Facebook: users spend more than half their time on videos

Users of Facebook are spending more time watching videos on the social network. During the Q2 earnings conference, Mark Zuckerberg said the format accounts for nearly half of all time spent on the platform.

The CEO also revealed that the popularity of short videos such as Instagram Reels, it’s growing fast. These contents are “the biggest contributors to increasing engagement” on social media.

Although it didn’t share specific statistics, new information suggests that Reels is gaining in traction. Thus, the company is managing to attract more creators to the platform.

According to Zuckerberg, the focus of Facebook in influencers and online store will help achieve the goal of becoming a “metaverse company”. For this, an executive from the Instagram will start a team focused on expanding the new model.

“Think of an internet where you’re actually into it, rather than just watching. You’ll be able to basically do everything you can on the internet today and other things that don’t make sense today, like dancing”, explains the CEO.

Dispute against TikTok and YouTube

Aiming to attract more creators to the platform, the Facebook allows monetization of all categories of videos. In addition, the company revealed that it intends to invest $1 billion for influencers by 2022.

O Instagram is also adopting new strategies to be able to compete against TikTok. For example, the social network will focus on videos to compete for audience with the rival app.

Among the various actions, the Reels tool increased the content time limit to up to 60 seconds. The same model adopted by the competitor and which was essential to achieve greater popularity ratings.

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