Meta offers benefits to advertisers: Facebook and Instagram add AI video tools to strengthen collaboration with content creators

Author: Li Xiaoyin

Source: Hard AI

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 easier for advertisers to create and edit videos, and strengthening tools for collaboration between advertisers and video content creators to attract users willing to spend more time watching videos.

On Tuesday, October 8th, Eastern Time, Meta released the AI tools mentioned above, starting to roll out these new features and planning to launch them on a large scale before the beginning of next year, allowing advertisers to use generative AI to transform still images into video ads. Meta stated that last month, over 1 million advertisers used Meta's generative AI ad tools, creating 15 million ads that month. Ad campaigns using Meta's generative AI ad features saw a 7.6% increase in conversion rates.

Specifically, Meta introduced a new Full-Screen Video Tab on Tuesday, allowing users to watch 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 ordinary users spend on Facebook and Instagram is used to watch videos.

Through this tab, Meta hopes to help advertisers better showcase the most relevant ads to each user, as it can provide multiple ad formats, including standalone videos and carousel ads, in-stream ads, and overlay ads.

Additionally, Meta also announced the launch of new generative AI video ad creative tools to help advertisers simplify their creation of new video ads as well as more traditional ads. These include:

Video Expansion

Meta has started testing a feature called Video Expansion, which seamlessly adjusts video creatives by generating invisible pixels in each video frame to expand the aspect ratio, creating a more immersive native experience on Instagram and Facebook.

Meta stated that this feature is a response to advertiser demand and the widespread adoption of the Image Expansion feature, one of Meta's most popular generative AI features, especially among small businesses.

Image Animation

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

Meta stated that both of the above functions can be used in Meta's subscription service for advertisers, Ads Manager Advantage+. They are currently being launched in beta testing mode and will be fully launched next year.

Double Title Ads for Collaborative Creator Content Testing Creator Recommendation Feature Setting up the Collaborative Ad Center

In addition to using AI technology to create influential ads, Meta is also working to facilitate collaborations between advertisers and internet celebrities on platforms like Facebook. To achieve this, Meta has enhanced its collaborative advertising tools, allowing advertisers to easily integrate video creator content with Reels and other services.

This Tuesday, Meta announced that advertisers can now integrate creator content into selected ads on Reels and other platforms, with both account names appearing simultaneously, supported by the advanced empowering catalog ads formerly known as Dynamic Ads in Ads Manager, now called Advantage+ Catalog Ad.

Meta stated that this new format allows advertisers to upload images or videos created by creators as a type of collection ad asset named "hero" in Ads Manager. Then, the collection ad will have double titles of collaborative ads, further attracting the audience by leveraging the authenticity of creator content. Meta recommends advertisers to utilize existing collaborations with creators to deliver collaborative ads through their advanced empowering catalog, making creativity more diverse and personalized to optimize ad performance.

Meta is also testing the addition of creator recommendations in collaborative ads, meaning advertisers can add creator recommendations in collaborative ads on platforms like Reels. This provides another option to enhance ad effectiveness. Meta explains that all of this is aimed at increasing opportunities to cultivate trust in ads among the audience.

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