Instagram’s bet on Reels as a way to take on TikTok isn’t paying off, internal documents reveal. Reels have less than one-tenth of the engagement of TikTok videos, and that number is falling.
. Reels have less than one-tenth of the engagement of TikTok videos, and that number is falling.
The document, titled “Creators x Reels State of the Union 2022,” was published internally at Meta in August and shows that Reels engagement not only fails to keep up even close to what is seen on TikTok but that it is falling, down 13.6% from the previous month. Even more damning, the report shows that “most Reels users have no engagement whatsoever.”
Instagram’s Reels issue is apparently one of original content. The document notes that nearly a third of the content on Instagram is made somewhere else and reposted to the platform, usually indicated by a watermark in a corner. Meta announcedsays that it has only doled out about $120 million of that so far.that the viewing hours noted in the document were “outdated and not global in scope” and while she declined to disclose other numbers, said that Reels engagement is still up month to month.
For the better part of the last year, Instagram bet everything on a shift to video. Last December, Instagram head Adam Mosseri said that
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