Meta has expanded its artificial intelligence capabilities for advertisers on Facebook and Instagram. The company is adding more generative AI tools to help businesses create engaging ads. This includes enhanced image and text generation, creative expansion, and centralized access to AI features within the Ads Manager interface.
One of the new capabilities is improved image generation. Advertisers will be able to generate full image variations based on their original creative work. By providing a reference image and conversational prompts, the AI can produce alternative backgrounds, visual styles, and completely different presentations.
This allows businesses to expand their visuals to suit multiple surfaces. For example, an advertiser promoting coffee beans may get AI-generated scenery showing a lush farm setting in addition to adjusted coffee cup images.
The text variation tool has also been expanded to generate alternative headlines in addition to body copy. Marketers can test different hooks for their ads based on headline formats that perform well for other brands in specific industries.
Meta notes its AI is trained on top-performing ads so the suggestions align with what typically generates clicks and engagement on Facebook and Instagram. Even without using the AI's ideas, advertisers can get insights into successful creative approaches.
Meta is testing the ability for generated text to reflect a brand's unique voice and highlight important selling points based on previous campaign content and input. As the AI capabilities are powered by Meta's most advanced language model, the text generation will become more expansive. Advertisers will also be able to add text overlays to creative works with various font options.
To make these AI features more accessible, Meta is centralizing all of its generative AI tools under the new Advantage+ creative tab within Ads Manager. This consolidation should simplify finding the right AI assistance needed for different campaigns.
These enhanced AI tools give businesses more flexibility when creating Facebook and Instagram ads. Marketers can experiment with different visual styles, headlines, and text variations to identify high-performing approaches.
The AI is trained on what typically resonates best with users in these social networks. While not a replacement for human creativity, these generative capabilities provide helpful suggestions that may spark new ideas or validate existing strategies.
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