Facebook Instagram is struggling to compete with China’s TikTok in short video content despite the introduction of the “Reels” feature. According to internal documents, Reels’ daily viewing time is less than 10 percent of the time spent watching videos on the popular Chinese platform.
diary letter It’s reported that Instagram is betting big on the popularity of its new short video feature called “Reels” to take on Chinese platform TikTok, the current king of online video.
Shuzi Chu, CEO of TikTok Inc. Photographer: Christopher Goodney/Bloomberg
TikTok video app (AFP/Getty)
But internal documentation suggests Instagram has a long way to go to compete with TikTok. The latest data showed that Instagram users collectively spend 17.6 million hours a day watching videos, less than a tenth of the 197.8 million hours TikTok users spend on the platform each day.
The document is called “Creators x Reals State of the Union 2022” and was posted on Instagram in August. The document states that engagement on Reels has dropped 13.6% over the past four weeks, and that “the majority of Reels users have never engaged.”
One reason for the problem appears to be the company’s attempt to hire creators to create content specifically for Reels. The report counted 11 million authors on the platform in the US, but only about 2.3 million, or 20.7 percent, of them are published on the platform each month.
In July, Breitbart News reported that social media stars, including Kim Kardashian, begged Mark Zuckerberg to stop copying TikTok.
Sisters Kylie Jenner and Kim Kardashian slammed Facebook’s Instagram on Monday, urging the social media platform to stop faking its Chinese rival TikTok.
Jenner, who has 361 million followers on Instagram, and Kardashian, who has 326 million followers on the platform, shared an Instagram story on Monday that reads “Remake Instagram Instagram”.
“Stop trying to be a TikTok, I just want to see cute pictures of my friends. Best regards to everyone in the message,” it said.
A Facebook spokesperson (now known as Meta) said: “We still have work to do, but our monetization growth is faster than we expected as creators and companies are seeing great results and as more people watch, create and connect through Reels than ever before. “Something first.”
Read more diary letter here.
Source: Breitbart
