Maisie Lloyd
I'm passionate about recording the world, but most of all driven by creativity and collaborative environments. My experience revolves around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
Meta reveals at Advertising Week new AI-powered features to enrich advertisers’ creative opportunities with ad creation. The tools offer creators the ability to finesse visual elements with image animation and video expansion.
Meta is currently trailing its AI, configuring the tool to capture a brand’s voice and tone to help with generative copywriting for campaigns. Additionally, Meta looks to forge closer creator partnerships by providing a tool to produce integrated creator campaigns.
More on the features announced by Meta
Brand voice & tone
The brand voice and tone tool is not yet available, but it is in the works. It will allow advertisers to prompt the AI with information about their brand’s tone and messaging to produce ad creative in line with their brand.
This tool could have a significant impact on production, making the process more efficient for advertisers to produce unique variations of ad creative.
Image animation
Image animation will give advertisers the capability to animate any photography or graphics they have for ad creative. This could be a fantastic opportunity for brands predominantly using static to explore video creative for their campaigns.
Close creator partnerships
Integrated creator campaigns will be made possible with Meta’s now creator partnership tool. The tool enabled advertisers to use videos produced by content creators in their ads across Meta platforms. Advertisers are also able to utilise creator testimonials to produce ads.
Video Expansion
Video expansion is a feature which expands the aspect ratios of original video content that has been uploaded. It can do this by using the pixels within the video to generate an expanded version of the content.
This can help enhance the content, bringing new and unique aspects to the ads. Meta initially offered the feature for images; its popularity is what led to the feature being developed.
Meta’s historical AI updates
Meta first launched AI capabilities in October of 2023, with features like text variation where advertisers could adjust their body of text in campaigns, background generation and image expansion. Its initial release was a leap taken by Meta, to amplify the creative abilities within ad campaigns.
In April of 2024, Meta began to launch new AI features with Meta AI, an AI assistant for its millions of users to access for free. The tool enables users to prompt the AI on basic topics, and even image and GIF generation. This launch was available to users in feed, chats and search across Meta’s apps. The tool is yet to launch in the UK as Meta contemplates the legal implications the tool could have due to EU regulations.
In May (2024) Meta expanded its AI offering with further text variations, allowing for campaign titles and body text to be tailored to key selling points. Meta also unveiled complete image generation, which could be produced utilising previous campaign assets as inspiration.
The future of advertising on Meta
Meta signals to advertisers that they can offer tools to improve and elevate campaign creative. As they begin to integrate more tools to enhance video with AI, we have to give some praise in their ability to keep up with consumption trends.
As video continues to dominate in user content consumption, video tools can help advertisers position their ad campaigns more naturally within the social media landscape they exist in.
