Influencer marketers take note: reels are growing strongly on Instagram and Facebook

[Dimaeiya333]

Influencer marketers and KOLs who activate Reels content on Instagram can take heart: Reels views and engagement across Meta’s platforms are growing strongly, according to the company. Releasing its third-quarter results last week, Meta said that Reels views on Instagram and Facebook grew 50% in six months to more than 140 billion daily views. On Instagram alone, users now share Reels 1 billion times a day in direct messages. Meta has invested heavily in building AI discovery engines to power Reels and recommend content in Instagram and Facebook feeds. But development has been bumpy, with changes introduced on Instagram earlier this year angering users and KOLs still complaining about reduced reach several months later.


Key points
Views and engagement, as well as user numbers, are growing on Instagram and Facebook, cementing their positions as key platforms for KOL marketers.
The diversity of content formats and social engagement opportunities on Instagram and Facebook are key differentiators for TikTok.
Social interaction and content sharing are increasingly happening in messaging. Brands should investigate combining click-to-message advertising tools with KOL content.
Increased engagement
Meta highlighted an overall increase in engagement , Reels usage and user num r&d directors email database bers across its family of apps during the quarter. The company said it would continue to invest heavily in building its AI discovery engines for Facebook and Instagram, the metaverse and ads and enterprise messaging platforms.

" Our AI discovery engine is playing an increasingly important role across all of our products, especially as advancements allow us to recommend more interesting content from across our networks in feeds that used to be driven primarily just by the people and accounts you follow ," Zuckerberg said .

« Reels is an increase in time spent on our apps. The trends look good here, and we believe we are gaining share of time spent on competitors like TikTok . »

Facebook's daily active users rose 3% year-over-year to 1.98 billion, while users of the company's entire family of apps - Facebook, Instagram, WhatsApp - rose 4% to 2.93 billion.