Using Playtime On Facebook And Instagram Increases In Q2 2025

JAKARTA Meta CEO Mark Zuckerberg revealed an increase in the time of use of Facebook and Instagram applications. This increase was felt by Meta during the second quarter of this year.

Zuckerberg said that the increase in the time for using this application was driven by Artificial Intelligence (AI). According to the Facebook founder, Facebook's AI-based recommendation system on Facebook and Instagram has managed to make users comfortable.

"AI significantly increased our ability to display content they would find interesting and useful," Zuckerberg said in a second-quarter earnings call, reported via TechCrunch on Friday, August 1.

Facebook's internal data shows that Facebook's usage time is up to five percent, while the increase on Instagram has reached six percent. This figure shows that Meta has successfully utilized AI in personalizing its content.

To date, there are still many consumers who complain about AI Slop problems or low-quality content generated by AI. However, Meta believes that their AI system is getting better at finding relevant and useful content.

The number of daily users across the Meta app, including Threads, Messenger, and WhatsApp, reached more than 3.4 billion users last June. This shows Meta's dominance in the social media market globally.

This figure is up six percent from the previous year and has succeeded in driving Meta's total revenue to 47.1 billion US dollars (Rp778 trillion), up about 22 percent from the previous year (YoY).

Meta also noted an increase in user time in watching videos on its platform. This increase reached 20 percent from the previous year. According to the company, this increase was due to the Meta rating system and the promotion of original content which continues to be optimized.