While Instagram continues to mould itself to look more and more like social media phenomenon TikTok, internal memos suggest the shift to short-form video content hasn’t translated to an increase in users and worse still, current users aren’t even making use of the feature. The Wall Street Journal reported that it has seen copies of internal research showing that “most Reels users have no engagement whatsoever.” WSJ reported that Instagram Reels users are spending less than 17.6 million hours a day on the platform while TikTok users are spending 197.8 million hours watching videos.
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Source: Wall Street Journal
