Meta unveiled a series of new features to its advertising platform at Advertising Week. The changes focus on video content, AI-generated ads, and creator partnerships. Meta reported that 60% of user time on Facebook and Instagram is spent watching videos.
As part of Meta Movie Gen, we trained a 13B parameter audio generation model that can take a video + optional text prompts to generate high quality audio — including ambient sound, foley & instrumental background music — all synced to the video. Details ➡️ https://t.co/trp3ekFgMP pic.twitter.com/aw4DasBxEI
— AI at Meta (@AIatMeta) October 8, 2024
One significant update is a new video tab on Facebook. This feature consolidates Reels, longer videos, and live content in one place. Meta also announced the expansion of its AI-generated ad tools.
3 reasons your dog needs to be using Meta AI: pic.twitter.com/2cvXhrjOB7
— Meta (@Meta) October 7, 2024
Over 1 million advertisers use these tools monthly, creating 15 million ads in the past month alone. Campaigns using these AI features have seen higher click-through and conversion rates compared to traditional advertising methods. New AI tools include Video Expansion, which automatically adjusts video assets to fit different aspect ratios.
And more advertising impact based on AI tools (this time from Meta) -> Meta begins rolling out new AI tools that will let advertisers expand the aspect ratio of their videos as well as generate a video ad from a static image https://t.co/7NTzzqWFWQ
— Glenn Gabe (@glenngabe) October 8, 2024
The platform wars are heating up, thanks to gen AI.
– 15 million ads have been created in the last month using Meta's gen AI tools.
– But sources said TikTok has an edge in gen AI ad tools compared to Meta's.https://t.co/spUEtWVEsD via @Adweek— Trishla Ostwal (@trishlaostwal) October 8, 2024
Meta’s new ad tools unveiled
Image Animation is another tool that transforms static images into video content for Instagram Reels. This is particularly beneficial for smaller businesses with limited resources.
Meta is also rolling out new tools to enhance creator partnerships. These include integration of creator content into collections ads, a new format for adding creator testimonials to ads, and a centralized Partnership Ads Hub in Ads Manager. Tests have shown that adding partnership ads to existing campaigns reduced Cost Per Action by an average of 19%.
As video consumption continues to dominate social media, Meta’s latest updates reflect its strategy to help advertisers adapt. Most of these features will be gradually implemented, but they signal Meta’s direction for the future of social media advertising. The new features are expected to be widely available by early 2025.
This emphasizes Meta’s commitment to enhancing the advertising experience through video and AI innovations.
