Meta is expanding its library of creator tools with Meta AI Translations, a tool which dubs and translates short form videos, enabling online content creators to reach international audiences.
Meta AI Translations will be available to users on its social media platforms Instagram and Facebook.
The tool, which was first announced at the Meta Connect developer conference last year, uses the creator’s own voice to synthesise the new audio in a different language. The lip synching feature matches the creator’s mouth movements to make it seem more natural.
Activating the Tool
The translation feature can be turned off at any time. Users can enable the tool by selecting “Translate your voice with Meta AI” before posting a reel. Users have the choice of adding the lip synching feature and reviewing the translations before posting.
The translated reels will appear to other users in their default language on the platforms, Meta explained. Users can choose to turn off the translations by selecting “Don’t translate.”
Creators who use the translation tool can then view more detailed traffic metrics – such as which languages the content is most often viewed in.
Facebook creators who have already translated their content can also upload up to 20 of their own dubbed audio tracks to a video. These reels will also appear to users in their default language.
This feature is offered within the Meta Business Suite, the advertising management platform for creators. Here, creators select “Upload your own translated audio tracks” under the “Closed captions and translations” section. The translated audios can be modified or removed before and after posting the reels.
Meta AI Translations can translate videos with up to two speakers. Meta recommends using the tool on videos with minimal background noise where the creator is facing the camera and not covering their mouth.
Meta AI Translations will first be available for English to Spanish and Spanish to English translations. Meta plans to offer more language options in the future.
The tool is open to any Facebook creator with over 1,000 followers and any Instagram user with a public account.
AI and Influencers
The relationship between AI and influencers is complex. While this tool was built to assist influencers in boosting content, these creators have faced some threats with the rise of AI.
More brands have chosen to employ AI-generated “influencers” for marketing, as it offers a more cost-efficient and convenient option. Virtual creators like Aitana Lopez and Lil Miquela have partnered with well-known brands like Nike, Calvin Klein, and Prada.
Despite this, there is evidence that social media users may prefer the authenticity of a human influencer. A study from the Journal of Business Research found that AI-generated influencers are more likely to harm brand reputation, as they are more often blamed for false promotion and are seen as less relatable.
