There’s no denying that businesses that fail to engage with their customers are doomed to stagnate and eventually die. As a matter of fact, Meta reports that over 1B people are regularly engaging with businesses on Meta platforms. This number isn’t industry specific either, it covers over 55% of every industry.
Meta continues to innovate on its platforms to allow businesses to leverage them to drive business objectives. Platforms like WhatsApp, Instagram and Facebook continue to be some of the most valuable touchpoints for businesses as it brings a mix of familiarity and proximity to both sides. It also allows businesses to leverage these aspects to build a persona and personality to better relate to its target audience. Recognising these factors, Meta has continually been innovating to allow businesses to leverage its platforms and the latest in technologies that complement them.
Leveraging AI to Ensure Platform Safety and Innovate to Empower Businesses
The latest to join the suite of tools is Artificial Intelligence. That’s not to say that Meta hasn’t used AI before. In fact, Facebook integrated AI into its timeline back in 2006. However, with the surge in interest when it comes to Generative AI, it is quickly becoming more apparent that we are indeed in AI 2.0.
Using the new advances in AI technology, Meta has quickly adapted to address newer trends and incorporate these advances to drive better results with less data. This also comes in the wake of a growing number of regions and countries clamping down on data privacy and security. The incorporation of Machine Learning algorithms and newer AI 2.0 advancements have led to 82% of hate speech being removed through automated means on platforms like Instagram and Facebook.
Meta is also implementing new algorithms that are created to use less data to deliver comparable or better results for businesses. To date, these algorithms have delivered a 20% increase in conversions for businesses leveraging them. With these algorithm’s working in the background, it falls to businesses to leverage them to drive business outcomes.
Business Messaging & Continuing the Customer Journey on Meta Platforms
As AI continues to become a deeply integrated factor for business continuity, we have to know and use the tools – paid or otherwise – that will not only allow for better outcomes but also help create a better customer experience.
Meta’s Business Suite and Ads Manager are continually being updated with tools that integrate AI technology to drive better business outcomes. One such tool is Meta’s Creative+ option which appears when you post content to your page. This feature allows you to test up to 4 different creatives to determine which delivers the best results.
Using features like this, businesses are able to extend their reach while keeping costs down. It also allows businesses to leverage the familiarity of the platforms to drive customer loyalty through business messaging. This comes in addition to AI-assisted product discovery with more broadly, AI-determined audiences for better conversions. AI-assisted determination also can help leverage behavioural data to optimise touchpoints based on customer behaviour.
This data can also be used to create chatbots that allow businesses to interact with customers more effectively. These chatbots can be built to suit the unique needs of businesses while still allowing for the flexibility for humans to jump in at any time.
Understanding Trends and Leveraging Them
One of the most important things to pay attention to is the trends that are emerging and continually shifting. These trends play a significant role in determining the combination of tools that will fit business needs. More importantly, it will also help determine the best approach for success on Meta’s platforms.
Meta shared a study on McDonald’s Malaysia leveraged the fact that there is an increasing number of users spending more time-consuming video content on Facebook and Instagram to be the driving force behind their recruitment campaign. Using reels available on Facebook and Instagram, the company was able to communicate the experience of being an employee at a McDonald’s outlet. Of course, the reels produced naturally embellished the experience with some fictional elements to generate interest and convey the business’s policies. This cornerstone content allowed McDonald’s to communicate directly to their target audience – Gen Z.
This falls in line with Meta’s own data which shows that more than 50% of time spent on Facebook and Instagram is spent consuming video content. This includes long-form videos, reels and even stories. In fact, reels may be the best touch point with over 200 Billion plays per day.
Meta’s Just Getting Started with AI 2.0 and Businesses Need to Start Leveraging It Now
It’s only the tip of the iceberg of how AI 2.0 will be impacting our world when it comes to creating consumer journeys, continuing Business Messaging and even creating content. Meta has already announced AI efforts like LLaMA which will no doubt factor into new tools that will come to its platforms in the future.
This will also entail businesses needing to deal with scams head-on hand in hand with regulators and companies like Meta. Meta is already working on identity verifications which will be more widely available to users as the year progresses. However, the company has yet to announce the same verification measures for businesses but we have it on good authority that it will be coming soon.
