Meta’s Next Moves: What to Expect from the Social Media Giant
Meta's flagship app, Facebook, remains the largest social platform globally, maintaining a massive active user base despite losing some of its "cool factor." The app continues to play a critical role in connecting communities, though its focus has shifted in recent years.
Instead of leaning into your personal social graph, Facebook now emphasizes entertainment-focused content and AI integrations. Recent additions, like AI-generated prompts ("Imagine a toga party for animated characters") and tools for creating random visuals, aim to spark engagement—but not everyone is sold on their value to the social media experience.
So, what’s next for Zuckerberg’s platform?
The Push for More AI
Meta has doubled down on generative AI, investing billions in infrastructure to support its development. While the company once positioned the metaverse as its future, the rapid rise of AI tools has shifted priorities. Having worked on AI for over a decade, Meta sees this moment as its opportunity to stake a claim in the AI race alongside other major players like OpenAI.
But here’s the challenge: many of Meta’s AI tools don’t seem to align with the essence of social media—human connection. Social platforms thrive on interactions between people, yet Meta appears eager to integrate AI bots and tools into its ecosystem.
For instance, the company is experimenting with AI-generated images and even encouraging creators to develop AI versions of themselves. While innovative, these features stray from genuine human experiences, often flooding feeds with content that feels artificial or spammy.
In interviews, Mark Zuckerberg has hinted at a future where much of Facebook and Instagram’s content is AI-generated. Meta’s recent hire of Michael Sayman, who developed a social app driven entirely by AI bots, further indicates the company’s direction.
Whether users will embrace this shift remains to be seen. For now, expect your feeds to feature more AI-generated prompts and tools as Meta pushes to justify its investment in this technology.
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The Rise of Video
Video content has become the backbone of Meta’s engagement strategy, especially on Facebook. Short-form videos, like Reels, now dominate feeds thanks to their high engagement rates. Even if you’d prefer updates from friends and pages you follow, nostalgic clips and viral moments often catch your eye—an intentional tactic by Meta.
To support this shift, Facebook recently introduced a dedicated video tab, clearly inspired by TikTok. It’s likely Meta will continue prioritizing video in 2025, possibly allowing users to set the video feed as their default home screen.
The company will also push for more user-generated video content to fuel this demand. While Meta has experimented with long-form, exclusive programming in the past, short-form video now leads the charge.
If TikTok faces regulatory bans in key markets like the U.S., Meta is poised to fill the void, further solidifying its position as a video-first platform.
Looking Ahead
Meta’s evolving strategy leans heavily on AI and video, reshaping how users interact with its platforms. While these moves aim to keep the company ahead of tech trends, their alignment with the core values of social media—authentic human connection—remains up for debate.
Will users embrace a future filled with AI-generated content and video-first experiences? Only time will tell. One thing is certain: Meta isn’t slowing down in its pursuit of innovation and engagement.
