Complaints from millions of people — and the Kardashians — about the way Instagram now displays content haven’t been enough to back down from the company, which recently confirmed that it will continue to prioritize videos over photos in the feed. Mark Zuckerberg, in fact, wants to make Instagram and Facebook two social networks even less comfortable for users. Meta’s CEO has assured in the call to investors after presenting the results corresponding to Q2 2022, which both platforms will start using artificial intelligence to show even more content from accounts a person doesn’t follow.
Currently, as detailed by Zuckerberg himself, 15% of the content that the user sees in his Facebook feed is from accounts that are recommended by the platform’s algorithm. This figure is also slightly higher on Instagram. That is, a large part of the posts that appear on the home page are from accounts that a person does not follow, but based on the interactions with his followers, they could be of interest. The figure, however, does not seem to be enough for Meta. The company’s goal is to double that amount. This, therefore, will make 30% of the content displayed on the page is from recommended accounts, but that the user does not follow.
Meta, specifically, will use its artificial intelligence systems (Meta AI) to display that additional content that will appear in the user’s feed. It will implement it, at the latest, at the end of 2023. “Social media is moving from being driven primarily by the people and accounts you follow to being increasingly driven by AI recommending content you’ll find interesting on Facebook and Instagram, even if you don’t follow those creators,” he confirmed. the executive.
Facebook and Instagram want to be more like TikTok, and not just in features
There is no doubt that the goal of Meta is to make Facebook and Instagram practically a copy of TikTok. Not only in functions, but also in the way the content is displayed. The feed of the social network developed by ByteDance, in fact, is full of content created by accounts that the user does not follow.
Meta, to face TikTok in this regard, alleges that the AI in charge of recommending content on Facebook and Instagram will not stick to a single format —TikTok, remember, only shows videos—. In addition to Reels, they will also display content based on static posts or even links shared publicly by users. “In that sense, I think what we’re doing is going to be pretty unique. I don’t think people want to be limited to one format,” Zuckerberg said.
Meanwhile, Instagram is facing complaints from millions of users who They attack the company and its desire to look like TikTok. Adam Mosseri, head of the social network, recently responded to criticism by insisting that the service will not only continue its commitment to videos. In fact, it will intensify it. Therefore, much of the additional content that Meta wants to add to the platform is expected to be videos (Reels) from accounts that the user does not follow.