Facebook Meta is catching up to TikTok in terms of entertaining!

TikTok users spend 10x more time consuming content than Instagram users see Reels, indicating that the focus on content rather than people is paying off. According to an internal report received by The Wall Street Journal after it was released.

Over the previous few months, reel engagement has fallen by roughly 14%. When compared to TikTok, Reels users have little interaction. Facebook Meta has been quite discreet about reporting usage figures. While the Company reported in 2016 that users spend around 50 minutes per day on Facebook, Instagram, and Messenger, that data is no longer available. And there’s most likely a reason behind this. Having said that, daily and monthly active users on Meta applications continue to grow. In other words, people are still connecting on Facebook, but they aren’t staying long in the app.

To offset this, Facebook and Instagram have been introducing new features and functions in order to encourage people to connect and share more.

Meta, which is notorious for copying other startups, has been busy copying TikTok to add algorithms that suggest new material to users in the hopes of increasing engagement and interaction. However, TikTok appears to be the place to be these days for entertainment. That is not always a terrible thing. Meta might put more emphasis on becoming a platform for connecting with friends and family.

The main issue is that entertainment allows for a faster push and turnaround of advertising campaigns while also allowing marketers to neatly personalize their adverts based on interest.

Ads on sites devoted just to family and friends are simply less well-perceived.

@VC3

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