Meta has shared new insights into its evolving use of AI-based content recommendations, with more than 20% of the content displayed in people's Facebook feeds and 40% on Instagram recommended by its AI system.

The company is moving away from relying solely on social graphs to populate user feeds, as TikTok's algorithm focuses on individual posts rather than connections.

As AI-based content recommendations continue to increase, businesses and creators may (and probably will) experience a proportionate decrease in their ability to reach followers.

Here’s how to take Advantage of the shift:

1. Define your niche and create content that aligns with it to increase your chances of being recommended by Meta's AI system to the right audience. Otherwise, there's a risk that your content will get discovered by an unintended audience, leading to engagement that may not translate into meaningful results for your business.
   
   For instance, let's say you're a real estate agent who specializes in luxury homes. Instead of creating content that showcases your personal life or hobbies, which may not be related to your niche, it's algorithmically better to create luxury-focused content. This way, your content attracts the right audience – i.e., people who are interested in buying or selling luxury homes (in your local area) — and thereby increase the chances of being recommended by Meta's AI system to that specific audience.
   
   I'm not suggesting that you should never post personal content. I'm simply emphasizing the importance of being mindful of the algorithm's recommendations when deciding what content to share.

2. Stay on top of trends and relevant news within your industry or niche, and use them as opportunities to create content that aligns with the current conversation. This can help you 'trend-jack' popular topics and increase the visibility of your content to a wider audience.
   
   For instance, if there's a trending news article about mortgage rates increasing, you could create a green-screen Reel with the article displayed in the background, discussing how the rate increase might affect the local market.
   
   Or, for example, if there’s a popular influencer in your niche discussing the impact of rising mortgage rates, you could create a Remix video with their content and provide your own unique insights to engage both your and the influencer's audience.

3. Use metrics like views and time spent on each video to identify which types of content are resonating with your audience, and adjust your content strategy accordingly.
   
   The longer users spend on your content, the more the algorithms will see it as valuable and distribute it to a wider audience. The reverse is also true.
   
   For example, if you notice that videos showcasing the inside of luxurious homes receive more views and longer watch times than videos about the surrounding neighborhoods, you can adjust your content strategy to include more of the former and less of the latter. This will increase the likelihood of your content being recommended by Meta's AI system and reaching a larger audience.
   
   Additionally, be sure to make appearances in your videos to strengthen the connection between you and your audience. By showcasing yourself in the luxurious home videos, for instance, viewers will associate you with the high-end real estate market and increase the likelihood of them choosing you as their agent in the future.

As Meta's AI system continues to evolve, it's essential to stay up-to-date with the latest insights and trends to make the most of its recommendations. By following these tips, you can create content that resonates with your target audience and increases your chances of reaching a wider audience, ultimately driving meaningful results for your business. So, stay mindful of the algorithm's recommendations, keep up with the latest industry news, and use metrics to refine your content strategy to stay ahead of the game.