Hajra Naz
Meta has introduced a range of updates to its advertising platform, with a focus on;
- Video content
- AI-powered ads
- Partnerships with creators
This coincides with the company’s announcement that 60% of Facebook and Instagram users currently watch videos.
New Video Tab on Facebook
Meta is launching a dedicated video tab on Facebook, which will consolidate Reels, longer videos, and live streams in one place.
Expansion of AI-Generated Ad Tools
More than 1 million advertisers are using Meta’s AI-powered ad creation tools. 15 million ads generated in just the past month. According to Meta, ad campaigns utilizing these AI tools saw improved click-through and conversion rates compared to traditional methods.
To build on this momentum, Meta is introducing two new AI-driven tools designed specifically for video:
- Video Expansion: Automatically modifies the aspect ratio of video content to provide a more engaging watching experience.
- Image Animation: Allows advertisers to convert static images into video content for Instagram Reels, helping smaller businesses overcome resource limitations.
These tools are expected to roll out widely by early 2025.
Updates to Creator Partnerships
Meta is also enhancing its tools for creator partnerships by introducing:
- Creator content in collections ads
- An updated format for creator testimonials in advertisements
- A centralized Partnership Ads Hub in Ads Manager
Meta reports that incorporating partnership ads into campaigns has reduced Cost Per Action by an average of 19% in testing.
Looking Ahead
The most recent changes to Meta are intended to assist advertisers in staying ahead of the curve as social media video consumption continues to increase. These features demonstrate Meta’s dedication to influencing the direction of social media advertising, even though they will be released gradually.
