We now understand better why Instagram is trying, with the energy of desperation, to imitate TikTok – even if the summer revamp has been pushed back after Kylie Jenner's rant.
According to an internal document obtained by the
Wall Street Journal
, crucial signals are red for the Meta app: the time spent by users in front of the Reels and the creations of original content submitted by star users.
Cumulatively, Instagram users spend 17.6 million hours a day watching Reels, the short video format created to compete with TikTok.
But the ByteDance app remains far ahead, with 197.8 million hours, or 11 times more.
The numbers come from a "Creators x Reels State of the Union 2022" presentation shared internally in August.
Instagram always in front of advertising
Worse, the famous
engagement
, which measures interactions with content (likes, comments, shares or saves) was down 13.6% compared to the previous month, and the majority of Reels – created by ordinary users – did not generate very little activity, according to the document.
Questioned by the economic daily, Instagram assured that the
engagement
was on the rise compared to the previous month, without giving a figure.
Inevitably, with its figures, Instagram is struggling to seduce creators: out of 11 million – some paid – only one in five (2.3 million) offers original videos each month.
Instagram can however console itself with advertising, where it remains far ahead, with 23 billion dollars generated in 2021, seven times more than TikTok.
Which, along with younger users – nearly half are under 25 – is still struggling to win over advertisers.
For the moment.
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