Meta’s general manager for Latin America and Miami, Agustina Fainguersch, spoke about how brands are benefiting through the company’s digital ecosystem that brings together platforms like WhatsApp and the trends that will rally in Colombia in 2023.
We have a very diverse ecosystem and are thriving even though we have been in the market for several years. Today Meta is experiencing a historic peak in user numbers. More than 3.7 billion people currently use our ecosystem of apps between Facebook, Instagram and WhatsApp every month. An interesting thing is that Facebook has already surpassed 2,000 million daily active users.
A significant figure we see in Colombia is that four out of five Colombians are on Facebook today, so we have a really very representative participation within Colombian society. This is undoubtedly a very interesting thing, as companies can connect with users.
We recently presented a study, and among the findings, 70% of respondents said they discovered new products and brands on Meta, which presents a great opportunity for companies to reach the right audience. The projections we see for this year in Latin America are, Colombia to be among the top five countries to lead growth in digital investment. And yes, companies today are investing more in digital than in past years.
We see a very diverse trend here; Both large, medium and small companies are investing more and more in digital advertising.
Equal There are companies that invest 100% of their investment in digital advertising, and more and more entrepreneurs are looking to invest in digital. Likewise, we see emerging businesses today trying to leverage digital advertising to connect with their audiences.
The impact has been positive, with companies today increasingly using conversational commerce, where platforms like WhatsApp and Instagram stand out to reach their audiences.
The first trend is artificial intelligence (AI) and this will focus on businesses with better returns. In fact, we’ve already started incorporating this into our own platforms to help increase engagement and improve the recommendations we make to our community. This will undoubtedly allow you to achieve better results for businesses and create increasingly relevant ads.
Among the relevant figures, it stands out that as of the fourth quarter of 2022, advertisers improved their business results by 20% thanks to artificial intelligence. The second trend focuses on the messaging or conversation business and that’s WhatsApp. And today we communicate through this platform for almost everything we need, and in countries like Colombia this is already essential for doing business. We know that a billion people around the world communicate for weeks through a business account or a service via WhatsApp, Instagram and Messenger. The third trend is reels, which are small videos found on Instagram and Facebook. This is a very powerful discovery tool. It is remarkable that its real usage has doubled in the last year and 40% of the advertising brands that advertise through these short videos today state that they get good results.
Artificial intelligence is the technology behind our algorithm. And an algorithm without artificial intelligence cannot learn as fast as it should. We use artificial intelligence to help people discover what interests them and thus have good alternatives.
For us this is the next evolution of technologies, social technology. And achieving this goal requires a lot of work, development of technologies, regulations and other components. Therefore, artificial intelligence is a key technology in this development that is being created.. What we see are the first steps.
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Source: Exame
