Another disturbing fact about Instagram is that the not-so-famous Reels were originally created on other sites, especially TikTok.
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Instagram has been betting on being a bit too similar to TikTok lately; however, this radical transformation, in which short-form video has brought with it ridiculous viewership numbers for its so-called Reels.
The Wall Street Journal gained access to internal Meta documents; the papers titled as “Creators X Reels State of the Union 2022” ensures that Instagram users don't spend much time watching these short-form videos.
What's worse, most of the so-called Reels users have no engagement whatsoever; in other words, no one sees this Instagram push.
Users spend less than 17.6 billion hours a day getting their Reels fix; meanwhile, TikTok users spend a modest 197.8 million hours on the short-form video-focused platform, 10 times more than those who watch Meta apps.
Facebook and Instagram are changing their content recommendations, and we're ready to hate them.
According to the documents, the company blames the problem on a lack of content creators and influencers using Reels; of the 11 million Instagram users designated as creators in the United States, only 2.3 million post each month.
Another disturbing fact about Instagram is that the less-than-famous Reels were originally created elsewhere, especially TikTok, and still bear the social network's watermark.
Despite Instagram paying creators a total of $120 million, a far, far cry from the $1 billion planned for later this year.
However, Meta responded to Gizmodo by saying the Wall Street Journal article uses outdated and, in some cases, incorrect data to paint a false picture of Reels' progress; It does acknowledge that they have work to do, but creators and companies are seeing promising results.
What is certain, and despite Meta's excuses or responses, is that everything indicates that TikTok is unstoppable, and Instagram has not only realized this, but has also accepted its defeat; for example, a good portion of the most-viewed content on Facebook were old meme clips that no one under a certain age cares much about.
Among other difficulties, Instagram and Facebook are not entirely accessible to content creators, especially given the difficulty in setting up a store, and the fact that it's not native content.
The worst part is that Meta herself has already backed down from this ambitious project on Instagram, which looked much more like TikTok.
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