{"id":30396,"date":"2023-04-27T22:21:14","date_gmt":"2023-04-27T22:21:14","guid":{"rendered":"https:\/\/scienceandnerds.com\/2023\/04\/27\/meta-says-time-spent-on-instagram-grew-24-thanks-to-tiktok-style-ai-reel-recommendations\/"},"modified":"2023-04-27T22:21:15","modified_gmt":"2023-04-27T22:21:15","slug":"meta-says-time-spent-on-instagram-grew-24-thanks-to-tiktok-style-ai-reel-recommendations","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2023\/04\/27\/meta-says-time-spent-on-instagram-grew-24-thanks-to-tiktok-style-ai-reel-recommendations\/","title":{"rendered":"Meta says time spent on Instagram grew 24% thanks to TikTok-style AI Reel recommendations"},"content":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/04\/26\/meta-says-time-spent-on-instagram-grew-24-thanks-to-tiktok-style-ai-reel-recommendations\/<\/a><\/br>
\nMeta says time spent on Instagram grew 24% thanks to TikTok-style AI Reel recommendations<\/br>
\n2023-04-27 22:21:14<\/br><\/p>\n

\n

Meta shared some updated engagement info around its platforms on its Q1 2023 quarterly earnings<\/a> call on Wednesday, with Meta CFO Susan Li joining CEO and founder Mark Zuckerberg to field questions from analysts about its results. Zuckerberg shared that time spent on Instagram has grown more than 24% since the company launched Reels on the platform thanks to AI-powered content recommendations \u2014 aka, the kind of non-connection recommended videos that TikTok basically built its entire brand upon.<\/p>\n

\u201cWe\u2019re very pleased with what we\u2019ve seen Reels drive in terms of incremental engagement on the platform so far,\u201d Li said later in response to an analyst question, adding that \u201cit\u2019s clear that people value short-term video\u201d on the platform. She further clarified that Instagram is also seeing a lot more sharing around Reels in recent months.<\/p>\n

\u201cWe\u2019re seeing the sharing flywheel take off with Reels re-shares, with re-shares doubling over the last six months,\u201d she said.<\/p>\n

Li seemed to shy away from an analyst question regarding whether Reels was having a similar impact on Facebook proper, but did repeatedly note that on FB, AI-driven recommendations that don\u2019t come from direct connections are increasing engagement among users.<\/p>\n

While Reels and AI recommendations are driving more engagement on Instagram, that\u2019s not yet directly translating to more revenue. In fact, Li acknowledged that Reels are actually cannibalizing some revenue from Stories and feed-based posts, since they\u2019re accounting for some of the time users would\u2019ve spent engaging with that content. The larger trend is incremental however, meaning overall user time is going up, which Li said will eventually be a positive point for revenue potential. She said Reels is on track to be revenue-neutral by end of year, or early 2024, and looked ahead to positive contributions sometime after that. She did point out that there will be product work in figuring out proper monetization for Reels, since they\u2019re \u201cstructurally different\u201d from existing Instagram content types.<\/p>\n

\u201cWe don\u2019t have line of sight to getting Reels to monetization parity with feed or Stories per time because of those structural differences,\u201d but because it\u2019s driving incremental growth, she said they\u2019re confident they will eventually become a key contributor to monetization.<\/p>\n<\/p><\/div>\n

<\/br><\/br><\/br><\/p>\n

Science, Tech, Technology<\/br>
\n<\/br>
\nSource:https:\/\/techcrunch.com\/2023\/04\/26\/meta-says-time-spent-on-instagram-grew-24-thanks-to-tiktok-style-ai-reel-recommendations\/<\/a><\/br><\/br><\/p>\n","protected":false},"excerpt":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/04\/26\/meta-says-time-spent-on-instagram-grew-24-thanks-to-tiktok-style-ai-reel-recommendations\/ Meta says time spent on Instagram grew 24% thanks to TikTok-style AI Reel recommendations 2023-04-27 22:21:14 Meta shared some updated engagement info around its platforms on its Q1 2023 quarterly earnings call on Wednesday, with Meta CFO Susan Li joining CEO and founder Mark Zuckerberg to field questions from analysts about its results. Zuckerberg […]<\/p>\n","protected":false},"author":1,"featured_media":30397,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26,17,8],"tags":[],"class_list":["post-30396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-science","category-tech","category-technology"],"yoast_head":"\nMeta says time spent on Instagram grew 24% thanks to TikTok-style AI Reel recommendations - Science and Nerds<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceandnerds.com\/2023\/04\/27\/meta-says-time-spent-on-instagram-grew-24-thanks-to-tiktok-style-ai-reel-recommendations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Meta says time spent on Instagram grew 24% thanks to TikTok-style AI Reel recommendations - Science and Nerds\" \/>\n<meta property=\"og:description\" content=\"Source:https:\/\/techcrunch.com\/2023\/04\/26\/meta-says-time-spent-on-instagram-grew-24-thanks-to-tiktok-style-ai-reel-recommendations\/ Meta says time spent on Instagram grew 24% thanks to TikTok-style AI Reel recommendations 2023-04-27 22:21:14 Meta shared some updated engagement info around its platforms on its Q1 2023 quarterly earnings call on Wednesday, with Meta CFO Susan Li joining CEO and founder Mark Zuckerberg to field questions from analysts about its results. 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