New AI tools from Meta allow advertisers to create dynamic video ads from still images, taking forms of advertising to the next level. Meta continues to work on boosting engagement on Facebook and Instagram, where video content reigns and AI video editing provides yet another option to attract users.
One big feature that stuck out is the AI animation tool that translates static images into engaging video ads. For instance, Meta’s tool can animate elements, like falling strawberries, around a jar of fresh strawberries, where the previous still image becomes one step juicier.
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The video expansion feature in another innovative tool generates unseen pixels in each frame in existing videos and can increase the size of that video. It allows videos to best fit different aspect ratios and to make ads feel more native and immerse within ads as they exist across Instagram and Facebook.
These features have already started to roll out from Meta and the company plans to make them available globally early next year.
Growing Impact of Video Ads on Meta Platforms
With 60 percent of their time now spent watching videos, video content is now a dominant force on both Facebook and Instagram. Meta is bringing a new full-screen Video Tab to Facebook to propel this trend. Users will also be able to browse all types of video content, from Reels to live videos, and beyond, all in one place, thanks to this tab.
For advertisers, this is a golden opportunity. Meta’s AI-powered ad delivery system helps them run the most targeted ads to the appropriate people which increases engagement and conversions. This includes ad formats such as standalone videos, carousel or carousel ads, in-stream ads, overlay ads, and so on.
Expanding the Suite of Generative AI Tools
The popularity of Meta’s generative AI tools for advertisers is skyrocketing. These tools have been used by more than 1 million advertisers in the last month, who have created 15 million ads. Logically, on average, ad campaigns that use Meta’s generative AI capabilities have a 1.11 higher click-through rate and a 7.56 higher conversion rate than ad campaigns that don’t use their own generative AI capabilities.
Meta is now expanding its suite of AI tools to provide for more creative freedom. There are now text prompts for advertisers to customize image outputs to or upload their logos to create branded content.
Feedback from advertisers will continue to shape these new tools to continuously get better at creating highly personalized, incredible ads that resonate with brand voice and tone.
Partnership Ads
Meta is also adding new ways to upgrade partnership ads on Reels. The performance of these ads, which partner advertisers with creators, has been very strong. Tests recently suggest that CPA can decrease by up to 19% when running a partnership ad alongside a standard ad campaign. In addition, 53% of users who surveyed said they are more likely to buy when a creator on Reels promotes a product.
That means Reels advertisers can now have creator content show up in their collections ads, resulting in even more engagement. Additionally, Ads Manager has launched the Partnership Ads Hub, making the process of setting up partnership ads, managing partner content, and fixing eligibility problems a lot simpler.
Its emphasis is on creator content because Meta knows that can be a powerful way to generate trust with audiences. A new feature that has been added is the ability of advertisers to leverage the authentic voice of creators to drive results by adding creator testimonials to partnership ads.