Instagram is aware of it has a Reels downside


Instagram logo with geometric design background
Illustration by Alex Castro / The Verge

Instagram’s try and tackle TikTok has value the platform tens of millions of {dollars}, numerous app updates, and a week-long firestorm involving probably the most well-known folks on the planet, mad concerning the path it was getting into. And up to now, Instagram hasn’t caught as much as the corporate it’s chasing.

An inside Meta doc obtained by The Wall Road Journal paints the image of Instagram struggling to court docket creators as Reels engagement falls. In comparison with 197.eight million hours customers spend on TikTok a day, Instagram customers are spending 17.6 million watching Reels — lower than a tenth, in response to the doc titled, “Creators x Reels State of the Union 2022.” The report, printed in August, stated Reels engagement had fallen 13.6 p.c during the last…

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