Copying the competition does not always give the desired result. Meta, the parent company of Facebook and Instagram. The tech giant is desperately trying to chase the success of TikTok, a social network that has turned out to be a formidable rival. The problem is that, despite the efforts, the results are not yet visible.
Instagram’s response to TikTok rest completely Roll, that is, the short videos designed to mimic the micro-entertainment formula popularized by the Chinese social network. An internal Meta document shows that the Reels’ results are still rather disappointing: around the world, users spend approx. 17.6 million hours per day in the Roles section. A number that may seem impressive at first glance, but which is actually – to put it mildly – very understated: TikTok users watch an average of 197.8 million hours of video every day.
Instagram users spend 17.6 million hours every day watching videos. TikTok users spend 197.8 million.
At the moment, Instagram does not even get a tenth of the viewing time registered by TikTok. The report comes from the Wall Street Journal, which indicates that this is a fairly recent analysis: it dates from last month.
Not only is the number of hours spent on the Reels each day disappointing, but instead of growing, the figure is actually decreasing: in a month, users have reduced the number of hours spent watching videos by 13.6% .
In addition, internal Meta analysts reveal that the vast majority of roles do not have any form of engagement, only a small minority of content exceeds a few thousand views. The company is also struggling to convince its top content creators to use the new tool: In the US, there are about 11 million content creators who regularly use Instagram, but only 20% of them, about 2.3 million, post. also the Reels in addition to the stories and photos.
Source: Lega Nerd
