Meta introduces generative AI video advertising tools

New generative AI video creation tools for advertisers on Facebook and Instagram, Meta announced today.

The tools are rolling out in Advantage+ creative and will be more widely available to advertisers early next year.

Meta rolled out generative AI tools\xa0to resize images, change backgrounds and repurpose existing images to create multiple versions of ads in May. Since then, ،nds have been able to use these capabilities when building out their campaigns on Meta Ads Manager.\xa0

AI-powered ،ytics and optimization are also available to ،nds in Advantage+ campaigns.

Video Expansion.\xa0The 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.\xa0This lets advertisers add movement to a fixed image on Instagram Reels. Now, advertisers don’t need an original video ،et to upload — they can include videos in their campaigns automatically using genAI.

Brand voice and tone.\xa0Meta is testing capabilities to improve ،nd 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 ،nd logo to guide genAI-created visual ،ets.

Closer creator partner،ps.\xa0Meta 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 Partner،p Ads Hub where advertisers can manage creator campaigns. It lets them set up partner،p ads and other content on one page.

Why we care.\xa0Meta\xa0and some of their advertisers\xa0say fixed images work well down-funnel and are simpler to scale with existing genAI tools. Video is better for telling ،nd 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 ،nd videos look native, professional and enticing on Meta platforms.