Meta has announced the introduction of a new video tab on Facebook, designed to consolidate various video formats into a single location. This update was revealed during the Advertising Week event on Tuesday. In conjunction with this new feature, the social media behemoth also unveiled several artificial intelligence (AI) tools intended for the creation and management of video advertisements. According to Meta, 60 percent of user engagement on Facebook and Instagram is devoted to video content.
In a recent newsroom post, Meta elaborated on the enhancements aimed at advertisers, including the integration of the new video tab. Currently, while the mobile app allows users to view Reels, longer videos, and live content collectively, the web version necessitates switching between different video categories. The upcoming changes will unify video formats on the website as well.
Meta emphasized that the new video tab will facilitate advertisers in connecting with their target audiences more efficiently by merging various advertising channels and minimizing the steps required. Advertisers will have the capability to deploy various ad styles, such as standalone videos, carousel formats, in-stream ads, and overlay content, all within this consolidated tab.
In addition to the new video tab, Meta introduced innovative AI tools designed to streamline the ad creation process for video content. The first of these, called Video Expansion, enables advertisers to tailor video creative assets to various aspect ratios by generating previously unseen pixels within each frame. This tool allows advertisers to avoid the labor-intensive process of shooting and editing videos in different formats to cater to diverse audience touchpoints. Meta stated that this feature will be compatible with both Instagram and Facebook.
Another new AI tool, Image Animation, transforms static images into animated ads for Instagram Reels. While this tool does not introduce entirely new scenes or angles, it dynamically animates elements that already exist within the image.
Furthermore, advertisers will soon have the option to incorporate creator content into their collection ads featured on Reels, showcasing both the product and the authenticity provided by influencer collaborations.
Currently under testing is a feature that permits creators to include testimonials in partnership ads. Meta asserts that these creator comments—marked as “sponsored”—could enhance the overall performance of the advertisements by providing users with insights into the creator’s perspective when they browse the comments section.
