Meta, formerly known as Facebook, has recently announced its plans to double the number of AI recommendations in user feeds by July 2023. Currently, AI systems recommend over 20% of content in Facebook feeds and 40% in Instagram feeds. This shift toward AI recommendations reflects the evolving landscape of social media, with platforms like TikTok prioritizing individual post content over social connections.
Changing Dynamics of User Engagement
The report highlighting the increase in AI-recommended content also reveals a change in user behavior. While Facebook users are consuming more content, they are posting fewer updates themselves, and personal sharing has transitioned to direct messages (DMs). As a result, the shift to AI-driven recommendations could offer advantages to brands by allowing their best content to reach wider audiences within the app.
Shifting Brand Focus
With the growing prominence of AI-recommended content, brands should adjust their strategies accordingly. Rather than solely focusing on maximizing social engagement or interactive value, the emphasis should now be on creating entertaining content. Brands are advised to prioritize the production of high-quality Reels, as Meta reports a 24% increase in total time spent on Instagram. Aligning Reels with the interests of the target audience becomes a crucial tactic to leverage the increased exposure from AI-recommended content.
Seizing Opportunities for Reach
By producing compelling and entertaining content, particularly in Reels, brands have a higher likelihood of expanding their reach within both apps. The algorithm now aims to showcase content to users beyond their immediate audience. Creating Reels that resonate with the target audience's interests not only increases the chances of being recommended by AI but also encourages sharing by other users. Meta highlights that users are now resharing Reels over 2 billion times daily, representing a 100% increase in the past six months.
Understanding the Algorithm for Broader Audience Reach
While it can sometimes be frustrating that Meta is shifting away from showing content to your followers, there are still opportunities to reach a broader audience by aligning with Meta's recommendations and understanding how the algorithm operates. By working toward these recommendations, brands can extend their reach beyond their established audience and tap into new opportunities for growth.
In conclusion, the increasing prevalence of AI recommendations in user feeds presents both opportunities and challenges for brands. Adapting to this shift by creating entertaining content, particularly in Reels, can enhance a brand's visibility and reach. Understanding and aligning with Meta's algorithmic recommendations will be crucial for brands seeking to leverage the changing dynamics of social media platforms.
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