You can hardly ignore it anymore. In almost all tools and software, more and more AI functionalities are being rolled out. Meta is also working on rolling out new functionalities in the field of AI generation. It is now actually possible to edit your visuals in different ways using the following AI-generation features:
- Image Expansion
- Background generation
- Text extraction optimization
- Expand Video
Ideal, right? Or maybe not... As marketers, we are familiar with the Advantage+ recommendations from Meta itself and often not in a positive way. However, these new features seem to really offer a solution in the field of content. Curious how? Then read on, because in this article we explain them for you!
Image Expansion
This is a super handy new functionality, provided your content is suitable for it. This image expansion is not just zooming and cropping, but also generating a top and bottom for different format visuals.
There may still be some bugs to work on, but image expansion could be an enormously valuable addition when creating your ads. If you provide a square image (1:1), Meta can automatically expand it to, for example, a vertical format (9:16) using AI!
Background generation
Not all images are eligible for this improvement. Although Meta does not specify this exactly, it seems that this feature is mainly available for images with a “calm” background.
What this AI-generation feature actually does is generate different backgrounds for your image using AI. Additionally, a text overlay can also be added based on your input. This text can come from the headline of your ad, but it is also possible that text extraction optimization (the next feature) is the input for this text.
Text extraction optimization
This text extraction optimization feature is somewhat more abstract... As you can see in the image below, “keywords and phrases” can be extracted from your text and displayed in certain locations (overlays, footers, prominent headlines, and something called an info block).
What this looks like exactly is actually not yet an example. It is not clear how Meta determines and displays these keywords and phrases. And additionally, you do not get a preview of how your ads look with this “improvement”…
Expand Video
We saved the best for last… The new expand video feature is very impressive! The example below is actually a perfect example. You upload a landscape video (16:9) and Meta then uses AI to generate the top and bottom, resulting in a perfect vertical video (9:16).
In the example, the sky is simply an extension of the top of the video, but the fact that moving water was generated at the bottom is much more advanced. There is actually no indication that there is water in the original video…
Yes or no?
Honestly, you need to have some trust, or maybe even be a bit adventurous, to enable these features. But that actually applies to all Advantage+ recommendations. Some trust is needed to use them.
Since there are no specifications, you cannot see how ads perform when a specific improvement is used. You can embrace these improvements with the idea that they are not always used anyway (in only 5% of your views). If that is the case, it is because Meta thinks it will yield better results for me.
