Mark Zuckerberg says Reels is about half as big as TikTok.
Zuck is speaking at The New York Times’ DealBook conference today, and said that Reels is growing, according to Meta’s internal metrics.
It’s hard to track how we’re doing against TikTok, but metrics suggest Reels is half the time of TikTok globally, outside of China. We don’t aspire to be half of anything but that’s better than we were a year ago.
That’s quite a bit different than the picture painted by The Wall Street Journal in September: it reported on internal Meta docs that indicated Reels usage on Instagram was less than one-tenth the size of TikTok.