Instagram, which has been maintaining its policy of ‘borrowing’ features from rival platforms for a long time, has recently been on the agenda with TikTok. The platform, which debuted as a photo sharing application, comes to the fore with a new TikTok-like feature every day. On top of that, the platform is overflowing with videos stolen from TikTok.
On the other hand, Instagram is very aware of this situation, according to a document that has emerged. A report from inside Meta, obtained by the Wall Street Journal, showed that issues about the current state of Instagram and user experience are being addressed internally as well. The summary of the report pointed out that Instagram’s attempt to become TikTok did not offer very successful results at the moment.
Time spent on Instagram is 10x less than on TikTok:
According to the information in the report titled “Creators x Reels State of the Union 2022” published in August, Instagram users watch Reels for a total of 17.6 million hours every day. But this number is almost 10 times below TikTok. The document shows that TikTok users consume 197.8 million hours of content per day.
Meta spokesperson Devi Narasimhan, who made a statement about some of the topics with the emergence of the report, shared that the monitoring hours are not up-to-date and globally comprehensive. On the other hand, he did not share the current watch hours. Devi stated that Reels engagement is currently increasing month to month.
Most of the content on Instagram is not actually produced for Instagram:
The report also sheds light on the content shared on Instagram. Even Meta itself explains that almost a third of Reels content is produced on another platform. Most of them come from TikTok. Although Meta has started to put the content bearing the TikTok logo into the background, it seems that this measure is not much of a deterrent for users.
So what do content producers say about it?
Speaking to the Wall Street Journal, content producer Landen Purifoy conveyed from his own perspective why Instagram failed in this regard. Purifoy, who produces content for both TikTok, YouTube Shorts and Instagram, shared that a video he shared received millions of views on other platforms other than Instagram. However, the number of views of the same video on Instagram could not exceed 100 thousand. Purifoy, therefore, “No one will produce original content for Instagram. It doesn’t make sense.” used the phrases.
Even the $1 billion that Instagram allocates for incentives for content creators didn’t work out:
Earlier this year, Instagram allocated $1 billion to encourage creators to produce original content on the platform. This money, which is allocated to be paid directly to content producers, has not even reached half according to the Meta report. Instagram spent only 120 million dollars from this money, which it set aside until the end of the year. On the other hand, the same Meta spokesperson announced that the $120 million information is also out of date. However, he refrained from providing up-to-date information.
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