Meta's Reels videos, viewable on both Facebook and Instagram, receive over 200 billion views per day, up from the 140 billion from the firm's Q3 2022 earnings report.
Reels, Meta Platforms’ answer to viral short-form video app TikTok, elicited eyerolls when it launched in 2020 and was regarded as yet another example of Meta copying a popular rival.
“We can show Reels that we think you’re interested in based on our discovery engines,” Justin Osofsky, Meta’s head of online sales, operations and partnerships, said in an interview on Thursday. Though Meta has invested in artificial intelligence for years, it is now moving to the forefront of its business to improve content recommendations and ads across the company’s services, he added.
One reason for Reels’ growth is that Meta’s ad platform makes it seamless for advertisers to place their promotions on the feature, said Debra Aho Williamson, a principal analyst at Insider Intelligence.More than three-quarters of Meta’s advertisers are placing ads on Reels, said Susan Li, Meta’s chief financial officer.
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