Meta Platforms Inc. (META, Financial) is refining its strategy on Facebook by introducing a full-screen video tab to cater to increased video consumption on the platform. This initiative aims to provide an immersive viewing experience while offering new advertising opportunities. The announcement comes as over 60% of user engagement on Facebook and Instagram revolves around video content.
To support this shift, Meta has launched a variety of new video ad formats, such as standalone video ads, carousel ads, interstitial ads, and overlay ads. These options give advertisers more ways to attract user attention through engaging video content.
Additionally, Meta has upgraded its generative AI advertising creative tools, which have shown to be more effective than traditional methods with an 11% higher click-through rate and a 7.6% higher conversion rate. The enhancements include Video Expansion, allowing advertisers to adjust aspect ratios for a more immersive experience, and Image Expansion, which converts static images into animated visuals for Instagram Reels.
These new AI tools are part of the Ads Manager Advantage+ suite and are available for free. The Image Animation feature has already been rolled out, and Video Expansion is currently being tested.
Meta is also improving its collaboration advertising tools, making it easier for advertisers to partner with influencers on Facebook and Instagram. This update allows the integration of influencer content into Reels and other services, supported by Meta’s advanced Advantage+ Catalog Ad.
Research indicates that 53% of users are more likely to purchase products or services promoted by creators they follow. The new format enables advertisers to use creator-generated content as part of Ads Manager’s 'hero' collection ads, featuring dual headlines to leverage the authenticity of creator content.
Meta is piloting the integration of creator endorsements in collaborative ads and simplifying advertiser workflows by consolidating these tools into a single page within the Ads Manager, known as the Collaboration Ad Center. This setup facilitates easier collaboration ad setup, management of partner content, and resolution of collaboration eligibility.
