Source: Strong AI Author: Li Xiaoyin

Meta has brought benefits to those who want to advertise on social media: the two major social media platforms, Facebook and Instagram, have added a new generative AI video tool, making it more convenient for advertisers to create and edit videos, while strengthening tools for collaboration between advertisers and video content creators, attracting users willing to spend more time watching videos.

On Tuesday, October 8th, Meta released the above-mentioned AI tools on Eastern Time, and plans to launch these new features widely before the beginning of next year, allowing advertisers to utilize generative AI to transform still images into video ads. Meta said that last month, over 1 million advertisers used Meta's generative AI ad tools, creating 15 million ads that month. The use of Meta's generative AI ad feature increased conversion rates by 7.6%.

Specifically, Meta released a new full-screen video tag on Tuesday (Video Tab), allowing users to view their favorite videos in full screen in one place, whether they are short videos called Reels, long videos, or live streams. Meta stated that now over 60% of the time spent by regular users on Facebook and Instagram is used to watch videos.

Through this tag, Meta hopes to help advertisers showcase more relevant ads to each user, as it can provide various ad formats, including standalone videos, carousel ads, mid-roll ads, and overlay ads.

At the same time, Meta also announced the launch of a new generative AI video ad creative tool, introducing new generative AI video features to help advertisers simplify their creation of new video ads as well as more traditional ads. These include:

Video Expansion

Meta is testing a feature called Video Expansion, which seamlessly adjusts video creativity by generating invisible pixel extensions in each video frame to adjust the aspect ratio, creating a more immersive native experience on Instagram and Facebook.

Meta states that this feature is a result of responding to advertisers' demands and the widespread adoption of Image Expansion, one of Meta's most popular AI generation features, especially among small businesses.

Image Animation

Meta mentions that advertisers will now be able to create video creativity from a single static image without the need for any existing videos on Instagram Reels. Early adopters of this feature have provided positive feedback as Image Animation helps them overcome limited resources and extends the shelf life of ad creativity. For example, some advertisers have been using this tool to repurpose previously successful static ad images, making ad creativity more dynamic and appealing.

Meta states that both of the above features can be used in Meta's subscription service Ads Manager Advantage+. They are currently being rolled out in beta mode and will be fully launched next year.

Double headline ads for creator content placement, testing creator recommendation feature, setting up the Partner Ad Center.

In addition to using AI technology to create influential ads, Meta is also working to facilitate collaborations between advertisers and influencer on platforms like Facebook. To this end, Meta has enhanced collaboration ad tools, allowing advertisers to seamlessly integrate video creator content with Reels and other services' ads.

Meta announced on Tuesday that advertisers can now integrate creator content into selected ads on Reels and other platforms. The two account names will appear simultaneously, supported by Meta's enhanced catalog ads-Advantage+ Catalog Ad, formerly known as Dynamic Ad.

Meta states that this new format allows advertisers to upload images or videos created by creators as a category of collection ad assets named 'Hero' in Ads Manager. These collection ads will have double headlines of collaborative ads, further attracting the audience by leveraging the authenticity of creator content. Meta suggests that advertisers utilize existing collaborations with creators to deliver collaborative ads with their advanced catalog, making creativity more diversified and personalized to optimize ad effectiveness.

Meta is also testing the feature of adding creator recommendations in collaborative ads, enabling advertisers to include creator recommendation text in collaborative ads on platforms such as Reels. This provides another option to enhance ad effectiveness. Meta explains that all these efforts are aimed at increasing opportunities to build trust among the audience for ads.

Finally, to seamlessly integrate creator content into their ad strategies, Meta has integrated collaboration ad tools into a single page in Ads Manager called the Partner Ad Center. This page allows advertisers to easily set up collaborative ads, manage partner content, and address collaboration eligibility issues.

Editor/Lambor