Instagram have revealed that 50% of the time spent on their app is spent watching Instagram’s TikTok-like Reels videos.

Once upon a time, Instagram was just a platform to share square photos. In recent years it has expanded to take on TikTok’s dominance in the attention economy with short-form videos. Their vertical videos feed of Reels is now dominating the app.

In Meta’s recent Q1 earnings call, they revealed that half of the time spent on Instagram is spent watching Reels. The short, vertical videos now account for half of the engagement on the app representing both its importance for the app and its place in competition with similar platforms like TikTok and YouTube Shorts.

Mark Zuckerberg himself says: “Reels and video continue to drive engagement, with Reels alone now making up 50% of the time that’s spent within the app. Threads is growing well too. There are now more than 150 million monthly actives, and it continues to generally be on the trajectory I hoped to see. My daughters would want me to mention that Taylor Swift is now on Threads – that was a big deal in my house.”

How musicians can profit from Instagram Reels

Artists and labels can benefit from the growing popularity of Instagram Reels. A huge part of the popular videos is the background music. Creators can choose from a huge library of songs to soundtrack their videos, from major label content to full independent releases.

Everything you need to know as an artist on Instagram – how to upload to Stories and Reels

Upload unlimited releases to Instagram Reels’ library at RouteNote and you could be featured in the next viral video trend. Every time your song is used in a video, you will earn revenues as well as recognition from every viewer. With Reels making up 50% of users engagement on the app it offers huge potential to get seen and heard around the world.

It is completely free to upload your songs at www.routenote.com and you can choose from all the world’s top video platforms including TikTok and YouTube Shorts. You can also select the biggest music streaming services in the world like Spotify, Apple Music, and Deezer.

Distribute your music for FREE and start earning money and recognition from your music.