Overview
- Meta confirmed on its Q2 earnings call Wednesday that global time spent on Instagram grew by double digits year over year and attributed the rise to revamped feed and Reels recommendations.
- The company now feeds every public Reel and Feed post into large language models and its Muse model family to analyze topics, tone, and video features for ranking decisions.
- Meta said its largest Reels ranking update produced a 15 basis‑point lift in overall sessions and that more than half of recommended content is now under a day old.
- A new Muse Image feature that let the system generate images from public account photos was launched in early July and shut down within days after privacy complaints; users can opt out of visual reuse but not of text or audio processing.
- Meta disclosed $2.40 billion in legal‑related charges, faces multi‑state lawsuits alleging its designs harm youth, expects more youth‑focused trials this year, and plans to roll the LLM recommendation system onto Facebook.