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Instagram Struggling Massively In Reels Battle With TikTok Short-Form Video

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Meta-owned Instagram, the American photo and video sharing social networking service is struggling massively to woo creators.

This brand’s short video Reels engagement has consistently fallen against formidable competition that is coming from its Chinese rival TikTok.

This was made known by an internal Meta document secretly accessed by the Wall Street Journal noting that Instagram users are spending 17.6 million hours watching Reels daily which is less than a tenth when compared to 197.8 million hours users spend on TikTok a day.

According to a recent report, Reels engagement had fallen to 13.6 percent over the last four weeks, and “most Reels users have no engagement whatsoever”.

However, one of the problems is that Instagram has struggled to recruit people to make the right kind of content, and the lack of original content on Reels.

“Roughly 11 million creators are on the platform in the US, but only about 2.3 million of them, or 20.7 per cent, post on that platform each month,” according to the document.

Speaking on the short-form video, a Meta spokesperson, however, said that Reels engagement currently is up on a month-to-month basis.

“We still have works to do. But creators and businesses are seeing promising results, and our monetisation growth is faster than we expected as more people are watching, creating, and connecting through Reels than ever before,” the spokesperson added.

Meta has now earmarked $1 billion for creator payouts through the end of the year to attract people to make content for Instagram and Facebook. However, Instagram Reels creators have received a total of $120 million to date.

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