Meta has quietly rolled out another AI-powered enhancement for advertisers that could significantly impact ad delivery across language barriers. The new "Translate Text" feature, currently marked as an "Early release" enhancement, automatically translates ad primary text and headlines into multiple languages.
How the New Translation Feature Works
When enabled, this feature allows Meta's advertising system to:
- Automatically translate your ad's primary text and headline copy into other languages
- Deliver your ads beyond your specifically selected language settings
- Show translated versions to audience members when Meta's data indicates they may understand other languages
This represents a potentially significant shift in how ads are delivered across Meta's platforms, as it essentially expands the linguistic reach of advertisements without requiring manual translation work from advertisers.
Important Considerations for Advertisers
The feature comes with several important caveats that advertisers should be aware of:
- It is currently disabled by default in most ad accounts
- Meta recommends advertisers "review each translation closely" if they choose to enable this option
- The setting is managed at the individual ad level rather than account-wide
For advertisers concerned about message consistency and brand voice across different languages, this feature warrants careful consideration before enabling. Poor translations could potentially impact campaign performance or brand perception in unexpected ways.
How to Check Your Settings
Advertisers can verify whether this feature is enabled or disabled for their ads by checking the ad-level settings within their Meta Ads Manager. As with any automatic enhancement, it's recommended to regularly review these settings to ensure they align with your campaign goals and brand guidelines.
