Meta unveiled new generative AI ad tools focused on video generation capabilities, aimed at helping advertisers capitalize on the growth in watching video content on Facebook and Instagram, it announced at Advertising Week New York.
According to Meta, 60% of users' time on both platforms is now spent watching videos.
The Video Expansion feature lets advertisers expand their video creative assets, much like the Image Expansion tool introduced earlier this year.
The tool generates unseen pixels to adjust aspect ratios, giving a more immersive video experience on Instagram and Facebook. The platform said advertisers, particularly small businesses, were asking for this capability.
Additionally, the social network introduced an Image Animation tool that lets advertisers create dynamic video content from a static image. This feature is designed for brands with limited video resources, letting them animate high-performing image ads for use in Reels.
Meta reported positive early feedback, with advertisers praising the tool's ability to extend the lifespan of their ad creative.
It also said more than 1 million advertisers have used at least one of its gen AI tools monthly, with 15 million ads created in the last month.
On average, Meta said that ad campaigns using Meta's gen AI ad features resulted in an 11% higher click-through rate and 7.6% higher conversion rate compared to campaigns that didn't use the features.
It's no surprise the tech giant is placing bigger bets on AI. But Meta faces fierce competition in the AI-driven creative landscape, not just from the slew of gen AI startups offering similar capabilities, but rival platforms like TikTok (with its Symphony product) provide advanced video generation tools. But Meta's latest rollout is anchored in what has long set Meta apart: targeted ads.
Brainlabs tested Meta's new video features and saw an incremental lift of 3% to 5% compared to ads with static images, according to Jonathan Molina, vp, paid social, Brainlabs.
"When we talk about technological advances, I don't think [Meta's tools] is cutting edge when we consider what AI is capable of," said Molina, who acknowledged that these advancements translate into practical solutions for small and medium businesses.
"Where Meta has an edge is that their gen AI learns from social media and emoji language," said Jack Johnston, Tinuiti's senior social innovation director. "They are developing the best technology for their platform, but it may not be broadly usable outside of Meta. Whereas with Gemini or Google's other gen AI products, there's usability outside of those specific platforms."
Johnston also noted that TikTok is pushing the boundaries further in video generation compared to Meta, with its Symphony tool allowing marketers to upload product images and generate videos with voiceovers based on prompts.
Meta's new tools will be integrated into Ads Manager as part of the Advantage+ creative suite, set to launch early next year. The platform announced a raft of other new features, including a video tab and tools to better integrate creator marketing assets.