Facebook is in trouble. Its escape plan: Turn into TikTok
LA TimesOn a quarterly earnings call, Chief Executive Mark Zuckerberg said Meta Platforms’ products will lean into algorithmic recommendation — a trend that has frustrated some users. “One of the main transformations in our business right now is that social feeds are going from being driven primarily by the people and accounts you follow to increasingly also being driven by AI recommending content that you’ll find interesting from across Facebook or Instagram,” Zuckerberg said. “We expect these numbers to more than double by the end of next year.” People spent over 30% more time watching Reels in the company’s most recent quarter, Zuckerberg said, and the company has now “crossed a $1-billion annual revenue run rate for Reels ads.” Even before Zuckerberg doubled down on it Wednesday, the increasing TikTokification of Instagram was stirring users’ ire. In a video addressing backlash to the recent changes, Adam Mosseri, head of the platform, said that although Instagram will continue to support still photography, “more and more of Instagram is going to become video.” Mosseri also framed the introduction of more recommended content into users’ feeds as a way to help smaller content creators find an audience.