Advantage+ video expansion for Reels: Meta's 2% lift claim
Meta's Advantage+ creative page claims a 2% conversion lift from video expansion on Facebook Reels. What that means if you already make native 9:16 video.
Meta's Advantage+ creative page says a 2% lift in conversions for Facebook Reels came from using video expansion. If you already deliver a native 9:16 file, expansion has less to do, and you can test with it on and off.
Claims and feature names are from Meta's Advantage+ creative page, read 2026-10-02. They are Meta's figures, and I did not find the test method on the page.
What the page lists
The page also says some enhancements may be turned on by default, and you can turn them off at any time.
| Feature | Claim on the page |
|---|---|
| Video expansion | 2% lift in conversions for Facebook Reels |
| Background generation | 2-3% lift in conversions for Advantage+ catalog ads |
| Related media | 13% more conversions |
| Also named | Image animation, image expansion, text generation, image generation, image touch up |
Why a native 9:16 file changes the question
Expansion exists to fill a vertical frame from a clip that is not vertical. Start with 9:16 and there is less to fill. Sume's video generation catalog reports supported_aspect_ratios per model, and several models offer 9:16. Timeline 1.0 renders 1080 x 1920 by default and has a fit setting per slot: cover, contain, stretch or blur.
That is a crop or blur you control, not generated pixels. It is a different trade-off from expansion, and Sume does not do generative expansion.
How to test it
A simple test plan.
- Run two ads with the same native 9:16 file, one with video expansion on and one off.
- Look at the previews first. Meta may change the creative on your behalf when an enhancement is on.
- Treat 2% as a ceiling for Meta's own test, not a forecast for your account.
- Read the related post on turning off AI enhancements before you decide.
What Sume cannot tell you
Sume has no view of your ad account, so it cannot say whether an enhancement helped. Make the files, run the test in Ads Manager, and read the result there.
Sources
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