog.

Meta also created a new Partnership Ads Hub where advertisers can manage creator campaigns. It lets them set up partnership ads and other content on one page.

Why we care. Meta and some of their advertisers say fixed images work very well down-funnel and are simpler to scale with existing genAI tools. Video is better for telling brand stories at the top of the funnel. The new genAI video tools let advertisers get involved in video where it matters most, with minimal additional resources. These capabilities, especially Video Expansion, ensure brand videos look native, professional and enticing on Meta platforms.

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