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Ripple effect: Social media addiction has been a subject of public debate for years, but time spent on apps like TikTok and Instagram keeps climbing. Meta has now confirmed it's using AI to personalize the Instagram feed, and that shift is driving a sharp increase in the amount of time users spend on the platform.
During its Q2 2026 earnings call, Meta said its latest Reels ranking update, the largest one to date, drove a 15-basis-point increase in Instagram sessions. The number of "reshares" has also increased significantly, suggesting the app is doing a better job of surfacing content users actually want to see.
Speaking to investors and analysts, CFO Susan Li explained that the algorithm is specifically designed to track the type of videos people watch on Instagram and recommend similar content, keeping people hooked to the app. According to Li, the algorithm now offers more personalized content than ever, giving users more direct control over what they see.
