It is well known that AI's usage has grown immensely in the social media sphere in recent years. From automatic content moderation and personalized recommendations to the ads, AI has been immensely impactful in enhancing the user experience on social media platforms.
With Meta attributing its digital boost to the usage of AI technology, it even more emphasizes the importance of AI to transform the way businesses connect with customers.
Considering the company's remarkable revenue growth and Meta’s effort towards introducing generative AI into its products, we foresee that the company’s digital ad boost will possibly increase in the coming days. In other words, more brands marketers will be encouraged to raise their marketing investment in Meta platforms.
Why? What can be the reasons behind Meta considering AI for digital ad boost?
When AI is put in place, it makes the work simple, effective, and beneficial for marketers and intuitive for audiences.
For organic posts:
For social media platforms like Meta, AI is contributing massively to managing and streamlining an unimaginable amount of data.
For instance, Instagram uses AI to analyse the data around the post, the data around the person who posted, the number of hours the user spent on particular types of posts and pages, and the history of interaction with the person who posted, and then it ranks and shows the post to users.
As a result, it leads to an increase in user engagement on the platform.
In fact, according to Mark Zuckerberg, AI-powered reel recommendations have resulted in a 24% increase in audience time spent on Instagram.
With AI's ability to predict, ad management and optimization are made easy for marketers. Be it finding which type of creative will drive better results and segment audiences, making ad creative, testing ads, or improving speed and performance, AI is hugely helpful for marketers.
On the other hand, AI prioritises the ad topic preferences that users have already opted for on Meta platforms. It in turn enhances the user experience and helps marketers get a high click-through rate on the meta-platforms.
Going forward, in our opinion, with the integration of generative AI and many other AI features, the user experience will only increase, as will marketers’ investment in meta-platforms.
Overall, usage of AI will possibly intensify on Meta platforms, and it will considerably help brands get more value from their social media activities and maximize the ROI.