Facebook has observed that users spend more time viewing videos than anything else on the network, therefore Meta Platforms Inc. said today that it is implementing a full-screen video tab on Facebook.
A new video tab that plays all video formats in one location will soon be added to Facebook’s platform. At Tuesday’s Advertising Week event, Meta made this statement. The social media company also unveiled a number of new artificial intelligence (AI) tools for creating and distributing video-based advertisements. The business noted that up to 60% of consumers’ time on Facebook and Instagram is spent watching video content when announcing new video marketing options.
A variety of new ad formats tailored to video-based content are being introduced, and it is also seeking to assist marketers with this. The statements were made this week at the Advertising Week 2024 event in New York, where Meta said that the typical user now watches videos—whether they are livestreams, lengthier videos, or Reels—on Facebook and Instagram for over 60% of their time.
Meta also described the new Facebook video tab and additional capabilities for marketers in a blog article. Users can now see Reels, longer videos, and live videos on the same tab on the Facebook app; but, on the web version, users must navigate between different types of content inside the video tab. However, the social media behemoth recently revealed that an integrated video sidebar showcasing several video formats would also be added to the platform’s online version.
Meta emphasized that by combining the many funnels and lowering the funnel steps, the modification will make it simple for marketers to reach the desired audience. Additionally, the business will let marketers display a variety of ad formats within the tab, such as overlay, carousel, in-stream, and standalone video advertising.
To make the process of creating video-based ads easier, the business also unveiled new AI capabilities. Video Expansion is the name of the first utility. By creating invisible pixels in every video frame, it may transform video creative elements into various aspect ratios. In the past, in order to reach every audience touchpoint, advertisers had to either manually edit the videos or record them in several formats. But the tool removes all of these inconveniences. According to Meta, this tool is compatible with Facebook and Instagram.
There was also the introduction of Image Animation, an AI image-to-video technology. Using static photos, this program can produce animated Instagram Reels advertising. However, the application just animates the existing parts in the image rather than adding whole new scenarios or camera viewpoints.
The social media behemoth will also allow marketers to include creative material into their Reels collections advertisements, allowing both accounts to show simultaneously. By using creator-led content, companies can both promote their product and demonstrate consumers how real it is.
Allowing creators to include a testimonial in a partnership ad is another feature that is presently being tested. According to Meta, this element can enhance the performance of the ad. In this manner, viewers may view the creator’s viewpoint when they access the ad’s comment area. The remark from the creator will be identified as “sponsored.”
According to a poll, 53% of Facebook and Instagram users are more inclined to buy a product or service if it has been pushed by a creator they follow. The firm claims that partnerships advertising are quite successful.
With the new format, marketers can use the authenticity of influencer-created content to attract viewers by running partnership advertisements after uploading a creator picture or video as a sort of “hero” asset for their ad collections in the advertisements Manager tool, according to Meta.
Meta said that it is evaluating the possibility of including creator testimonials in partnership advertisements, which would offer yet another way to boost ad performance. “It’s all about improving opportunities to build audiences’ trust,” the business said.
Last but not least, Meta said that it is simplifying things for advertisers by combining all of its partnership ads solutions onto a single page in the Ads Manager, which is now known as the Partnership Ads Hub.
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