But, apparently, all these efforts have not given the desired results, at least this is what emerges from a merciless data released by The Wall Street Journal: in the face of over 197 million hours that users spend on TikTok every day, in fact, on Instagram the hours spent watching Reels every day stop at 17.6 million.
One of the main problems for Instagram is the lack of original content on Reels (almost a third of the videos are made on some other platform) and Meta, in order to entice people to create content for its social networks, has allocated 1 billion dollars (as a "reward" for creators).
According to Devi Narasimhan, a spokesperson for Meta, The Wall Street Journal report is based on old and non-global data, reflecting rather a sort of "snapshot of the moment", adding that creators and companies are seeing promising results and the monetization growth is faster than the company expected.
Instagram is testing gifts
Sometimes users may want to give their favorite creators a little more than just a visualization, and it seems that the Instagram team is working on a project to introduce a gift system.
At the moment the feature is being tested only internally. At present there are not many details on this novelty but, looking at other platforms with similar options (such as TikTok), it is possible to get an idea of how it will work.
We await official information to find out if the Gifts functionality will actually be introduced.
Written by Matteo with love from Italy