Advantage+ video expansion for Reels: Meta's 2% lift claim

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.

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.