Brand voice and tone. Meta is testing capabilities to improve brand voice and tone in genAI-powered creative, based on feedback from advertisers and agencies. The company also has a tool with voice prompt capabilities for advertisers building out text creative. Advertisers can also upload a brand logo to guide genAI-created visual assets.
Closer creator partnerships. Meta also unveiled a tool to create more integrated creator campaigns. It lets Advertisers incorporate creator content into collections ads on Reels and elsewhere.
The advertiser’s and creator’s handles will appear together, a capability managed through Advantage+ Catalog.
Meta also created a new Partnership Ads Hub where advertisers can manage creator campaigns. It lets them set up partnership ads and other content on one page.
Why we care. Meta and some of their advertisers say fixed images work well down-funnel and are simpler to scale with existing genAI tools. Video is better for telling brand stories at the top of the funnel.
The new genAI video tools let advertisers get involved in video where it matters most, with minimal additional resources. These capabilities, especially Video Expansion, ensure brand videos look native, professional and enticing on Meta platforms.