Facebook gets new video tab, Meta introduces AI-powered video ad tools through Advantage+ platform

Facebook will soon get a new video tab on its platform that will play all kinds of video formats in one place. The announcement was made by Meta at the Advertising Week event on Tuesday. Along with this, the social media giant also introduced several new artificial intelligence (AI) tools for video-based ad creation and deployment. Announcing these video ad tools, the company highlighted that 60 percent of the time users spend on Facebook and Instagram is spent watching video content.

Meta announces video-focused features at Advertising Week

In a newsroom post, Meta detailed the new tools for advertisers as well as the new video tab on Facebook. Currently, the Facebook app allows users to watch Reels, long videos, and live videos in a single tab, however, on the web version, users need to 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 get an integrated video tab that will show different video formats.

Meta highlighted that this change will allow advertisers to easily reach the target demographic by linking different funnels together and narrowing down the funnel actions. The company will also allow advertisers to show different types of ads including standalone videos, carousels, in-stream, and overlay ads within the tab.

Meta AI ad tools, Photo Credit: Meta

Along with this, the company has also introduced new AI tools to simplify the video-based ad creation process. The first tool is Video Expansion. It can adjust video creative assets to different aspect ratios by generating unseen pixels in each video frame. Earlier, advertisers had to either shoot videos in different formats or manually edit them to reach all audience touchpoints. However, this tool eliminates any such hassle. Meta said that the tool will work with both Instagram and Facebook.

Image Animation, an AI image-to-video tool, was also introduced. The tool can create animated ads for Instagram Reels using still images. However, the tool does not add entirely new scenes or camera angles but just animates existing elements in the image.

In addition, the social media giant will also allow advertisers to integrate creator content into their collection ads on Reels, with both accounts appearing together. This way advertisers can showcase their product and also show users the authenticity of the product with creator-led content.

Another feature that is currently under testing is allowing creators to add testimonials to a partnership ad, which Meta claims can improve ad performance. This way, when users open the ad’s comment section, they can see the creator’s opinion posted. The creator’s comment will be marked as “sponsored.”