The new report highlights the decline of Facebook and IG, as TikTok becomes the new home of entertainment

Have you found yourself using Instagram much less lately?

The once trending social platform seems to have lost its luster, largely due to Instagram’s insistence on pumping more content from accounts you don’t follow into your main IG feed.

The “inspiration” for this approach is TikTok, which has been very successful by focusing on content, as opposed to creators, by opening the app to a “For You” feed of clips selected via algorithms, based on your own. viewing habits. Instagram, as usual, saw it as an opportunity, and has since worked to deny your direct contribution – the accounts you’ve chosen to follow – by showing you more and more things it thinks you’ll like.

Which is annoying and, personally, I don’t find Instagram as engaging as it once was.

And many other users appear to agree: According to a new report from the Wall Street Journal, Instagram engagement is down, with Reels, in particular, having seen a significant drop in user engagement in recent times.

As reported by WSJ, TikTok users spend over 10 times more hours consuming content in that app than Instagram users currently spending viewing Reels. According to a leaked internal report, Reels’ engagement is also down, dropping 13.6% in recent months, while “the majority of Reels users have no engagement.”

Meta has slightly disproved the claims, stating that the usage data does not provide the full picture. Although he refused to add any more context, which is Meta’s usual process when he can’t dispel it with his own intuition of him.

Take, for example, the total time spent in its apps. As early as 2016, as part of its regular performance report, Meta noticed this people were spending more than 50 minutes a day, on average, using Facebook, Instagram and Messenger. It hasn’t reported any official statistics on this since, which many believe is because that number is steadily declining and Meta sees no value in reporting that it’s losing ground, and has been for years now.

Meta, on the other hand, is keen to talk about daily and monthly active users, where its figures are solid. But this almost seems like a mistake: Facebook and Instagram, in particular, have traditionally relied on creating your social chart and creating a digital connection with the people you know and want to keep in touch with and keep informed about.

Therefore, it makes sense that many people log into these apps every day just to see if their friends and family have shared something new. That doesn’t mean, however, that they’re spending a lot of time in these apps.

This is another reason why Meta is trying to put more interesting content in your main feed and in between updates from your connections, because if it can hook those people who are just checking in, then log out again, it could be a key way to get his engagement stats back on track.

But it does not work.

Again, Facebook and Instagram have spent years pushing you to make connections with the people you care about, even introducing an algorithm to make sure you see the most important updates from these users and Pages every day.

At one point, Facebook noticed that an average user was eligible to see over 1,500 posts every day, based on the people and pages they were connected to, which is far more than they could ever see in a single day. Then he introduced the algorithm for maximizing engagement, which also has the added benefit of reducing page reach and forcing more brands to pay.

But now Facebook is actively working to add even more content, cluttering your feed beyond posts you may already be showing and making it harder than ever to see posts from people you want to stay up to date.

It’s hard to see how this serves the user’s interests.

And again, it appears that users are understandably frustrated by this, based on these latest engagement statistics and previously reported information from Facebook which showed that young users are spending less and less time in the app.

Because it basically goes against its own ethics, purely for its own benefit.

Accept it or not, people go to different apps for different purposes, which is the whole point of differentiation and finding a niche in the industry. People go to TikTok for entertainment, not to connect with friends (it’s worth noting that TikTok has actually labeled itself as an “entertainment app”, as opposed to a social network), while users go to Facebook and IG to see the latest updates from the people you care for.

The goal is not the same and, in this new, more entertainment-oriented paradigm, Meta’s once all-powerful and unparalleled social chart is no longer the market advantage it once was.

But Meta, desperately trying to thwart his decline in engagement, continues to try to get people to stay, which appears to have the opposite effect.

Of course, Meta has to try, it has to look for ways to undo user losses in the best possible way – it makes sense that it is testing these new approaches.

But they are not the solution.

How, then, can Instagram and Facebook actually re-engage users and stem the tide of people moving to TikTok?

There are no easy answers, but I am saying that the next phase will be about exclusive deals with famous creators, as they will become the key pawns in the new platform wars.

TikTok’s monetization systems aren’t that advanced and YouTube and Meta could theoretically blow it out of the water if they could reach the best stars in the entire digital ecosphere.

This could instead cause people to log into their apps, which could wilt TikTok engagement, like Vine before.

But beyond forcing people to spend more time on Facebook, hijacking their favorite stars, there aren’t many compelling reasons why people spend more time in Meta’s apps. At least, not at this moment, as they dilute more and more all forms of differentiation.

But essentially, it’s a major shift in user behaviors, from following your friends and seeing all the random stuff they post, following trends and engaging with the most popular and engaging content from across the platform, as opposed to bricking up the your little space.

At one point, the allure of social media was that it offered everyone their soapbox, a means to share their voice, their opinion, to be their own celebrity in their own right, at least across their own networks. But over time, we’ve also seen the downsides of this. Over-sharing can lead to problems when saved in the perfect memory of the internet forever, while the growing divide around political movements has also made people less inclined to share their thoughts, for fear of unwanted criticism or misunderstanding.

That’s why entertainment has now become the hub of the next generation – it’s less about personal insights and more about engaging in cultural trends.

This is why TikTok is winning and why Facebook and Instagram are losing ground, despite their frantic efforts.

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