Instagram Reels Get 10 Times Less Watch Time Than TikTok - Report

The Wall Street Journal reported Monday it had received copies of internal research documents entitled

"CreatorsxReels State of Union 2022", which were released in August. 

According to the report, Instagram users don't spend much time viewing these short-form videos; worse, most Reels users engage in very little.

Journals found that users spend less than 17.6 million hours per day watching Reels. 

On the other hand, TikTok users are spending 197.8 million hours per day on the video-centric platform, which is 10 times more than those who use Meta's apps.

The company reportedly places a large part of the blame on the lack of content creators or influencers using Reels. 

According to internal documents, the Journal reports that only 2.3 million of the 11 million Instagram creators in the U.S. post every month.