A new survey by Morgan Stanley reveals that i Reelsthe clone of TikTok created by Meta per Instagram e Facebook, is gaining ground on its rival. More and more users are using it on the two Meta social platforms – and the “variant” of Snapchat, Spotlight, is also catching on.
Instagram and Facebook Reels recover on TikTok
Reels is a feature of Instagram and Facebook that allows users to create and share short videos on their timelines. Something that recreates the effect of vertical TikTok videos.
According to the study, conducted in April on 2,000 people, the 74% of Instagram users and 65% of Facebook users use Reels, while 49% use TikTok. This data shows an increase in Reels use and a flattening out of TikTok use compared to previous months. In fact, last year Instagram was 69%, Facebook 54% and TikTok 47%.
Morgan Stanley analysts called this achievement “remarkable” and highlighted the challenge TikTok faces for maintain its position in the social media market. Snap has also had success with Spotlighthis response to TikTok, which involved the 60% of Snapchat users, up from 49% in September.
Morgan Stanley analysts write: “These data, combined with Meta which highlights how the time spent by Reels is increasingly incremental and the fact that monetization on Reels is set to continue to grow the coming quarters give us more confidence in Meta’s ability to drive sustained multi-year revenue growth.”