At Advertising Week 2024, we’re announcing new ways for advertisers to improve their campaign performance with updates to our video ecosystem, creator content and suite of generative AI ad creative tools.

Key Takeaways

• People's time spent with videos on Instagram and Facebook is growing — 60% of time spent on both Facebook and Instagram is now video.¹
• To make it even easier for people to find Reels and other videos they love on Facebook, we're introducing a video tab to let people better explore the content they love.
• More than 1 million advertisers and 15 million ads created with our generative AI ad tools, in the last month. Ad campaigns using Meta’s generative AI ad features resulted in 7.6% higher conversion rate.²
• We’re expanding our suite of generative AI ad creative tools with new video generation capabilities.
• We’re rolling out new tools to help improve partnership ads performance on Reels — on average, adding partnership ads to business-as-usual ads reduced CPAs by 19% across all the tests.³

Meeting People Where They Are – Video

As people's time spent with videos on Instagram and Facebook grows — 60% of time on both Facebook and Instagram is now video¹ — we want to make it even easier for people to find reels and other videos they love on Facebook.

The new, full-screen Video Tab gives people the power to explore the videos they love – whether they be Reels, longer videos, or Live content – all in one place.

With this change on Facebook, advertisers will continue to benefit from our AI-enabled investments in ad delivery and ranking models, which helps us better show the most relevant ads to each person. With a diversity of ad formats enabled through this experience including standalone video & carousel ads, in-stream ads and overlay ads, you can focus on telling your brand’s story and we’ll help get it to the person most interested in your ad to drive the business outcomes you care about.

Introducing New Video Generative AI Ad Creative Tools

We’re seeing significant advertiser traction with our generative AI ad creative tools, with more than 1 million advertisers using at least one of these tools monthly and 15 million ads created with them in the last month. On average, ad campaigns using Meta’s generative AI ad features resulted in an 11% higher click-through rate and 7.6% higher conversion rate compared to campaigns that didn’t use the features.²

We continue to evolve and build out these products with feedback from advertisers. After launching full image and text generation earlier this year, we recently rolled out new capabilities to better incorporate advertisers' brand voice and tone – including we’ve recently begun testing the ability to use text prompts to create an image and upload logos to create more customized image outputs. As people continue to spend more time consuming video, we're building generative AI ad creative tools to help advertisers take advantage of that consumer trend.

Today, we are expanding the suite of tools and introducing video generative AI features, to support businesses along the entire ad creation journey.

These new video updates add to our suite of generative AI features available for advertisers in Ads Manager Advantage+ creative. We’ve begun rolling out these new features, and aim to make them more broadly available by early next year.

Tap Partnership Ads to Improve Your Reels Results

Creators are influential powerhouses – they have an authentic POV that people want to hear, they are multi-talented and masters of what their audience wants.

Finding the right creator to tell your brand's story is a key factor in your campaign’s success - 53% of people surveyed agree they are more likely to purchase an item if it’s been promoted by a creator on Reels.⁴ We’ve also seen that adding Reels partnership ads to existing Reels ads outperformed the campaigns with only BAU creatives at driving incremental purchases with 96% confidence.³

Today, we're announcing that advertisers can now integrate creator content into their collections ads on Reels and additional surfaces, with the two account handles appearing together, powered by their Advantage+ Catalog.

This new format allows advertisers to upload a creator image or video as a “hero” asset for collections ads in Ads Manager. The collections ad will then have a partnership ads dual header helping further engage audiences by tapping into the authenticity of creator content.

To get started, we recommend advertisers leverage their existing creator relationships to run partnership ads with their Advantage+ Catalog. This will optimize ad performance through increased creative diversification and personalization.

Why it matters: We’ve seen that adding partnership ads in the collection format to a carousel ads campaign, on average, led to 9.6% lower Cost Per Conversion, 4.3% higher Click Through Rate, and 11.8% higher Conversion Rate compared to campaigns with only carousel ads.⁵

We’re also testing the ability to add a creator testimonial to a partnership ad, a new format that offers advertisers an additional, low effort way to improve partnership ads performance. When you add a creator text testimonial to a partnership ad on Reels and additional surfaces, you have the ability to foster audience trust in new ways.

Lastly, to make it as seamless as possible for advertisers to integrate creators across their advertising strategies, we’re consolidating partnership ads tools into a single page within Ads Manager, called Partnership Ads Hub. This resource will make it easier for advertisers to set up partnership ads, manage partner content, and resolve eligibility issues.

One brand who has recently seen success partnering with creators is Lenovo, who partnered with @astronuggie and @dailyalissa to help reach a gamer audience beyond traditional gamers. After incorporating partnership ads, Lenovo saw a +22.4 point lift in brand awareness, 8.3 point lift in favorability and a 3.9% lift in purchase intent.