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Leaked Insta Report says, Most Reels Have No Engagement

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Leaked Insta Report says, Most Reels Have No Engagement-GadgetAny

On Monday, The Wall Street Journal reported that it had seen copies of the documents “Creators X Reels State Of The Union 2022” released in August. The report stated, “most Reels users have no engagement whatsoever.”

According to the report, Instagram users were not spending much time watching short-form videos. Instagram users were spending less than 17.6 million hours a day on reels while TikTok users spent 197.8 million hours a day, which is ten times more.

Instagram & TikTok


Instagram blames the influencers and the content creators for not making use of Reels even though the platform has paid the creators $120 billion so far. The number is far from the planned payouts of $1 billion by this year’s end which is not accountable to the FB content creators.  According to the journal referring to the internal documents, 11 million US Instagram creators, only 2.3 million posts in a month. A third of all the Reels were originally created on other apps, mainly TikTok which bears the app’s mark.

A Meta spokesperson commented, “This story uses outdated and, in some cases, incorrect data to paint a false picture of our progress on Reels. We still have work to do, but creators and businesses are seeing promising results and our monetization growth is faster than we expected as more people are watching, creating, and connecting through Reels than ever before.”



The Meta spokesperson was asked which data was incorrect and if they had information that was up to date. The spokesperson painted other data points as inaccurate or misleading and added that “not global data, and are outdated. It’s not reflective of growth trends, and is a moment-in-time snapshot blown out of proportion.”

The spokesperson said that they were not in a position to share the info on the viewership data. It seems like TikTok rules the small video platform. There are reports from Meta that show platforms like FB are used for reposting from TikTok.

The most viewed content was old memes that a certain age group people did not really care about. Apps like FB and Instagram are struggling to get content creators and face a problem of links connecting to rival apps.

Instagram & TikTok


Over the past few months, Meta has been sticking Reels on FB as well as Instagram which is not smooth as the users did not like the idea of Meta copying TikTok. A campaign and meme complaining went viral and even was picked up by Kylie Jenner, an American media person.

Meta has put on hold new updates to find out the reason behind the user’s distress. Meta announced Reels being revised by the end of August, for users to gain control of what they see in the Feed.

In a video, Adam Mosseri, Meta’s head of Instagram, stated that the company had gone too far, too quickly into video but insisted “we still believe video is a long-term important trend.”

Instagram & TikTok


When Apple changed its privacy policy of curbing ads, Meta lost a lot of money but they on their own are doing very well with ads despite this hitch. According to analytics firm Bernstein Research in 2021, just the Instagram app made approximately $21 billion in income.

Meta also reported a diminished revenue by TikTok becoming more popular and it thinks the only way out is to get its hands on the social media-owned app, ByteDance. No matter which app Instagram copies, it needs to be in power and finance FB to deliver into The Metaverse.

Monica Green

By Monica Green

I am specialised in latest tech and tech discoveries.

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