Instagram Wasn’t So Successful in TikTok!

Continuing a long-standing policy of ‘borrowing’ features from competing platforms Instagramif recently With TikTok on the agenda. 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 Meta, obtained by the Wall Street Journal, That issues about the current status and user experience on Instagram are also being addressed within the company. showed. 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 Reals State of the Union 2022” published in August, Instagram users, 17.6 million hours total every day They’re watching the reals. But this number It 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 topics with the emergence of the report, said that the monitoring hours is not up-to-date and globally comprehensive shared. 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 the Meta itself contains almost all of the Reels content. one third of it was produced on another platform explains. 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. But the number of views of the same video on Instagram It didn’t even exceed 100,000. 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:

Instagram launched earlier this year to encourage creators to produce original content on the platform. It had a budget of $1 billion. This money, which is allocated to be paid directly to content producers, has not even reached half according to the Meta report. Instagram is the only one of the money it has set aside until the end of the year. He spent 120 million dollars. On the other hand, the same Meta spokesperson also stated that the $120 million information is not up to date explained. However, he refrained from providing up-to-date information.