If you feel like you're spending more time on Facebook and Instagram, that's normal.

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If, lately, you feel like you've become addicted to Facebook or Instagram says it may not be just an impression. In fact, thanks to AI, the group says it has been able to increase the time users spend on its platforms.

Increase in number of users and increase in engagement

At the end of October, the group presented its results for the third quarter of 2024. Very good results, since revenues were up 19%, while profits increased by 35%. Meta also indicated that there are more than 3.29 billion people who use at least one Meta application every day, which corresponds to an increase of 5%. In addition, the group would also have an increase in engagement on Facebook and Instagram.

“Improvements to our AI-based feed and video recommendations have driven an 8% increase in time spent on Facebook and a 6% increase on Instagram this year alone”, said Mark Zuckerberg. Previously, Facebook and Instagram relied on the list of accounts you follow to choose what content to show on your feeds. But to counter TikTok, the group created the Shorts video format. It also developed a recommendation system that uses AI to show you content that may interest you that does not come from the accounts you follow.

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Facebook is also attracting a little more young people

Today, this effort is paying off, since in addition to having increased the time spent by users on its platforms, Meta has also made Facebook more popular with young users. “On Facebook, we continue to see positive trends among young adults, particularly in the United States. On Instagram, global growth remains strong”, indicated the boss of Meta, during the presentation of the quarterly results.

• Recently, Meta presented its quarterly results: revenue and profit are up
• The number of users of Meta group apps has also increased
• And it indicates that people are spending more time on Facebook and Instagram
• This increase is attributed to the video format and the use of AI to recommend content

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