Meta says its AI is making you spend more time on Instagram
THE SO WHAT
AI-tuned recommendations driving double-digit growth in Instagram time spent means engagement optimization is now an AI arms race across consumer surfaces — your paid and organic reach will increasingly be mediated by opaque models, not follower graphs. Treat Meta’s feed and Reels as AI-curated marketplaces: creative, format, and posting strategy should be tested against model behavior, not legacy social assumptions.
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