Meta Platforms Inc., the parent company of Facebook and Instagram, is launching new artificial intelligence (AI) tools aimed at helping advertisers create and edit video ads more efficiently. This initiative comes as users increasingly spend more time watching videos on both platforms.
Set to roll out broadly next year, the new AI-powered features will allow advertisers to transform static images into engaging video ads. Additionally, the tools will enable automatic editing and resizing of video ads, simplifying the production process for marketers.
Meta has been steadily enhancing its AI offerings for advertisers. The company already provides tools that help create text and images for ads and has long used AI to assist brands in identifying and targeting their ideal audience. Last month alone, advertisers generated over 15 million ads using Meta’s generative AI capabilities.
These innovations are part of Meta’s broader strategy to push video content, with the aim of increasing user engagement on Facebook and Instagram. As users spend more time watching videos, the company gains more opportunities to display ads.
In addition, Meta is introducing a new full-screen video feed on Facebook that will blend short-form Reels, livestreams, and longer video formats, offering a richer video experience. This follows the release of an AI tool designed to generate and edit videos from text prompts, encouraging more video content creation on the platforms. According to Meta, 60% of users’ time on Facebook and Instagram is now spent watching videos.
This latest development signals Meta’s continued focus on video as a key driver of user engagement and ad revenue growth.
