An internal Instagram report confirms the weakness of its Reels in the face

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Stop and think for a moment and answer the following question: do you spend more time on Instagram or TikTok? The results of Meta, Instagram 's parent company , indicate that the platform dedicated to sharing photos and stories is experiencing a drop in popularity.


TikTok's algorithm is undoubtedly the crown jewel of all its success. The platform seeks to offer its users content that appears to be selected at random, but the reality is that the more you consume and generate interactions, little by little the video feed adapts to your interests.

Added to this is the fact that it is very easy to create Email Data content on TikTok thanks to the options it has for editing videos, without having to resort to extra applications to create content.

The Meta group platforms, especially Instagram, have tried to reproduce the strategies used by TikTok to match and even surpass the social network's figures, something that has not been possible. According to an internal report from Meta itself, to which The Wall Street Journal has had access , TikTok users accumulate 197.8 million hours a day watching content on the platform , while on Instagram they only spend 17.6 million hours per day watching reels , that is, less than a tenth.

Additionally, the report explains that reel engagement had been falling (down 13.6% in the previous four weeks) and that “the majority of Reels users have no engagement at all . ”



No original content
One of Instagram's strategies has been to take some of the virtues of TikTok and offer them within its platform. A clear example of this is the Reels, a section very similar to what TikTok is.

Although Reels arrived on Instagram, the platform encountered another problem: the lack of original content. Almost a third of the videos uploaded to Reels are made from other platforms, including TikTok , and are even posted with watermarks that reveal that the video was not made from Instagram.

Instagram is aware of this, which is why it warned its users that it reduces reposted content in recommendations. Additionally, Meta allocated $1 billion for the monetization of large content creators , of which the Reels section has received a total of $120 million to date.

“We still have work to do, but creators and businesses are seeing promising results and our monetization growth is faster than we expected as more people watch, create and connect through Reels than ever before,” he explained . Meta spokesperson Devi Narasimhan told The Verge.