People spend 60 percent of their usage time on Facebook and Instagram with videos. That’s why Meta optimizes the UX with a full-screen video tab, delivers brand new advertising solutions and connects creator and brand content in Reels Ads more closely than ever. There are also innovative updates for the Generative AI Ad Tools.
Improving performance in the video context is one of the most important goals for all brands these days. And that’s exactly what Meta offers with the new solutions presented as part of Advertising Week 2024 became. Because 60 percent of the usage time on Facebook and Instagram is already spent on videos. That’s why the group is delivering new video generation options with Gen AI support, a dedicated video tab for Facebook, an entire guide with Reels tips for advertisers and the ability to take partnership ads in a video context to a new level with creator testimonials and creator content.
Video in Focus: Video Tab, Video Expansion and Tips, Tips, Tips for Reels Ads
Many users can now reach creators, brands and advertisers in a video context. Meta is therefore introducing a full-screen video tab on Facebook for Reels, Longform and Live Content. Various advertising formats such as standalone video ads and carousel ads, but also in-stream ads and overlay ads can be played out.
Meta is currently seeing a lot of demand for campaign design in a video context with the help of Gen AI. Last month alone, AI Ad Creative Tools were used by over a million advertisers for more than 15 million ads. On average, this is said to have increased the click-through rate by eleven percent and the conversion rate by 7.6 percent. Now the group is adding two new tools to the portfolio. On the one hand, Video Expansion is a popular feature that is based on Image Expansion. This expands video creatives and generates unseen pixels, optimizing the immersive experience with ads on Facebook and Instagram.
The Video Expansion from Meta, © Meta
On the other hand, there is now image animation. This allows you to generate a product video for Reels when only a static image is available. The tool can also be used to convert well-performing static ads into video ads for Reels.
The Image Animation by Meta, © Meta
The features will be rolled out gradually and are currently only available to the first advertisers in the US via the Advantage+ Creative section in Ads Manager.
To help Reels Ads be more successful, Meta recently shown to agencies as part of the Agency Summithow you can exploit the potential of short videos. In addition, a Guide with various Reels tips provided. On the one hand, facts are shared: 80 percent of Gen Z have already bought something after seeing it via Reels, and 87 percent of Gen Z followed a brand after seeing it on Reels. On the other hand, Meta provides concrete layout tips for Reels Ads.
Some Reels tips for ads can be found in Meta’s new guide, © Meta
You will also find information about the potential for collaborations with creators.
Partnership Ads mit Creator Testimonials und Creator Content
When it comes to advertising and authentic classifications of products, many users and viewers trust Creator Input. That’s why Meta enables advertisers – via a new Partnership Ads Hub – to integrate content from creators into collections ads as a so-called hero piece. An image or video can be used while both the brand and the creator handle appear in the ad.
Creator Content in Kombination mit Brand Assets in Collections Ad, © Meta
Advertisers can enter into collaborations with creators for their existing Advantage+ catalog. The option to add a creator testimonial to a partnership ad is also being tested. Such promises can be displayed in text form, for example in Reels. They then appear in the caption and in the comment area next to a link to the product.
Finally, Meta bundles all Partnership Ads options in the Ads Manager under the new Partnership Ads Hub tab. This should make the cooperation approaches for ads with creator input easier to implement and manage. Advertisers can also use these features on Instagram.
