Multimedia | On Instagram, users spend 20% of their time on Reels

(ETX Daily Up) – Will Instagram dethrone TikTok? The Meta group had launched Reels, its own version of short videos to try to compete with the Chinese giant. A format that passes on social networks and which now represents more than 20% of the time that users on Instagram.

This is good news announced by Mark Zuckerberg during his conference on the results of the first quarter of 2022 of the company Meta. Launched in 2020, the Reels format is now one of the most popular tools, especially on Instagram. According to the CEO of Meta, users spend more than 20% of their time on Reels on Instagram. A success also recorded on Facebook, even if no figures were mentioned. They nevertheless underlined the importance of video, which accounts for 50% of users’ time on Facebook.

Monetization of Reels

Despite its success, Mark Zuckerberg highlighted the difficulty of monetizing Reels content as well as other News Feed content, marking the next step for the Meta Group. Instagram had already deployed measures to encourage the development of content in the Reels format: “With the rapid growth of Reels, there is also a great opportunity as we improve in the monetization of short videos over time. We have accelerated our efforts to improve the advertising format of Reels. Our experience monetizing Stories is directly applicable here,” said Mark Zuckerberg.

“We’re leveraging what we’ve learned with Stories ads to create ads for Reels that are natively formatted, work well, and are easy for advertisers to create. We’re working closely with our partners to help them leverage the most out of video, such as experimenting with new formats and campaigns using multiple types of video ads,” he added.

However, the success of Reels is mainly due to the artificial intelligence which proposes the contents to the users and not to the interactions between the users: “We also see a major change in the flows, which are no longer almost exclusively elaborated by your social graph or your follow graph, but more of it is now AI-recommended, even if the content wasn’t posted by a friend or someone you follow,” Zuckerberg explained. “Overall, I see the AI ​​we’re building not just as a recommendation system for short videos, but also as a discovery engine that can show you all the most interesting content people have shared. on our systems,” he continued.

The monetization of videos is courtesy the last objective of the platforms. New is YouTube which announced the arrival of advertisements in the Shorts tab, to monetize the content of its short video platform, created to thwart the success of TikTok.

Sabrina Alili

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