Technology News: In the Meta-owned company Instagram, the previous updates of short video-making Reels engagement come up against vicious competition which is coming from its Chinese TikTok rival. The company’s internal Meta document which was accessed by the Wall Street Journal shows that Instagram users mainly spend 17.6 million hours watching Reels on a daily basis which is less than a 10th if compared to 197.8 million hours per day spend on TikTok.
According to the reports, in the month of August, it claimed that Reels engagement had fallen by 13.6% in the last few weeks, and most Reels users have no engagement. Well, one of the major reasons can be that Instagram faces conflict in recruiting people to make the right and good content and resulting in the lack of original content on reels.
According to the Meta document, there are 11 million creators on the platform in the US, but among them, only 2.3 million people, or all over 20.7% of people post on that platform in a month. However, a spokesperson of Meta, said that the Reels engagement currently increasing on monthly basis.
The company spokesperson said further, that we still have a lot of work to complete. Since the creators and businesses showing good results also the monetizing growth is speeding up than they have expected, as the number of people watching reels, creating, and connecting through that continues to increase.
To gather more attention, or to create more to make content for Instagram and Facebook, Meta has earmarked $1 billion for creator payouts by the end of the year. Well, the Instagram Reels creators have received a total of $120 million within its first year.
From the last month of the reports, that were threatened by the rising growth of TikTok, so Instagram and YouTube have introduced new features to decrease the short video app users from sharing across platforms. So in that feature, now creators make a video on YouTube shorts, but they won’t be able to download it and cross-post it to the other apps without having a YouTube watermark.