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Facebook usage is rising, according to The Wall Street Journal’s reviewed insights along with fascinating observations on general Facebook and Instagram usage statistics.
This is despite Facebook being seen as an outdated platform with the rise of new social media apps, such as TikTok, that have taken the internet by storm.
Facebook Head Tom Alison wrote in a memo to his staff, “Facebook engagement is stronger than people expected. Our internal data indicates that Meta has grown to a meaningful share of short-form video.”
The parent company of Facebook and Instagram, Meta, is beginning to see a route to recovery after the most difficult year in its existence, according to The WSJ review.
According to the review, Meta has improved ad-targeting algorithms to generate better predictions based on less data thanks to significant investments in artificial intelligence tools.
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Despite Chief Executive Mark Zuckerberg’s declaration that the Meta would put “metaverse-first, not Facebook-first,” the majority of its renewed effort is focused on Facebook and other traditional social media platforms.
AI tools have also provided a huge boost to Reels, the short-form videos meant to match up to TikTok for both Facebook and Instagram users.
Although the papers and interviews indicate that viewership has increased on Facebook, which continues to be by far Meta’s greatest revenue source, Reels videos were still having trouble gaining consumers’ acceptance last summer.
In an employee meeting in October, Zuckerberg and Meta Chief Marketing Officer and Vice President of Analytics Alex Schultz attributed a 20% increase in time spent watching Reels to improvements to Facebook’s algorithms and the computing systems on which they run.
According to Schultz’s statements, which were taken into consideration by the Journal, Meta had other AI-driven enhancements in the works that it hadn’t yet released.
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Source: The Wall Street Journal
Jaw de Guzman is the content producer for Comms Room, a knowledge platform and website aimed at assisting the communications industry and its professionals.
