Reels was Instagram’s solution to keep up with TikTok—but most users are not getting hooked. Young consumers have voiced their strong opinions regarding Instagram recently and the company’s internal documents show that “Instagram users cumulatively are spending 17.6 million hours a day watching Reels, less than one-tenth of the 197.8 million hours TikTok users spend each day on that platform.” User engagement on Reels declined over 13% just over this summer and the report shows that “most Reels users have no engagement whatsoever.” While there are 11 million creators in the U.S., only about 20% of them are posting each month. Ultimately, creators are seeking out better opportunities elsewhere; many are gaining millions of views on TikTok while their Reels are getting only a few thousand. YPulse’s New Content Creators trend report data shows that 74% of Gen Z and Millennials are posting their content on multiple platforms now. (WSJ)
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