Don't like all those recommended posts? You're going to hate this.
Meta, formerly known as Facebook, announced lower-than-expected usage and revenue in its recent earnings report.
CEO Mark Zuckerberg highlighted Reels, the company's fastest-growing feature, as a key focus for growth.
Meta plans to increase recommendations of content on social feeds, similar to TikTok's popular algorithm-driven 'For You' feed.
Currently, about 15% of content in users' feeds is recommended by AI, a number expected to double by the end of next year.
This shift has received backlash from users who prefer the traditional social experience.
However, Meta intends to maximize user engagement and has seen positive results in Reels engagement with the introduction of AI recommendations.
Additionally, Zuckerberg mentioned the increasing shift towards private content sharing through messaging channels.
Reels ads are on track to generate over $1 billion in annual revenue, and Meta plans to improve ad targeting and increase ad load in Reels.
Despite the backlash, Meta will continue to prioritize user habits and behaviors.