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Facebook's Instagram is struggling to compete with China's TikTok in the short-form video content realm despite the roll-out of its "Reels" feature. According to internal company documents, the daily watch time of Reels is less than 10 percent of the time spent watching videos on the the massively popular China-owned platform.
Posts about copying written by Mike Masnick and Techdirt
Posts about cargo cults written by Mike Masnick and Techdirt
Recently, Instagram has started to resemble TikTok much more, but this radical transformation and a new emphasis on short-form video haven't resulted in TikTok's absurd audience figures. A copy of an internal study paper dubbed 'Creators x Reels State of the Union 2022,' which was published in August, was reportedly seen by The Wall Street Journal on Monday. According to the analysis, Instagram users don't spend a lot of time watching these brief videos, and to make matters worse, 'most Reels users have no engagement whatsoever.' Less than 17.6 million hours ...