How E-commerce Will Be Impacted by Meta’s AI Model for Video Recommendations
Meta is once again changing its algorithm—but here’s why it may actually be beneficial to marketers. As we all know, Meta owns some of the largest social media platforms in the market, including Facebook, Instagram, Threads, and WhatsApp. Historically, each of these platforms had their own algorithm and AI model for sharing posts. But as the social media giant continues to push video content, they’ve been brewing up a change to help further their agenda. The new Meta AI model for video recommendations will be powerful enough to work across all of their apps and is speculated to increase Reels watch time by 8-10%.
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What is Meta’s AI Model for Videos?
The new Meta AI model will better recommend video content (including Reels and long-form videos) to users across all of their Meta apps. The goal is to provide personalized content recommendations based on a user’s interests, online behavior, and engagement patterns. This can be especially beneficial to marketers and e-commerce brands as they can use this enhanced algorithm to better reach their target audience.
How Does Meta’s New AI Model for Video Recommendations Affect E-commerce Marketers?
Now let’s get into the nitty gritty. Any experienced e-commerce marketer knows how tricky it can be to find the perfect campaign setup on Meta to help increase sales. From A/B testing audiences and creative, it can take months to develop a strong social strategy. Between Meta’s new Advantage+ Audiences and this new AI video model, it will become increasingly easier to get your ad in front of the right user. The algorithm will learn what type of content your brand is putting out and place it in front of a highly engaged and interested user, therefore allowing the marketer to rely less on guessing the right audience setup.
Why Does Meta Want to Increase Video Content?
We have all heard that video content is king—and rightfully so. It’s a win-win content strategy from a consumer and marketing perspective. Short-form videos allow for brands to create engaging content and share important messaging in a visual and creative way. Typically, videos tend to be higher converting when it comes to social media and website KPIs (key performance indicators, including engagement, link clicks, website traffic, session duration, events, and conversions.)
While this is all great for brands and marketers, it’s also a huge win for Meta. It takes longer to watch a video than it does to view a static image post, therefore increasing the time a user spends on their platform. And the longer a user is on Meta, the more ads can be shown, and the more money Meta makes. So, in this competition of best video platform between YouTube, TikTok, and Meta, it makes sense as to why Meta has hugely invested in this new video AI model. The better the video recommendations are on their platform, the longer a user will stay active, and the more chance both Meta and e-commerce have to increase sales.
Capturing relevant information about customers, fans, followers, and friends enable us to create more personalized interactions.
How Can My E-commerce Brand Take Advantage of Meta’s New AI Model?
If you’re an e-commerce brand looking to take advantage of Meta’s new AI model, the solution is simple: create more video content. However, it’s important to always prioritize quality content over quantity. Pushing out tens of low-quality videos for the sake of posting will not help your brand reach more users. Rather, it’s crucial to focus on creating video content that gets high engagement—that’s what will enhance your profile in the eyes of Meta.
To give your brand a competitive edge, work with Kraus Marketing. Our team of experienced videographers and digital strategists will create high-performing video content for your e-commerce brand. Talk to a team member today!