Meta’s targeting edge vs TikTok’s features
Brainlabs tested Meta’s new video features and saw an incremental lift of 3% to 5% compared to ads with static images, according to Jonathan Molina, vp, paid social, Brainlabs.
“When we talk about technological advances, I don’t think [Meta’s tools] is cutting edge when we consider what AI is capable of,” said Molina, who acknowledged that these advancements translate into practical solutions for small and medium businesses.
“Where Meta has an edge is that their gen AI learns from social media and emoji language,” said Jack Johnston, Tinuiti’s senior social innovation director. “They are developing the best technology for their platform, but it may not be broadly usable outside of Meta. Whereas with Gemini or Google’s other gen AI products, there’s usability outside of those specific platforms.”
Johnston also noted that TikTok is pushing the boundaries further in video generation compared to Meta, with its Symphony tool allowing marketers to upload product images and generate videos with voiceovers based on prompts.
Meta’s new tools will be integrated into Ads Manager as part of the Advantage+ creative suite, set to launch early next year. The platform announced a raft of other new features, including a video tab and tools to better integrate creator marketing assets.