Meta releases generative AI video tools for ads on Instagram and Facebook

Meta is releasing a new set of generative AI video tools for ads. The announcement was made on October 8, 2024, at the Advertising Week 2024 held in New York, United States. These new tools will help advertisers create dynamic, AI-powered video content on Facebook and Instagram. 

Aiming to make ad creation easier and more engaging, the tools will be available through the Advantage+ creative suite. 

While the official release is set for early next year, some features are already being rolled out.

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Key Features

Video Expansion Tool

One of the most important updates is the Video Expansion tool. It will allow advertisers to enlarge the dimensions of their video ads by generating unseen pixels in each frame. This creates a more immersive experience, making the video appear more native to Meta’s platforms. The tool is a follow-up to a popular feature that previously expanded image backgrounds.

Turning Static Images into Videos

With this new feature, advertisers will be able to turn stills and images into animated videos. Now, advertisers can turn a static image—such as a product photo—into a video for Instagram Reels, adding movement and dynamism without needing a pre-existing video asset.

This feature will prove to be a game-changer for brands with limited resources, as it would allow them to create video content quickly and efficiently.

Enhancing Brand Voice and Creator Partnerships

Meta is also focusing on enhancing the way companies interact with their audience via AI. In the near future, advertisers will gain more power over the voice and tone of their brand in generative AI-powered creatives. 

There are also new vocal prompt tools that will in simplifying text creation process, and help brands integrate their logos to steer visual content.

Meta is also focusing on collaborations with creators, making it easier for advertisers to incorporate content from influencers into their advertisements. The Partnership Ads Hub will concentrate on these tools, facilitating improved cooperation with creators and managing combined campaigns more efficiently. 

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The Bottom Line

Video has become the dominant form of content for engagement on social media. Meta revealed that Facebook and Instagram users dedicate 60% of their time to video viewing. This is why, the company is aiming to capitalize on this trend by making video ads easier to create, with minimal resources required.

However, Meta is not the only corporation capitalizing on this untapped opportunity. Recently, Amazon also launched a tool that generates video clips from product images, and ByteDance’s TikTok is testing AI-powered avatars in ads.

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