Advantage+ creative for video: what it changes and what to turn off
Advantage+ creative lets Meta change your ad as it delivers it: cropping or expanding the video to fit placements, applying a visual filter, translating the voiceover, adding music, stickers or a top comment. If your video is already finished and sized for each placement, turn off the ones that alter picture and sound, and keep the text options if you like them.
By Emma Hollis. Writes our guides to Meta video ads, from what we see making ads with RhythmAds.
A pen name for the RhythmAds team. The photo is AI-generated.
Updated
RhythmAds exports every ad in 9:16, 4:5, 1:1 and 16:9 with captions, logo and call to action kept inside the safe zones for each size, and the music is already mixed in. That's why we'd turn off auto-crop, expand and added music for our ads: each placement already has a version made for it, and a second soundtrack would clash.
What Meta can change on a video ad
| Feature (API name) | What Meta says it does | Our take for a finished ad |
|---|---|---|
| Visual touch-ups (video_auto_crop) | Crops and expands your media to fit more placements | Off if you upload each size yourself |
| Expand video (video_uncrop) | AI-generated expansion of the video to fit more placements | Off: it invents picture around your edges |
| Video filter (video_filtering) | Applies a visual enhancement to your video | Off if your colors matter, such as products sold by shade |
| Translate voiceover (translate_voiceover) | AI translation of the spoken audio into supported languages | Off unless you can check the translation |
| Music | Meta adds music to the ad | Off if your video already has music |
| Text improvements (text_optimizations) | Shows your text options as primary text, headline or description | Fine to keep: it only uses text you wrote |
| Relevant comments (inline_comment) | Shows the most relevant comment below the ad | Keep if your comments are friendly; turn off if you get complaints |
| Stickers (creative_stickers) | Adds AI-generated stickers | Off for brand control |
Meta's developer docs also list a flex media option that shows media chosen for one aspect ratio across all placements. Names in the Ads Manager screen can differ from these API names.
Sources: [1]
Why you can now pick them one by one
Meta used to group several enhancements into a single Standard Enhancements bundle. With Marketing API v22.0 (January 2025), Meta removed the bundle and moved to an opt-in for each feature. For single video ads, the individual options listed then were visual touch-ups, text improvements and relevant comments; the newer feature list adds more, including the AI-generated ones above.
Why Meta offers it at all
Meta says Advantage+ creative makes several versions of your ad and shows each person the version they're most likely to respond to. For an ad made from one photo, that can help. For a finished video you've already sized and scored, most of the gain is already in the file, and the risk is that Meta's version looks off-brand.
Sources: [3]
A sensible default
- Upload a version for each shape you'll run: 9:16 for Reels and Stories, 4:5 or 1:1 for Feed.
- Turn off the visual and audio enhancements: crop, expand, filter, music, voice translation, stickers.
- Leave text improvements on if you've written two or three headline and text options you're happy with.
- Preview each placement before you publish, because the preview shows what Meta will actually serve.
Where this stops being true
Meta changes these features often, and what appears in your Ads Manager depends on your objective, format and account. Some features may be on by default, so check the creative enhancements section on every new ad. We haven't run our own tests of enhancements on versus off, so the advice here is about brand control, not proven performance.
Questions
- Should I turn off Advantage+ creative enhancements?
- Turn off the ones that change the picture or sound if your video is finished and sized for each placement. Keep text options if you wrote them yourself. If your ad is a single photo, the visual enhancements are more likely to help.
- Does Meta add music to my video ads?
- It can, as an Advantage+ creative option. If your video already has music, turn that option off so the two don't play over each other.
- Why does my video ad look cropped on Reels?
- Usually because one shape is being stretched across placements by auto-crop or expand. Upload a 9:16 version for Reels and Stories and keep text out of the top and bottom of the frame.
- Can I turn off enhancements one at a time?
- Yes. Since Marketing API v22.0 (January 2025), Meta has used a separate opt-in for each feature instead of one bundle. Check the creative enhancements section of each new ad.
See it on your own product
Paste a product page link. You get three ad ideas and a scene-by-scene storyboard, free, before you sign up.
Sources
- 1.Meta for Developers: Get started with Advantage+ creative (feature list), checked October 30, 2026
- 2.Meta for Developers blog: Marketing API v22.0 impacts to Advantage+ creative enhancements (Jan 2025), checked October 30, 2026
- 3.Meta for Developers: Advantage+ creative overview, checked October 30, 2026