Entender lo nuevo de IA y Big Data de Instagram, te ayudarán a comenzar una nueva vida como emprendedor digital [ESP / ENG]

It is not possible to manage, what you cannot measure.
William Hewlet

Hello #Hive friends, today I write to the wonderful GeekZone community about how Instagram makes use of artificial intelligence and Big Data to make this social network an excellent tool to sell.

For those of us who work with this, we know that the most basic thing to do marketing on Instagram, is to make an important preliminary effort: the first thing we must do is to study the audience, to then gather data and meaningful information. Subsequently, we must build objectives, whose main purpose is to plan advertising campaigns.

But we must be clear, that none of this would be possible without the huge amount of data and artificial intelligence that Meta (Facebook, Instagram and Whatsaap) possesses. One of the methods used by Instagram's algorithm to set trends and predict patterns, is through Big Data, where it extracts only the necessary information to be processed.

Recently, the CEO of Instagram, Kevin Systrom, stated: "We are going to be a big Big Data company", which may be telling us that the social network is currently very well prepared both in AI and Big Data.

In this post, I will tell you how through artificial intelligence and Big Data, Instagram will remain by far, as one of the best sales platforms.

Well, let's get to the point, below, I will list 10 tips that consider Instagram's new Big Data and artificial intelligence tools, which will make you reach your target audience faster:

1. Building individualized feeds.

For a long time Instagram had been trying to create a personalized feed for each user, and it has succeeded with the new advances in AI and Big Data. This is why it is easier for each person now, to find content of their interest, with this new feed that the algorithm possesses.

This is something that is a little scary, but through this technology the algorithm is getting smarter and learning more and more about what content is important and of value to each user, which is why sometimes it seems that it does not read minds.

2. Advertising is much more direct

According to Hootsuite's Global Digital Environment Report 2022, Instagram has 1.5 billion users, 226.3 million of which are in Latin America, but another interesting fact is that its ads reach almost 30% of Internet users.

The information generated from the use of Big Data and AI, are an asset of great value to grow any business. These technologies are pulling back the curtains and revealing the tastes of the target audience that has previously "liked" and "followed" accounts that will be useful for brands.

The task of advertising is much easier than in previous opportunities as these improvements help to achieve a much greater customer reach, thanks to these technologies.

3. Blocking violent and offensive content

According to the recent study by the "Centre for Countering Digital Hate" (CCDH), from the French: "Centre for the fight against digital hate", show alarming results where 42% of young people have suffered cyberbullying on Instagram.

The constant complaints from parents, victims and even famous artists have made Instagram through the new AI and Big Data functionalities to send alerts to quickly identify malicious behavior on the platform, allowing to automatically block or delete comments from publications or direct messages (DM).

With the implementation of this measure, the aim is to provide a digital media free of this scourge that corrupts the good intentions of social networks.

4. The best-kept secret: The Explore page

It is practically the location where the greatest integration with artificial intelligence is, when advertising never forget to place your content there. This page appears to users when they click on the search magnifying glass, and its intention is to show people the news of the moment extracted from our favorite hashtags, searches, preferences and topics of our interest.

Brands try to visualize themselves in this area, as users can access here and discover information, content and new accounts to follow.

5. Report ads/postings and spam filtering.

The nature of Instagram is to share content, through images and videos, so it is common to find spam. Here, Instagram uses "DeepText", an algorithm for text analysis that uses of course, artificial intelligence. Just like the spam box of a Gmail email, this social network has a detection and blocking regardless of the language in which it is written. But it is not only what it blocks, it also blocks fake accounts or content.

6. Interpretation of people's behavior.

All the content we share and the searches we perform every day on Instagram, are used by Big Data technology to gather a large amount of data that is then processed by the algorithm's Machine Learning, to obtain patterns of cultural, economic and social behavior.

In other words, the algorithm is very clear about the consumption patterns of each user on the platform, which helps advertisers a lot. But from another, more altruistic point of view, Instagram has the ability to promote the cultures and positives of each society.

7. Building trust with bots.

Since 2010, when Instagram was launched, it has generated a certain degree of trust with the entire user community through two key points: interaction and user engagement with their peers on the platform. This is where bots have played an important role.

These bots are nothing more than software that is installed to perform automated actions such as: liking posts, increasing followers or commenting on other people's photos, all with the aim of maintaining a high level of activity on Instagram.

With this information, the algorithm's AI enriches its data, and makes it more efficient when it comes to making advertisements.

8. Data generated by video captions.

In 2020, Instagram has allowed its users to set up automatic captioning for Stories and IGTV videos. This has allowed the collection of information on each person to increase and become more accurate. However, the platform communicated that it is serves to enjoy videos without volume and to help the hearing impaired.

This function has been refined over the last two years giving us the perception that our audience can read our thoughts through video, when the intention is to obtain much more data.

9. Alerts in case of natural disasters, war situations or other calamities.

If there is one thing that has been quite useful for humanity, it is the platform's ability to communicate crisis situations. We are currently seeing this in the conflict in Ukraine, where images are being shared to keep everyone informed and even help victims to keep in touch with their loved ones.

We also experienced this with the eruption of the volcano in La Palma (Spain), the tsunami on the island of Tonga after the eruption of an underwater volcano, the COVID-19 pandemic, among many others, which demonstrated how effective Instagram's algorithm can be in these situations.

10. Visual impairment is not a problem for the platform.

Instagram through artificial intelligence and Big Data has made it possible to increase the number of data by including people with disabilities through the "Adapted Description" function. This technology performs a comprehensive analysis of the photographs and performs descriptions automatically.

Through the screens, visually impaired users can enjoy the benefits of this social network by exploring various types of content. The Alternative Text function can also help them to publish content.

Instagram has become one of the most used social networks on the planet, all thanks to its updates that keep its AI up to date. This can be of much benefit to brands, who, having the above points well understood, can promote their products and/or services more directly to a more refined and specific target audience.

Goodbye my dear reader, I hope this article, written with much affection, will be to your liking.

I would greatly appreciate your visit to @gerardoguacaran, follow me and value my work.