Meta unveils new Facebook video tab and AI-powered video advertising tools
Facebook will soon have a new video tab on its platform that will allow all types of video formats to be played in the same place. This announcement was made by Meta on Tuesday during the Advertising Week event. In addition, the social media giant also introduced several new artificial intelligence (AI) tools for creating and deploying video-based ads. When announcing these video advertising tools, the company highlighted that as much as 60 percent of the time users spend on Facebook and Instagram is spent watching video content.
In a newsroom afterMeta detailed the new tools for advertisers, as well as the new video tab on Facebook. Currently, the Facebook Reels app allows users to watch longer videos and live videos in the same tab, but in the web version, users must switch between content types within the video tab. But now the social media giant has announced that the website version of the platform will also have an integrated video tab that will show different video formats.
Meta emphasized that the change will allow advertisers to reach the target audience easily, by merging the different funnels and reducing funnel actions. The company also allows advertisers to display different types of ads, including standalone video, carousel, in-stream, and tab overlay ads.
Meta AI advertising tools
Photo credit: Meta
In addition, the company also introduced new AI tools to simplify the process of creating video-based ads. The first tool is called Video Expansion. It can adapt video creative to different aspect ratios by generating invisible pixels in each video frame. Previously, advertisers had to shoot the video in different formats or manually edit it to reach all audience touchpoints. However, the tool eliminates such problems. Meta said this tool will work with both Instagram and Facebook.
Image Animation, an AI image-to-video tool, was also introduced. This tool can create animated ads for Instagram Reels using static images. However, the tool does not add entirely new scenes or camera angles, but instead only animates the elements present in the image.
Additionally, the social media giant will also let advertisers integrate creators’ content into their collection ads on Reels, with both accounts appearing together. This way, advertisers can showcase their product and show users the authenticity of the product with the creator-led content.
Another feature currently being tested is that creators can add a testimonial to a partnership ad, which Meta claims can improve the ad’s performance. This way, when users open the comment section of the ad, they can see the creator’s opinion. The creator’s comment is marked as ‘sponsored’.
