‘Reels’ give new life to Instagram and Facebook

Meta (parent company of Facebook and Instagram) is starting to recover from the rough year he had in 2022 thanks to the popularity that short videos are gaining on his networks (rollers)while improving its algorithm through artificial intelligence tools.

users of Facebook and Instagram are communicating with short videos, ad targeting is improving and the company’s social networks are on the way to recovering from a major blow from Apple’s privacy changes, The Wall Street Journal reported Friday. WSJ), who had access to internal documents and exclusive interviews.

“Our internal data shows that Meta has grown to become a significant part of short-form video,” Indian Tom Alison, the head of Facebook, for the tabloid.

Meanwhile, fear of rivals seems to be waning TikToka short video only platform that has become very popular in recent years.

Major investments in artificial intelligence tools have allowed Meta to improve its ad positioning systems to make better predictions based on less user data.

Last October, David Wehner, the then-chief financial officer, now the chief strategy officer, said publicly that “almost all” of the additional $4 billion to $5 billion the company planned to spend on data centers in 2023 would go to artificial intelligence.

Additionally, executives told employees in October, according to the WSJ, that Meta expects to begin recovering from Apple’s move — which limited Meta’s ability to collect information about what its users do outside of its platforms — in the last quarter. it ended on December 31.

The company will report fourth-quarter results next Wednesday.

Artificial intelligence tools have also helped with driving Reels based on their user interests, regardless of whether the user is a “friend” of the video creator.