Facebook Adds New Features to Video Creation Kit

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Video content is a valuable tool for marketers who want to make an impression on social media. Unlike photos, which people can quickly scroll past, people have to stop to see a video play. Videos on social media receive more engagement, and they get consumers to spend more time thinking about a brand or product. However, video content is harder to create than images. Facebook is helping users develop videos for posts and ads by updating the Video Creation Kit with new features.

In an announcement on the Facebook Business blog, the company wrote, “Last year, we launched the Video Creation Kit, a tool that makes it easy to create compelling video ads by converting static images and text into engaging video ads optimized for mobile. And now, we’re introducing even more ways to customize, automate, and improve your workflow in the Video Creation Kit.”

The update adds four new or improved features. First, the Video Creation Kit is simplifying the process of making videos for different aspect ratios. A new button has been added that automatically turns a single video into multiple videos with various aspect ratios. Marketers can use this feature to optimize their video content for different placements, such as feed and stories environments. Using this tool will save time for advertisers who need to create video ads that appear customized for each placement. They no longer need to shoot additional content or edit manually.

Facebook is also adding new templates that can be used to create videos quickly. One of the most notable additions is the ability to use single-image templates that “take a static image and add visually engaging motion to capture your audience’s attention.” The irony of this feature is that when Facebook first added video, they penalized pages that were using static images as videos to get more views. To be fair, the template combines motion and other elements to make the static image seem more dynamic.

One of the issues with using a free video creation tool is that many of the videos made with that tool will look the same. Facebook is combating that problem by adding more customization options. Facebook has added 20 new font options to the Video Creation Kit. Marketers can use these customizations to create text overlays that more closely align with a brand‘s guidelines. With 20 more options, even if they don’t have your exact font, they will have something that has a similar feel.

And while it’s something that should’ve been there from the start, the Video Creation Kit now has the ability to save drafts for later. It’s a helpful addition for marketers who may not have everything they need at once, or who want to edit the video after the first draft.

There are even some things to look forward to in the near future. Facebook plans to release seasonal content, such as stickers, that can be added to the videos you create. New stickers and templates for seasonal ads will include events like Halloween, Mother’s Day, or Dia de Los Muertos.

For more news about recent updates and changes to Facebook, read this article on recent changes to the Facebook News Feed algorithm.


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