Changing usage prompts a change in tactic
To enhance the user experience, Facebook is investing in AI-powered discovery. Over the last two decades, people have turned to Facebook for different things, including seeing what’s going on with friends, family, and groups where meaningful connections happen. However, there has been a shift in the last few years, with people coming to Facebook more for entertainment, to discover something new, or to learn what’s happening in the world. Facebook is using AI to show users content they are likely interested in, whether it’s text, photo, or video, and to give them the tools to express themselves in the best format.
Facebook’s ultimate goal is to make it easy for people to share with the audience that matters most to them, whether it’s with friends, a group, or the public. The platform believes that its simple-to-use formats, easy access to important audiences, and world-class AI will make it the best place for social discovery and sharing.
Facebook AI
Facebook uses AI to recommend all types of content, including Reels, photos, text, groups, short- and long-form videos, and more. The company has safeguards to ensure that recommendations are not harmful and don’t go against community standards.
For instance, Facebook uses AI to find public Group content based on users’ interests, showing them highly relevant content from public Groups in their Feed, without searching or depending on word of mouth to uncover a Group. Facebook is also using AI to recommend content for Reels, which continue to proliferate across the platform.
An improved platform for creators
Facebook is improving discovery on the platform, identifying creators who may appeal to users’ interests, and making it easier to find creators they’ll love. Facebook has introduced several features to make it easier for users to find creators they’ll love, including a rising creator label for popular creators, a suggestion unit in Feed recommending creators to follow, and a more consistent Follow action to help users follow creators they discover in recommendations or in comments on Facebook.
Messaging improvements
Private conversations are a popular way for people to share and connect on Facebook apps, with over 140 billion messages sent across the apps every day. Facebook is testing the ability for people to access their Messenger inbox within the Facebook app, making it easier for people to share what they discover on Facebook via messaging.
Facebook is also seeing more people turning to messaging as a way to build community. The company started introducing community chats to some Facebook Groups last year as a way for people to connect more deeply with their online communities in real-time around the topics they care about. And the early results are promising. Across Facebook and Messenger, the number of people trying community chats increased by 50% in December 2022.
Look for more Facebook changes in 2023
Over the coming year, Facebook will build more ways to integrate messaging features in the app. The goal is to make it easy and convenient for people to connect and share, whether in the Messenger app or directly within Facebook.
