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Embracing AI to Enhance Creative Tools
The platform has pledged to significantly change its tools in terms of creativity.
“Instagram was really founded on the idea of allowing anybody to share something creative that they were proud to share, and so we want to double-down on that by making sure that our creative tools are best-in-class across the board, which they are not right now,” says Mosseri.
He highlights that AI technologies will improve their current tools to help creators produce content of a higher caliber. Instagram started preferring smaller creators over content aggregators in April of last year, which was followed by significant algorithmic changes.
Messaging Emerges as Primary Way to Share Content
The second essential pillar is user communication. Surprisingly, the platform’s main channel for sharing content is now messaging. This research alters the way that conventional success metrics are viewed; direct communication is becoming more important than likes and followers.
“In terms of connecting with friends, we’re doubling down on messaging, which, by the way, is the primary way that people share on Instagram today, even though a lot of people don’t think of us that way,” Mosseri said in reference to the messaging emphasis on the platform.
It’s interesting that over half of the content in Instagram feeds is derived from AI recommendations, particularly from the Reels format, given recent changes to Meta’s policies regarding acceptable speech and fact-checking. According to Mosseri, the platform intends to test out novel ways for users to interact.
Content Success Factors Shift with User Behavior
While it’s still unclear how to categorize AI-generated content, content creators should continue to prioritize originality. According to research, the most likely content to go viral and increase conversions is that which evokes feelings of dominance, arousal, and pleasure.
These modifications coincide with a major shift in social media user behavior, which is moving toward more private content sharing methods.
