[anonymous account] No matter how many "users" Instagram has, TikTok is absolutely destroying Instagram in terms of minutes of user engagement. People are spen

[anonymous account] No matter how many "users" Instagram has, TikTok is absolutely destroying Instagram in terms of minutes of user engagement. People are spending way, way more time on TikTok than Instagram and the trend is accelerating. Meta is in full panic mode. They see the sand slipping through their fingers. They are trying to turn Instagram into TikTok because they think that is the only move. After all, it worked for them last time when they copied Stories and beat Snap. But this time, not only is that strategy failing, but it is making their still enormous user base revolt. Stories was a relatively useful extension to Instagram that didn't break the core app, so adding it worked. TikTok is a different thing and doesn't slot into Instagram as cleanly. Meta already tried making their TikTok clone a new "tab" in the app, but that didn't get the kind of results they needed. So now they are trying to make the whole app into TikTok because they don't know what else to do . I'm not really sure where they go from here. Instagram isn't satisfied being Instagram - they need to lead the world in order to attract ad revenue. But they are losing ground quickly. In the social media game, momentum is everything. TikTok has way more watch time so creators get more user engagement and can build their profiles much more quickly. Instagram is behind in engagement, so there is no incentive for creators to jump ship and get worse results. Instagram gets less fresh content which leads to less engagement and less ad sales. It's a vicious cycle that puts TikTok further ahead.