Meta announced a few new ad updates at Advertising Week, including AI video animation tools, expanded creator collaboration options, additional Collections promotion features, and more.

First and foremost, Meta is adding in new AI creative options, with "Image Animation," which, as it sounds, will enable you to animate your still image assets.

According to Meta:

For the first time, you can generate video creative from your single static image, without any existing video assets on Instagram Reels. Early advertiser feedback has been positive as Image Animation helps overcome limited resources and give a longer shelf life on ad creative.

It could be well the terrific nice way of making promotions of interest. I mean, some of the AI generations we've seen are pretty dodgy, and pretty creepy, but with experimentation and refinement, it could be an easy way to get more video into your strategy.

Meta's also expanding its testing of AI-based "Video Expansion," which lets advertisers extend their video assets into a variety of formats through systematic prediction.
Meta has been working with variations of this for over a year, but now, more brands will also be able to have full video creation capacity within its expansion options.
Meta is also investing more into Collections ads, wherein brands will be able to integrate creator content into their Collections promotions.

This new format will allow creators to upload a creator image or video as a "hero" asset for collections ads in Ads Manager. The collections ad would then feature a partnership ads dual header, reaching audiences even further by tapping into the authenticity of creator content.
This will allow you to promote your products to each influencer's followers and potentially can be the maximum number of people interested in, through both reach and engagement in your creator partner as well as Meta's matching ability of the AI system.
Meta's is also testing the ability to add a creator endorsement with a partnership ad, and bringing together partnership ad's tools into one page in Ads Manager, termed the "Partnership Ads Hub".
An integrated overview. This will provide you with the management of partner promotion and ensure you're across all the detail of each.

While on the other hand, Meta has also mentioned that its coming video tab, touted as part of its app refresh last week, will also further facilitate more opportunity for advertisers to reach users.

With this update on Facebook, advertisers will continue to benefit from our investments in ad delivery and ranking models enabled with AI, that helps us bring in better relevance to each individual. You could focus on the tellings of your brand story and let us help get it in front of the person most interested in your ad to drive the business outcomes you care about.
So it's TikTok-like placement within its separate video tab, which could improve relevance and reach. Though that does also depend on users actually switching across to this new tab, which we don't know will happen just yet, but if Meta can get more people consuming more video content in a never-ending stream of clips, then this could facilitate expanded exposure opportunities.

So it is mostly video for Meta at advertising week, and given that video has grown to represent 60% of all user time spent on Facebook and Instagram, makes a lot of sense. And with AI tools now making it easier than ever to make animated content, even if you can't capture it yourself, there is more opportunity to tap into that for your own promotions.

This will not always be perfect, but you can definitely produce high-level results with Meta's multiple video updates.