is facing an uphill battle in his quest to make the go-to video platform, as new internal documents show that TikTok users are spending more than ten times as many hours on that platform as Instagram users spend on Reels.Instagram users are spending 17.6 million hours a day watching Reels, which is less than one-tenth of the 197.8 million hours that TikTok users spend scrolling each day on that network, according to one document.The document, which was reviewed by , was published in August internally and showed that Reels engagement had been falling, dropping 13.6% over the previous four weeks, and that 'most Reels users have no engagement whatsoever.'
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