Mark Zuckerberg says Instagram Reels are booming despite celebrities such as Kim Kardashian and Kylie Jenner slamming the app for being like TikTok

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Mark Zuckerberg and Kim Kardashian
Meta CEO Mark Zuckerberg mentioned Reels are gaining popularity, however Kim Kardashian has mentioned she needs extra “cute photos” on Instagram.

  • Mark Zuckerberg mentioned Reels on Instagram and Facebook have been gaining popularity.
  • Users have been enjoying greater than 140 billion Reels throughout Facebook and Instagram day-after-day, he mentioned.
  • Celebrities such as Kim Kardashian and Kylie Jenner mentioned they needed extra “cute photos” on Instagram.

Instagram Reels are taking off regardless that celebrities have criticized the app for performing like TikTok, Meta CEO Mark Zuckerberg mentioned on Thursday.

Reels, a short-form video characteristic on each Instagram and Facebook, have been compared to the format of Chinese video platform TikTok. Critics have hit out at Instagram’s push for extra video content material.

During Meta’s third-quarter outcomes name, Zuckerberg mentioned the manufacturing and consumption of reels was rising with customers enjoying greater than 140 billion reels throughout Facebook and Instagram day-after-day.

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He mentioned this was 50% greater than six months in the past, including: “On Instagram alone, people already reshare Reels one billion times a day through DMs.”

The video characteristic was “incremental” for customers spending time on Instagram and Facebook, Zuckerberg mentioned. “The trends look good here, and we believe that we’re gaining time spent share on competitors like TikTok.”

Meta had chosen to take a quarterly income hit of greater than $500 million, Zuckerberg mentioned, as a result of they didn’t but generate as a lot promoting revenue as Stories or feeds.

“I think this is clearly the right thing to do so that Reels can grow with the demand we’re seeing, but closing this gap is also a high priority,” he mentioned.

While the Meta chief mentioned Reels let customers discover new hobbies and join with creators and companies, some celebrities do not agree.

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After Meta introduced it will emphasize movies over pictures, Kim Kardashian and Kylie Jenner, who each have greater than 300 million Instagram customers, posted an image on their Stories in July telling Instagram to “stop trying to be TikTok,” resulting in different customers doing the similar.

“Make Instagram Instagram again (stop trying to be TikTok. I just want to see cute photos of my friends). Sincerely, everyone,” learn the message that the half-sisters shared.

Instagram pulled the plug on the plans three days after Jenner and Kardashian posted the warning on their Stories.

Meta did not instantly reply to Insider’s request for remark.

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According to an internal company report reviewed by The Wall Street Journal in September, Instagram customers have been spending less than 18 million hours a day watching reels. In comparability, TikTok customers have been scrolling by way of the app for almost 200 million hours day-after-day, per the Journal.

A Meta spokesperson informed Insider at the time that the Journal’s report used “outdated and, in some cases, incorrect data to paint a false picture of our progress on Reels.”

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