source: TC Global
Meta, formerly known as Facebook, has reported a 24% increase in the amount of time users spent on Instagram. This growth is attributed to the platform’s use of AI-powered Reel recommendations, which are similar to the algorithm used by TikTok.
AI-powered Reel Recommendations Drive Engagement
Meta’s CEO, Mark Zuckerberg, announced this news during the company’s Q1 2023 earnings call. He revealed that Instagram’s Reel feature has seen significant growth over the past few months, thanks to the AI-powered algorithm that recommends videos to users based on their interests.
The Reel feature was introduced in 2020 as a response to the growing popularity of TikTok. It allows users to create and share short-form videos with filters, music, and other creative effects. With the help of AI-powered recommendations, users can discover new content that aligns with their interests, keeping them engaged for longer periods.
Reel Feature: Instagram’s Response to TikTok’s Popularity
The Reel feature was Meta’s response to TikTok’s increasing popularity. TikTok had surpassed Instagram in terms of user engagement, and Meta needed to respond quickly to stay relevant. The Reel feature was introduced as a way to attract users who were already engaged with TikTok’s short-form videos.
Continued Investment in AI Technology Leads to User Satisfaction
According to Zuckerberg, the AI algorithm is a significant factor in driving user engagement and satisfaction on Instagram. The Reel feature has become a critical component of the platform, accounting for a significant portion of the time users spend on the app.
Meta’s continued investment in AI technology has resulted in significant improvements in user engagement, particularly on Instagram. The platform’s ability to personalize and recommend content based on users’ interests has been a game-changer in terms of keeping users engaged for longer.
Meta’s Personalized Features Enhance the User Experience
Meta has also invested in other AI-powered features such as image recognition, language translation, and chatbots. These features are aimed at making the user experience more personalized, efficient, and enjoyable.
Also read: Spotify Enhances Music Recommendations with AI Technology
Meta’s use of AI-powered Reel recommendations has led to a 24% increase in the time spent on Instagram. This growth is attributed to the platform’s ability to personalize and recommend content based on users’ interests, keeping them engaged for longer periods. As Meta continues to invest in AI technology, we can expect to see more personalized and efficient features that enhance the user experience.
