![]() “We don’t have line of sight to getting Reels to monetization parity with feed or Stories per time because of those structural differences,” but because it’s driving incremental growth, she said they’re confident they will eventually become a key contributor to monetization. She did point out that there will be product work in figuring out proper monetization for Reels, since they’re “structurally different” from existing Instagram content types. She said Reels is on track to be revenue-neutral by end of year, or early 2024, and looked ahead to positive contributions sometime after that. The larger trend is incremental however, meaning overall user time is going up, which Li said will eventually be a positive point for revenue potential. In fact, Li acknowledged that Reels are actually cannibalizing some revenue from Stories and feed-based posts, since they’re accounting for some of the time users would’ve spent engaging with that content. While Reels and AI recommendations are driving more engagement on Instagram, that’s not yet directly translating to more revenue. This announcement is part of our ongoing work to improve how you connect and share with your closest friends. ![]() Li seemed to shy away from an analyst question regarding whether Reels was having a similar impact on Facebook proper, but did repeatedly note that on FB, AI-driven recommendations that don’t come from direct connections are increasing engagement among users. Today, we’re introducing several new messaging features, including the ability to share music previews, send a message silently, the ability to see who’s online to chat and more. We are working toward making Threads compatible with the open, interoperable social networks. ![]() Whether you’re a creator or a casual poster, Threads offers a new, separate space for real-time updates and public conversations. “We’re seeing the sharing flywheel take off with Reels re-shares, with re-shares doubling over the last six months,” she said. Mark Zuckerberg just announced the initial version of Threads, an app built by the Instagram team for sharing with text. She further clarified that Instagram is also seeing a lot more sharing around Reels in recent months. “We’re very pleased with what we’ve seen Reels drive in terms of incremental engagement on the platform so far,” Li said later in response to an analyst question, adding that “it’s clear that people value short-term video” on the platform. We foster a safe and inclusive community where people can express themselves, feel closer to anyone they care about and turn a passion into a living. We want Instagram to be a place where people can be inspired every day. Zuckerberg shared that time spent on Instagram has grown more than 24% since the company launched Reels on the platform thanks to AI-powered content recommendations - aka, the kind of non-connection recommended videos that TikTok basically built its entire brand upon. Bringing you closer to the people and things you love. Meta shared some updated engagement info around its platforms on its Q1 2023 quarterly earnings call on Wednesday, with Meta CFO Susan Li joining CEO and founder Mark Zuckerberg to field questions from analysts about its results.
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