Views on Instagram Reels Fall as Platform Course Corrects to Images

Some accounts are seeing a 20% decline in Reels views

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For more than two years, Instagram has been rebranding itself as a video platform, pushing short-form video format Reels in an effort to expand beyond its roots as a photo-sharing app and compete with TikTok. Creators, brands and publishers duly changed their tactics, adopting video strategies to stay relevant as their typical content no longer performed as well, even as video formats struggled to take hold.

Now, Instagram is pulling another about-face, four social strategist sources told Adweek.



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