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Why Meta Is Investing Big In Business Messaging

September 19, 2022

Meta is struggling to get its wheels turning on Reels. A leaked internal report recently revealed that Instagram Reels get 10 times less engagement than videos on TikTok.

But Meta has seen more success with business messaging, which Mark Zuckerberg highlighted as a priority during Meta’s Q2 earnings call in July.

Meta estimates that around a billion people per week communicate with a business or service account across WhatsApp, Messenger and Instagram. And roughly 40% of Meta’s advertisers globally (more than 4 million) use click-to-message ads, which redirect people from Facebook or Instagram into one of Meta’s messaging products to chat with a business.

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