Recently, many public figures and ordinary users have complained that Instagram looks more like TikTok. It seems that these complaints are not able to make the top brass of Instagram and Meta to change course.
Meta CEO Mark Zuckerberg said Instagram and Facebook will show more content from accounts that users don’t follow. Simply put, Instagram and Facebook will become more and more like TikTok by the end of 2023.
Talking about Meta’s second-quarter earnings, Zuckerberg explained that his company will encourage the use of the ‘Discovery Engine’ on Instagram and Facebook. This engine will be Meta’s weapon against TikTok which relies on artificial intelligence (AI) to recommend content to users.
“Social feeds will change, from being managed by the people and accounts you follow to becoming increasingly AI-driven recommending content you find interesting from across Facebook and Instagram, even if you don’t follow those creators,” Zuckerberg was quoted as saying. from TechCrunch, Thursday (28/7/2022).
Zuckerberg said Meta will use AI to recommend all publicly shared content on its platform, including photos and links. According to him, this will make Instagram and Facebook more unique than TikTok, which only recommends short videos.
Zuckerberg revealed that currently around 15% of the content on the Facebook feed is served by AI Meta, and that figure is slightly higher on Instagram. He wants that number to double next year, so 30% of users’ Instagram and Facebook feeds will be filled with content from accounts they don’t follow.
Fortunately, Instagram users who only want to see content from accounts they follow can enable a ‘Following’ feed. Facebook users can also explore the ‘Feeds’ tab to see content from friends, groups and accounts they follow, and can ignore the TikTok-like ‘Home’ tab.
Zuckerberg’s statement about the future of Instagram and Facebook that will be more like TikTok is in line with what was said by previous Instagram officials. Head of Instagram Adam Mosseri said Instagram will focus more on video over time but will still support photos.
Mosseri’s comments come a day after Kylie Jenner and Kim Kardashian, two public figures with millions of followers on Instagram, asked the Meta-owned platform to stop copying TikTok.