Meta is heavily investing in AI with the objective of achieving superintelligence, aiming to enhance engagement on its platforms through automated content recommendations. In Q2, Instagram noticed a more than 20% year-over-year increase in video engagement. Meta reported that Reels now constitute 50% of time spent on Instagram. An algorithm update aims to prioritize original content while an overall strategy is in place to improve user engagement through better content relevance, addressing earlier declines in user interaction on its apps.
In Q2, Instagram video time was up more than 20% year-over-year globally. We're seeing strong traction on Facebook as well, particularly in the U.S. where video time spent similarly expanded more than 20% year-over-year.
These gains have been enabled by ongoing optimizations to our ranking systems to better identify the most relevant content to show. We expect to deliver additional improvements throughout the year as we further scale up our models and make recommendations more adaptive to a person's interests within their session.
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