Meta намагається догнати TikTok. Наскільки успішно? Поки що не дуже. Журналісти WSJ прочитали внутрішній звіт Meta про Reels і розповідають, як в корпорації бачать конкуренцію з TikTok. The company’s internal research shows that Meta has a lot of catching up to do. Instagram users cumulatively are spending 17.6 million hours a day watching Reels, less than one-tenth of the 197.8 million hours TikTok users spend each day on that platform. The document, titled “Creators x Reels State of the Union 2022,” was published internally in August. It said that Reels engagement had been falling—down 13.6% over the previous four weeks—and that “most Reels users have no engagement whatsoever.” One reason is that Instagram has struggled to recruit people to make content. Roughly 11 million creators are on the platform in the U.S., but only about 2.3 million of them, or 20.7%, post on that platform each month, the document said. The internal document showed that nearly one-third of Reels videos are created on another platform, usually TikTok, and include a watermark or border identifying them as such. Meta said it “downranks” these videos, meaning it shows them to smaller audiences to reduce the incentives for those that post them, but they continue to proliferate.