Facebook will soon get a new video tab on its platform that will play all kinds of video formats in the same place. The announcement was made by Meta at an Advertising Week event on Tuesday. Additionally, the social media giant has also unveiled several new artificial intelligence (AI) tools for creating and deploying video-based ads. In announcing these video ad tools, the company noted that as much as 60 percent of the time users spend on Facebook and Instagram is dedicated to watching video content.
In a press release, Meta detailed the new tools for advertisers, as well as the new video tab on Facebook. Currently, the Facebook app allows users to check out Reels, longer videos, and live videos in the same tab, however, on the web version, users have to switch content types within the videos tab. But now the social media giant has announced that the web version of the platform will also get an integrated video card that will display different video formats.
Meta pointed out that the change will allow advertisers to easily reach their target demographic by merging different funnels and reducing funnel actions. The company will also allow advertisers to run different types of ads, including standalone video, carousel, interstitial and overlay ads within the tab.
Meta AI ad tools
Photo author: Meta
Additionally, the company also unveiled new AI tools to streamline the video-based ad creation process. The first tool is called Video Expansion. It can adjust video ad elements to different aspect ratios by generating invisible pixels in each video frame. Previously, advertisers would need to record video in different formats or manually edit it to reach all audience touch points. However, the tool removes such problems. Meta said that this tool will work with Instagram and Facebook.
Also introduced is Image Animation, an AI tool for converting images to video. 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 just animates the elements present in the image.
Additionally, the social media giant will also allow advertisers to integrate creator content into their ad collections on Reels, with both accounts appearing together. This way, advertisers can showcase their products as well as allow users to see the authenticity of products with creator-led content.
Another feature currently being tested is allowing creators to add a testimonial to an affiliate ad, which Meta claims can improve ad performance. That way, when users open the ad’s comment section, they can see the creator’s posted opinion. The creator’s comment will be marked as “sponsored”.