Meta Outlines Performance Improvements Based on its Evolving AI Systems

Posted on August 4, 2025
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Meta’s AI Revolution Boosting Social Media Engagement and Original Content

Meta is aggressively advancing its AI capabilities to enhance user engagement across Facebook, Instagram, and Threads. AI-driven video recommendations have increased time spent on these platforms by over 5%, with Reels now accounting for half of Instagram usage. The company is prioritizing original content by demoting reposts and aggregator accounts, thereby supporting creators and improving content relevance. Additionally, AI improvements are boosting ad performance and content discovery, creating fresh opportunities for marketers and users alike.

Optimixed’s Overview: How Meta’s AI Innovations Are Transforming Social Engagement and Content Discovery

Meta’s AI-Driven Growth in User Engagement

Meta’s CEO Mark Zuckerberg is pushing toward a future of automated superintelligence, but the company’s current AI applications are already delivering measurable improvements in user engagement. Key highlights include:

  • 20% year-over-year increase in Instagram and Facebook video watch time globally, driven by AI-powered recommendations.
  • A 5% rise in time spent on Facebook and a 6% increase on Instagram attributed to improved AI content ranking.
  • Reels videos now represent 50% of all Instagram time spent, emphasizing the platform’s video-first focus.

Prioritizing Original Content and Creator Support

Meta has revamped its algorithms to elevate original posts and demote unoriginal or reposted material, which supports content creators and enhances user experience. Notable efforts include:

  • Removal of aggregator accounts from Instagram recommendations.
  • Over two-thirds of recommended Instagram content in the U.S. now consists of original creator posts.
  • Continued focus on surfacing fresh original content to engage audiences promptly.

This strategy is crucial for Meta’s long-term success, especially as it expands into the Metaverse and immersive experiences that rely heavily on original creator content.

AI Enhancements Beyond Content: Ads and Threads

Meta’s AI advances extend to advertising and new social platforms:

  • AI-powered ad targeting improvements have increased ad conversions by approximately 5% on Instagram and 3% on Facebook.
  • Incorporation of large language models (LLMs) is significantly enhancing content ranking and user engagement on Threads.

These developments improve how content and ads are matched with the right audiences, offering marketers refined tools for reaching users effectively.

Implications for Users and Marketers

Meta’s integrated AI approach not only fosters richer user experiences through personalized video and original content but also opens new marketing opportunities by optimizing content delivery and ad performance. As AI systems evolve, businesses and creators can leverage these advancements to maximize their reach and engagement on Meta’s platforms.