any user knows that instagram reels is a copycat of
Tiktok, but new internal meta documents obtained by the
Wall Street Journal show, the instagram competitor may not
be performing as well as the original. Now,
Michelle, I'm glad you're here to break all of
this down. I feel like you and I could
dedicate an entire show to social media alone. But
tell us what this internal report from meta said,
the Wall Street Journal Was able to get these internal
documents and what they did show was that reels was
getting about 17.6 million hours a day on reels,
but which sounds great. But if you look at
Tiktok's numbers, it was at 197.8 million hours a
day, less than 10% of time spent on reels
is being spent compared to Tiktok. Other things that
were really Interesting were real engagement rates. They were
down about 13.6% over the past four weeks. And
most real users don't even have any engagement with the
platform. So they're not liking, they're just passing
it by. And you can remember back when there
was that backlash that we're getting more video on our
platform and they were gonna make all long form videos
reales kind of makes sense. Now there are one
million creators on Instagram in the us, but only
20.7% post Even monthly. So it is showing that
a lot of people are moving away from the platform
, as I mentioned before, they were a little
annoyed when it was going. So video centric,
I've even seen some backlash where people post photos as
reels and then use the audio saying, Hey,
if Instagram isn't going to serve as photos, here's
a photo as a real, so Asia, I'm
just curious with that monthly sat about 20.7. How
often do you post on instagram? And do you
use reels personally? Yeah, I think I'm kind
of in that camp, I'm just sporadic, I'm
all over the place. I have no consistency on
instagram and I think back to like, I don't
know if you remember this like 2015 2016 when being
an instagram influencer was really kind of the focus of
social media and it was all about matching your content
, posting regularly, multiple times a day. I
really now just post kind of whenever I want to
, I don't really think about it that often,
but I do use reels as a video content creator
just not consistently. Um, but I'm wondering here
why you think instagram is so interested in copying Tiktok
, I feel like I already know the answer.
We've seen this across the board with other features from
other platforms, namely I think of snap and I
g highlights, but do you think there's a specific
reason why instagram is really gunning for this moment to
try to become a short form video platform, you
know, I think because there's so much potential to
use this platform for e. Com And we've started
to see Tiktok, you know, I've seen on
Tiktok, I bought Tiktok made me buy it.
I bought so many things because of Tiktok and actually
sensor tower had pulled some data and they showed that
north of$600 million$694.3 million us because of Tiktok
, that's up about 463% year over year in the
us and it's been downloaded so many times now when
you look at the global numbers for the potential for
e commerce, um, you're looking at over$1.1
billion just in the US alone in the next few
years of people who will buy products because of social
media. And so I think this is where we're
seeing the growth by 2025 it's gonna be at 1.143
according to Insider intelligence. So there is just this
idea that you can get another revenue stream, that's
kind of advertising related, but also a little bit
more with a little bit more. Um, I
guess a little bit more up to it. So
I think that's where instagram wants to see its place
space. You just can't keep adding ads on instagram
in the feet and not getting people annoyed. But
one thing I've noticed is that trends pop faster on
Tiktok. I mean, there's jokes about this on
instagram reels that you'll, you'll go to reels after
it's already trending on Tiktok for months and I don't
get as much engagement on my reels anymore. I'm
also not that consistent at posting, but I was
really curious asia, which one do you prefer?
Oh my gosh, I feel like this is a
trap, but Tiktok all the way when it comes
to trends. I think I turn more to instagram
when it comes to aspirational content, kind of what
it's been known for, its bread and butter for
better or worse. But you know, it's interesting
that you talk about engagement, we've heard this coming
from really top figures on the plateau form like a
kylie Jenner, kim Kardashian and also recently I saw
this from rapper Lotto saying they used to have engagement
on this platform and now all you see largely is
reels or carousel. But I think it would have
been smarter for meta and I know there are so
many like anti regulation, anti trust issues with this
. But I think it would have been smarter to
really go for trying to purchase a Tiktok because you
really can't duplicate the culture that exists on that platform
by implementing a lot of those features, but that's
just my two cents. I know there are so
many hurdles to overcome when it comes to that.
But you and I can talk about this like I
said all day, yeah, Tiktok for entertainment instagram
just to keep up with my friends