Strengthen the recommendation algorithm again! What changes does the latest Meta data bring to brand overseas marketing?
Recently, Meta's new quarter revenue announcement was released. In terms of usage, Facebook's daily active users reached 1.97 billion, a slight increase from the previous quarter.
But at the same time, Meta's revenue for the quarter was $28.82 billion, missing consensus estimates of $28.94 billion.
To this end, Zuckerberg, as the leader of Meta, responded to questions from reporters and investors, responded to the slowdown in Meta usage growth and lower-than-expected revenue performance, and disclosed that Meta's applications Facebook and Instagram will soon be in the future. New changes of importance.
change one
The importance of Reels has been strengthened again
Reels are the key to increased user engagement on Instagram and Facebook.
In the first quarter of this year, Reels already accounted for 20% of people's time on Instagram, and in the second quarter this figure continued to grow, reaching more than 30%.
Therefore, Zuckerberg said that he will continue to pay attention to the important role of Reels.
What about overseas brands?
Undoubtedly enhancing the creation and distribution of Reels content on Instagram.
In the previous article we have written in depth Reels series articles, you can click the following links to view:
What are Reels? All about Reels
How to publish Reels
4 Tips for Creating Viral Reels
At the same time, we also recommend that brands use the "Smart Posting" function of Marketing Cloud to quickly switch platforms and pages that brands are managing, while managing social media pages including Facebook and Instagram.
Variation two
Further strengthen the recommendation algorithm and increase the proportion of AI-recommended content in the information flow
Reels are well-received, how did people discover Reels?
Zuckerberg emphasized that more high-quality Reels content will be driven by AI to recommend the flow of information to users.
In the past, Facebook paid special attention to people's social networks, hoping to replicate real human relationships in the network. But the emergence of TikTok proves that high-quality content and viral content can strengthen users’ stickiness to the platform more than intimacy – good content from strangers, with the help of AI recommendation algorithms, can also attract those who are interested in it.
Therefore, in order to promote more Reels content to be seen, Meta will greatly increase the proportion of content recommended by the AI algorithm to users' information flow. That’s currently 15 percent, according to Zuckerberg, and is expected to more than double by the end of next year.
How are brands responding to this trend change?
As early as mid-July, Facebook announced the revision of the Home page and Feeds page in the application. From this news, we derived a new strategy that brands need to adopt on Facebook - focusing on both the role of short videos and the focus on "Popular" dissemination.
In the face of the innovation of Facebook and Instagram algorithms and the evolution of functions, brands should prepare more suitable and open content for their social homepages to reach more potential users with an increased proportion of recommended positions.
Epilogue
Social media around the world seems to be "TikToking", but top influencers like Kim Kardashian of the Kardashian family are speaking out against the trend. But statistics don't lie, and it is imperative for Meta to improve the recommendation of AI algorithms. Facebook and Instagram will soon be more than just “micro-websites” and “photo-sharing” apps, and more aggressive content strategies must be on the agenda for brands.
If you are interested in how to help your brand gain more traffic and influence in the transformation of Facebook and other social media platforms, and if you need more one-on-one support from experienced overseas social media marketing experts, welcome to stay Please contact us below and we will arrange someone to contact you.