The Wall Street Journal gained access to internal Meta documents; papers titled “Creators X Reels State of the Union 2022” ensures that Instagram users do not spend a lot of time watching these short-form videos.
What’s worse, most of the so-called Reels users do not have any kind of engagement; In other words, no one sees this Instagram bet.
Users spend less than 17.6 billion hours a day getting their fix of Reels; Meanwhile, TikTok users spend a modest 197.8 million hours on the platform focused on short-form videos, 10 times more than those who watch Meta apps.
According to the documents, the company blames the problem on a lack of content creators and influencers using Reels; Of the 11 million users named Instagram creators in the United States, only 2.3 million post each month.
Instagram could not with the Reels.
Another disturbing fact on Instagram is that the not-so-famous Reels were originally created on other sites, especially TikTok, and still bear the social network’s watermark.
Even though Instagram has paid creators a total of $120 million; a very, very low amount of the billion planned for the end of this year.
However, Meta responded to Gizmodo that the Wall Street Journal article uses outdated and, in some cases, incorrect data to paint a false picture of progress at Reels; what is recognized is that they have work to do, but creators and companies are seeing promising results.
What yes, and despite Meta’s excuses or responses, everything indicates that TikTok is unstoppable and Instagram has not only already realized it, but has already accepted its defeat; To show a button, a good deal of the most viewed content on Facebook was old clips of memes that no one under a certain age cared much about.
Among other difficulties, Instagram and Facebook are not fully accessible to content creators, especially given the problem of establishing a store, in addition to the fact that it is not native content.The worst thing is that Meta herself has already pushed back this ambitious project on Instagram that was much more like TikTok.
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