The data shows that the Instagram short video is not satisfactory, and the viewing time is not as long as TikTok 1/10.
September 13, according to foreign media reports, Instagram has been working hard to develop its short video project Reels for several months, but according to an internal report, the development of short video function is stagnant, and Instagram still has a long way to go to weaken the market share of competitor TikTok.
It is reported that the document shows that there are about 11 million American creators on the platform, but only about 20.7% of the users post on the platform every month. Reels user participation has fallen by 13.6% in the past four weeks, and most users have no participation at all.
In addition, Instagram users spend a total of 17.6 million hours per day watching Reels short videos, which is less than 1/10 of the 197.8 million hours per day for TikTok users.
One of the key reasons is that it has been difficult for Instagram to recruit the right content producers and the lack of original content on Reels. To attract people to produce content for Instagram and Facebook, Meta has earmarked $1 billion for bonuses for creators before the end of the year, and Instagram Reels creators have received a total of $120 million so far.
