Meta provides many AI tools for ad partners, and these tools are enabling many ad partners to improve their ad performance. Recently, Meta provided an updated overview of its AI ad tools. 

With its updated video generation features, Meta says, “By uploading multiple creatives with different themes and messages, businesses can leverage Meta’s AI to test and optimize at a scale that isn’t possible manually. For smaller advertisers with fewer resources, tapping into generative AI to build more creative variety, including video content, can be a game changer.”

Meta claims that ~2 million small and medium-sized businesses have seen adoption of image animation. AI tools can generate images from text, generate video from text or images, add backgrounds to product images, generate ad copy, and more.

Overall time watching videos on Facebook and Instagram has increased by 20% YOY. AI targeting has been improved and is providing more video content that is more interesting and engaging to users.

Reels has been the main generator of increasing time spent watching video content. According to Meta, 79% of users have made a product or service purchase after watching it on Reels.

Advertisers who partner with strong creators can increase their brand lift by an average of 71% and decrease acquisition costs by 19%. Meta Creator Marketplace is available for locating proven creators to partner with.

When building Reels, Meta offers these technical notes:

• Build for vertical with 9x16.
• Add audio.
• Build in a safe zone to ensure your message is not overlapped by the video interface.

Meta also suggests making use of the new Value Optimization and Value Rules elements which can offer advertisers additional optimization options. With Value Rules, advertisers can focus on different users with certain behaviors, demographics and more, allowing them to reach the best potential customers who are in step with their goals. Value Optimization allows prediction of return on ad spend, using AI and machine learning.