Facebook CEO Mark Zuckerberg revealed that the AI-powered Reels feature on Instagram has led users to spend 24% more time on the platform. The feature, which was launched last year, allows users to create short-form videos. Also, with music, similar to TikTok. During a recent earnings call, Zuckerberg also stated that Instagram had reached a milestone of 1 billion monthly active users. The social media platform has been pushing to make Reels a staple of its service. Including recent updates including a new “Remix” feature. And the ability to create longer Reels of up to 60 seconds.
According to Zuckerberg, the company is investing in AI to make Instagram a more engaging platform for its users. He noted that Reels has been particularly successful in India. Where it was launched in 2020, and is now available in over 50 countries. Instagram is also testing new features such as an automatic captioning tool for stories and a “Collab” feature that allows users to collaborate with each other on Reels.
However, the rise of Reels has also drawn criticism from some creators who argue that the algorithm favors certain types of content. And can make it difficult for new creators to get discovered. Others have also raised concerns about the use of copyrighted music on the platform.
Despite these concerns, Instagram continues to see growth in its user base and engagement. The platform has also been experimenting with new monetization options for creators. Such as the ability to earn money through badges on Instagram Live and the recently launched “Reels Bonus” program. With AI-powered features like Reels driving increased user engagement. It seems likely that Instagram will continue to be a dominant player in the social media landscape for years to come.