WHY FACEBOOK AND INSTAGRAM WILL SHOW EVEN MORE POSTS FROM UNKNOWN ACCOUNTS

Fri 29 July 2022:

By the end of 2023, the amount of content from suggested accounts that users see on Instagram and Facebook will double, according to Meta CEO Mark Zuckerberg, in an effort to engage users.

The CEO of the tech giant stated that all forms of content, including text, images, links, group content, and more, are covered by the overall artificial intelligence (AI) trend, which he believes is much broader overall.

“Right now, about 15 per cent of content in a person’s Facebook feed and a little more than that of their Instagram feed is recommended by our AI, from people, groups, or accounts that you do not follow. And we expect these numbers to more than double by the end of next year,” Zuckerberg said during the company’s earnings call.

Meta CEO Zuckerberg has dubbed this push as building the “Discovery Engine,” which will shift Facebook and Instagram from their “historical focus” of showing posts from a user’s social graph, or list of friends. With this change, Meta intends to compete with TikTok’s high reliability on AI that pulls up videos regardless of their source or origin, the report suggests. Moreover, this strategy has helped TikTok to become one of the most used apps in the world and also create a new creator economy.

The company said its AI finds additional content that people will find interesting that also increases the engagement and the quality of its feeds.

Zuckerberg said that since the company is already efficient in monetising most of these formats, this should increase their business opportunity over that period as well.

“Advances in AI enable us to deliver better-personalized ads while using less data. So it powers automated messaging and creation tools to let businesses run better-performing campaigns, which is particularly important for small businesses that don’t have big marketing departments and that have been hit hard by Apple’s policy changes,” he added.

SOURCE: INDEPENDENT PRESS AND NEWS AGENCIES

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