How AI is Powering Instagram and TikTok's Bold New Features

Instagram has ditched 'likes' for views, and TikTok has partnered with Warner Bros. for the ‘Spotlight’ feature—but it’s AI driving these innovations. Find out how artificial intelligence is reshaping how we engage with content and changing the landscape of social media.

?? The world of social media is evolving rapidly, and platforms like Instagram and TikTok are making significant changes. Instagram has shifted its primary performance metric from 'likes' to 'views', fundamentally altering how content success is measured. Meanwhile, TikTok has teamed up with Warner Bros. to introduce 'Spotlight', a feature that revolutionises media discovery. Behind these shifts, AI is the real force driving these updates, enhancing the way users engage with content and unlocking new possibilities for both platforms.

Let’s delve into how AI is propelling these developments on Instagram and TikTok, and how this cutting-edge technology is changing the way we interact with social media.

?? AI: The Engine Behind Social Media's Evolution

Artificial intelligence is powering the most recent updates on Instagram and TikTok, making these platforms smarter, more intuitive, and more engaging. With the help of AI, Instagram’s shift from 'likes' to 'views' aims to reflect authentic user engagement, while TikTok’s 'Spotlight' feature personalises media recommendations, offering a more immersive discovery experience.

Why this matters: The move from 'likes' to 'views' on Instagram and the introduction of 'Spotlight' on TikTok are more than just superficial tweaks. These updates reflect how AI can refine user experiences, making social media more engaging, personalised, and relevant.

Key AI-Powered Innovations on Instagram and TikTok

1. Engagement Optimisation: AI analyses user behaviour in real-time, prioritising content that garners more genuine engagement, moving beyond the often shallow metric of 'likes'.

2. Personalised Media Discovery: TikTok’s 'Spotlight' uses AI to recommend films and media content based on users’ preferences and behaviour, creating a more tailored experience for users.

3. Predictive Content Curation: AI helps both platforms identify which content will likely go viral, allowing them to serve content that resonates most with their users, ultimately increasing engagement and time spent on the platform.

?? AI's Role in Shaping Social Media's Future

Across the UK and globally, AI is rapidly becoming central to how social media platforms like Instagram and TikTok function. Instagram’s shift from 'likes' to 'views' uses AI to track how long users engage with content and what keeps them interested, offering a more meaningful measure of content performance.

At the same time, TikTok’s AI-powered 'Spotlight' feature is poised to disrupt media discovery. By using AI to analyse user behaviour, it offers tailored film recommendations, turning TikTok into more than just a platform for short videos—it’s now a tool for media exploration and discovery.

These updates highlight how AI is not just enhancing user experiences but also pushing social media platforms into new territories of personalisation and engagement.

?? Why AI is the Future of Social Media Engagement

As AI continues to advance, its influence on social media will only deepen. Instagram’s shift to prioritising 'views' and TikTok’s venture into media discovery are just the beginning of how AI is set to revolutionise user engagement and content interaction.

Key Reasons AI Will Shape the Future of Social Media:

1. Authentic Engagement: AI provides platforms with deeper insights into what users value most, allowing content success to be measured more accurately and meaningfully.

2. Personalised Experiences: AI ensures that users see content that’s most relevant to them, increasing engagement and satisfaction on both Instagram and TikTok.

3. New Revenue Opportunities: AI-powered features like 'Spotlight' could open up new avenues for monetisation, connecting users with media that matches their preferences and encouraging collaboration with brands and creators.

Looking ahead, AI will continue to reshape the social media landscape, creating more personalised, meaningful, and impactful experiences for users while providing platforms with new ways to foster engagement and growth.

Curious about how AI is transforming social media? Learn how platforms like Instagram and TikTok are using AI to enhance user experiences and revolutionise the way we engage with content.

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