Instagram’s attempt at its version of the Reels to emulate the most popular TikTok format it costs the platform millions of dollars. In addition to numerous updates to the application and even protests from some of the most relevant social personalities.
Instagram had to backtrack on the most controversial measures of its “tiktokization”
Such was the case of Kilye Jenner and Kim Kardashian protesting when Instagram announced that all of its videos would be converted to the Reels formatthreatened to leave the platform, although the social network eventually reformulated its proposal.
Now, thanks to the leak of an internal Metadocument (a company that Instagram belongs to along with Facebook, WhatsApp and Oculus), it is known that the parent company itself is aware that he has failed with his roles.
So, compared to the nearly 198 million hours users spend on TikTok every day, Instagram users spend barely 17 million hours a day watching the roles of this platform. The documentation accompanying the Meta report, which was circulated last August, indicates that the Reels viewership had fallen by nearly 14% in the past month and that the majority of users had failed to stabilize as their regulars. audience.
One of the main problems in this regard for Instagram would be the lack of originality of the content, as a third of the the videos published in this format are from other platforms, sometimes including their watermark, forcing the audience to search for the original channel the video came from. Which gets tricky when the origin is the ultimate rival, TikTok.
To combat this situation, Instagram penalizes this type of content by minimizing its visibility. In addition, Meta has determined: a $1,000 million fund to promote the content for which the creators monetize, as long as it is exclusive to Instagram and Facebook. An initiative that has so far distributed $120 million to content creators on Instagram.
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