In addition to its Q1 revenue report showing Facebook usage continues to grow across all markets, Meta also noted the evolving use of AI-based content recommendations and user input. We shared some new insights about our growing reliance on machine learning to help. Feeds instead of relying solely on the social graph.
Meta has been leaning toward AI for the past year, and Meta chief Mark Zuckerberg said last July that the company plans to double the amount of AI recommendations in its user feeds. At that stage, about 15% of the content users saw on Facebook came from AI recommendations, and “a little more” on IG.
We are now on track to reach our goal of expanding the use of AI.
According to meta, as of today, mOver 20% of the content people see in their Facebook feeds is recommended by AI systems, while Instagram’s AI recommendations currently account for about 40% of the content seen.
This is a big change, especially given the fact that Meta’s market dominance so far has been its social graph, and most people use Facebook and Instagram.
But with the advent of TikTok, the approach to recommendations has changed, with TikTok’s algorithm focusing on individual posts, not necessarily who you’re connected to. This is a step away from “social” media per se and a step towards entertainment. That’s why we repeatedly point out that TikTok is really an entertainment network, not a social app.
And Facebook and Instagram are also heading in that direction by highlighting the best-performing content from topical categories.
So what does that mean for your social media strategy, and how do you maximize reach and resonance for each app?
Well, it should actually bring some benefits to the brand. Because while people view more content on Facebook, they’re also posting less updates of themselves, and more and more private sharing is moving to DMs instead. This leaves room for the best content to gain more reach in the app, but the challenge is to focus directly on the entertainment value rather than trying to maximize social engagement and interactive value per se. It’s about targeting.
Creating great and entertaining content, especially on Reels (Meta said Reels increased the total time spent on Instagram by 24%), is likely to get you more reach in either app. Become. Bring more content to people beyond your direct audience.
Topical thematic content that aligns with audience interests can actually gain more reach as a result.Meta also notes that users re-share reels more than 2 billion times daily. I’m here. This is a 100% increase in the last six months.
Of course, creating interesting content isn’t always easy. It’s one thing to say, “Create content your audience will love,” and it’s one thing to do it. But the focus of Meta’s AI recommendations is to show users more content that they are likely to be interested in. This is based on the content generating the most views and time spent within each topic.
It can offer new opportunities. Worth considering in your approach.
