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August 01.2025

2 Minutes Read

How AI Boosted Facebook and Instagram Engagement in Q2

Facebook and Instagram app icons on smartphone screen.

AI's Influence on User Engagement

In the latest earnings call, Meta CEO Mark Zuckerberg revealed that artificial intelligence is significantly reshaping user interaction on platforms like Facebook and Instagram. Recent statistics indicate a notable increase in the time users devote to these apps—5% on Facebook and 6% on Instagram in the second quarter alone. This development reflects advancements in AI's ability to enhance content recommendations, which Zuckerberg argues is making interactions much more personalized and relevant.

Balancing Quality and Quantity: The Challenge Ahead

Despite these gains, critiques about the rise of “AI slop”—low-quality, AI-generated content—persist among users. As algorithmic recommendations become more widespread, ensuring the quality of content remains a significant concern for Meta. The company acknowledges the mixed feedback but emphasizes ongoing improvements in AI systems, which aim to refine the user experience.

The Bigger Picture: Meta's Growth Metrics

Beyond engagement metrics, Meta reported that a staggering 3.4 billion people are now using its family of apps daily, a figure representing a 6% year-over-year growth. This surge in engagement has propelled the company's revenue to $47.1 billion, showing a solid increase of 22% compared to the previous year. The increased focus on video content has also benefited the platforms, driving a 20% rise in video viewership, aided by optimized ranking algorithms.

AI-Driven Competition: The Case of Threads

As well as boosting their existing platforms, Meta's foray into AI has sparked competition within the market. The company’s Threads app has reportedly experienced upticks in user engagement largely due to the integration of large language models (LLMs). This move highlights how AI technology is not just enhancing content delivery but also enriching user experience in fresh and innovative ways.

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How AI Boosted Facebook and Instagram Engagement in Q2

AI's Influence on User Engagement

Balancing Quality and Quantity: The Challenge Ahead

The Bigger Picture: Meta's Growth Metrics

AI-Driven Competition: The Case of Threads

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