AI tools · News
Meta image-to-video and Lifecycle Strategy go live
Image-to-video in Advantage+ creative is generally available, and Customer Lifecycle Strategy is open to every advertiser. Most of the assistant news is still in testing.
Jerry Quin2 min read1 source
Illustration: The Keywordless.
The short answer
What changed
Image-to-video in Advantage+ creative is generally available, so you can make video from your existing static ads. Customer Lifecycle Strategy is open to all advertisers. It recommends excluding existing customers from campaigns you mark as acquisition.
Who has it
Both features are open to all advertisers now. Ads Creative Studio is rolling out to more advertisers. The agentic features in the Meta AI business assistant are still in testing.
What I'd do this week
Turn on Customer Lifecycle Strategy for your prospecting campaigns, and read the suggested exclusions before you accept them. Then run generated videos alongside your best static ads, not in place of them.
Meta's Advertising Week New York post on Oct 6 had a long list of AI news. A few items are available to advertisers now. A lot of the rest is labeled a test, a beta or "soon."
What's live
- Image-to-video in Advantage+ creative. You can generate video from existing static assets, and Meta says the feature is generally available.
- Customer Lifecycle Strategy, now open to all advertisers. Mark a campaign as acquisition and Meta recommends excluding existing customers, so you don't have to build those exclusions by hand.
- Ads Creative Studio, the creative workspace Meta tested this summer, is rolling out to more advertisers.
What's still a test
- Agentic features in the Meta AI business assistant. Meta says it's beginning to test planning and creating campaigns, generating creative, updating targeting and changing budgets by chat, with previews and approvals. Scheduled tasks and alerts are in testing too.
- Product video from catalog images, for eligible beta advertisers.
- AI audience discovery in Detailed Targeting, which Meta says arrives by the end of the year.
- Direct checkout inside Meta's messaging and AI apps.
Who it affects
Anyone running prospecting campaigns on Meta, and Search managers who also own the Meta budget for the same accounts.
What I'd do
Start with Customer Lifecycle Strategy on campaigns that are supposed to find new customers. If you suspect an acquisition campaign has been spending on people who already bought, the exclusion recommendations are a quick way to check. Read them before you accept, so you know which audiences Meta is pulling out.
For image-to-video, pick a campaign that runs mostly static images. Generate videos from your best static ads and run them next to the originals instead of replacing them. Meta says more than 60% of the time people spend on Facebook and Instagram is with video, so a campaign with no video at all is worth a test. Watch every generated video before it goes live.
Hold off on the assistant news until it shows up in your account. When it does, hand it the low-risk jobs first, like summaries and budget reminders, and keep targeting and budget changes behind your own approval.
Jerry Quin
Jerry Quin is the pen name of a paid media practitioner who has managed Google Ads accounts at an agency for 10 years. He writes about Google Ads, Microsoft Ads, ChatGPT Ads, and the rest of paid media and digital marketing, from what's rolling out to what he'd actually do about it.